Television in India has long been a dominant source of entertainment. Families gathered around their screens to watch daily soaps, cricket matches, and reality shows. However, the rapid rise of streaming platforms has altered viewing habits. Audiences now expect on-demand content, personalized recommendations, and ad-free experiences.
Traditional TV, built on fixed schedules and advertisements, is struggling to adapt. As streaming services continue to grow, television channels are losing relevance, particularly among younger viewers.
The Streaming Boom in India
Streaming services in India have grown quickly over the last decade. IPL live streaming played a big part in this change. In 2010, nexGTv enabled watching IPL matches live on mobile phones. Fans could follow the games from anywhere without needing a TV. With cheap data plans, more people joined in. It made cricket even more exciting, and streaming became more popular.
Betting promotions like the Mostbet bonus code were also added to the buzz. Many people got interested because they could win rewards while watching their favourite sport.
Before this, Reliance Entertainment had started India’s OTT journey in 2008 with BIGFlix. Zee’s DittoTV and Sony Liv launched in 2013, offering more options. By 2016, streaming services became even bigger when Netflix and Amazon Prime Video entered India. People started shifting away from traditional TV.
Faster internet and cheap data have helped this change. Government efforts, like the Digital India program, have also made online access easier. Today, more than 42 crore people watch content on streaming platforms, and 12 crore pay for subscriptions. On average, viewers spend about 70 minutes a day streaming. Today, over 42 crore viewers consume content through streaming platforms, with 12 crore active paid subscriptions. Indians spend an average of 70 minutes daily on these platforms, which has surged since the pandemic. The ability to watch content anytime, anywhere, has made streaming services the preferred choice for many.
Decline in Traditional TV Viewership
Streaming platforms have taken away a huge number of TV viewers. People no longer like waiting for their favorite shows at a fixed time. They want to watch what they like, whenever they want. Binge-watching entire seasons in one go has changed what audiences expect. TV channels have not kept up with these changes and still follow old ways of programming.
The drop in TV viewership has also hurt businesses. Advertisers now prefer digital platforms like YouTube, Instagram, and streaming services. Unlike TV, where ads are shown to a general audience, online ads can target specific groups. This means companies get better results from digital ads, leading to less money for TV channels.
What people enjoy watching has also changed. TV still focuses on soap operas and reality shows, while streaming platforms offer more exciting options. They provide high-quality stories across different genres. Many viewers now prefer gripping dramas and international content. Regional streaming services like Aha, Hoichoi, and Sun NXT also give audiences more choices, making traditional TV less important.
The way people use televisions has changed too. Smart TVs make it easy to access streaming apps, so many families no longer rely on cable or satellite channels. Devices like WebOS and remote sticks allow direct access to streaming platforms. More homes now use TVs mainly for online content instead of traditional channels.
Fewer people watching TV has also impacted advertising. With lower viewership, brands now invest in digital platforms to reach the right audience more effectively. Traditional TV ads target everyone, which makes them less helpful to advertisers. Because of this, television networks are finding it harder to stay profitable.
Final Words
Despite these challenges, television is not entirely obsolete. Live events, including sports and reality shows, still draw significant audiences. Cricket matches, for instance, continue to be broadcast on TV, although even these are increasingly available on digital platforms. Major broadcasters are attempting to adapt by launching their OTT services, such as JioCinema and Sony Liv. Still, these efforts are yet to match the popularity of global streaming giants.
Traditional TV must evolve to remain relevant. Integrating streaming elements, offering flexible viewing options, and reducing dependence on advertisements could help slow the decline. However, with younger generations embracing streaming as their primary entertainment source, traditional television’s future remains uncertain.