Tv continues to dominate video content material consumption in India, outpacing social media and user-generated content material (UGC) platforms. With 190 million screens throughout the nation, tv instructions an unparalleled scale and attain, in keeping with Kevin Vaz, CEO – Leisure, JioStar, ETTelecom reported.
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Content material Consumption on TV
Vaz reportedly highlighted that whole content material consumption on TV stood at a staggering 46 trillion minutes, surpassing all digital and user-generated content material platforms. “TV delivers a excessive attain. In South India, its attain is 2.5 instances that of UGC platforms. Even in megacities like Delhi, Mumbai, and Kolkata, TV penetration stays very sturdy,” he stated, as per the report.
Person Want Content material in Native Languages
In keeping with the report, a current FICCI-EY report discovered that YouTube’s attain in India rose to 63 % of TV’s attain in 2024, up from 61 % in 2023. This improve is attributed to rising web entry in Hindi-speaking states equivalent to Bihar, Jharkhand, Uttar Pradesh, Uttarakhand, and Rajasthan, the place 95 % of customers desire content material in native languages.
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Tv Stays Central to Content material
Regardless of the expansion of digital platforms, Vaz reportedly emphasised that tv—in its varied kinds, together with pay-TV, free-to-air, and Linked TV (CTV)—stays central to India’s content material ecosystem. “The variety of TV screens are anticipated to develop from 190 million in 2024 to 214 million by 2026. That development is unfold throughout pay, free, and linked TV platforms,” he reportely noticed.
“Because the business invests extra in high quality content material—sports activities, blockbuster movies, large reveals—we’re seeing an actual distinction,” Vaz famous, as per the report. He additionally positioned CTV as a complement, not a competitor, to linear TV.
“We’re content material creators first and we create for the massive display. So whether or not it is pay-TV or CTV, it is all about reaching as many individuals as doable,” he reportedly added.
Free-TV as a Gateway
As a part of its free-TV technique, JioStar is leveraging platforms like DD Free Dish to widen its base. Free TV serves a selected objective—it acts as an on-ramp to pay-TV, Vaz stated, highlighting the current relaunch of Hindi GECs like Star Utsav and Colours Rishtey on DD Free Dish, Prasar Bharati’s free DTH service.
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“We’ll use DD Free Dish to improve prospects to pay-TV,” he stated, as per the report, nothing that Pay-TV, which had seen years of decline, is as soon as once more seeing development, because of the shifting media and technological panorama. The sector added 1.3 million households, buoyed by marquee occasions such because the ICC Champions Trophy and the Indian Premier League (IPL).
Pay-TV Resurgence
“There’s been a soar in pay-TV households. However extra importantly, after I take a look at the rankings—regardless of all of the speak about pay-TV declining—we have seen among the highest rankings,” he famous, as per the report.
Past sports activities, leisure content material can be driving numbers. The tv premiere of Stree 2 attracted 41.2 million viewers, making it one of many largest premieres on Indian tv lately.
