Pay-TV services revenue in India is expected to grow a negligible compound annual growth rate (CAGR) of 0.9% from US$3bn in 2020 to US$3.1bn in 2025 due to the steady decline in cable TV subscriptions and falling average spend per pay-TV account, according to GlobalData, a leading data and analytics company.

According to GlobalData’s India Pay-TV Forecast, cable TV subscriptions are expected to decline at a CAGR of 0.6% between 2020 and 2025 while the average monthly spend per pay-TV account will drop from US$1.49 to US$1.40 over the same period. A steady rise in the adoption of over-the-top (OTT) based video services by consumers seeking new content will also affect the pay-TV market growth in the country.

Hrushikesh Mahananda, Senior Research Analyst of Telecoms Market Data and Intelligence at GlobalData, says: “Despite the declining fortunes, cable TV will remain the largest pay-TV platform in the country, by subscription share until 2024, with direct-to-home (DTH) surpassing it in 2025. Internet Protocol television (IPTV) subscriptions will witness the fastest CAGR of 19.4% through 2020-2025 supported by fast-improving fixed broadband penetration in the country.”

Mr Mahananda concludes: “Dish TV will lead the pay-TV services market in India during 2020-2025, driven by its stronghold in the DTH segment and keen focus on delivering high-quality pay-TV content to drive subscription gains. For example, Dish TV recently expanded its services in Upper Assam State and the rest of the Northeast region under its D2H brand, offering 650 plus channels and services including popular high-definition (HD) channels & exclusive active services.”