Changing viewing habits push youth brands away from TV to digital

Though music television network MTV shut down five of its dedicated music channels globally this year, in India, it had already diversified away from pure music to youth-driven, urban programming and live entertainment experiences.

- Lata Jha

That pivot, however, reflects a broader challenge. The steady erosion of viewership for English-language, urban-centric, and niche TV categories has meant that youth-focused brands have had to reassess their media strategies, reallocate spending from TV to creator collaborations, short-form video storytelling, and influencer-led activations.

While English-language channels accounted for just 3-5% of the overall TV advertising pie, the affluent audiences they reached are not easily accessible elsewhere. Their decline has therefore left a gap in premium brand-building environments on TV, even as the digital and over-the-top ecosystem remains relatively young and difficult to navigate at scale.