Pay-TV viewership has grown as 5.8 million homes switched from free to paid: IBDF

The Indian Broadcasting and Digital Foundation (IBDF) has said that there has been a 7% viewership growth in pay-TV homes, with 5.8 million households transitioning from free-to-air (FTA) to pay.

The development marks a reversal of the trend of pay-TV consumers switching to DD Free Dish. The expansion of DD Free Dish from a reported 22 million homes in 2017 to 43 million homes by 2022 has happened primarily at the expense of private DTH operators.

Quoting Broadcast Audience Research Council (BARC) data, the foundation said viewers in India are dedicating an additional 53 minutes per week to watching TV in 2023, compared to the previous year.


It also stated that TV engagement grew, with viewership registering a 5.1% growth in FY’24 to date.

While women contributed 59% to the overall TV viewership growth, the foundation claimed that viewership for the 15-30 age groups has increased compared to the overall average.

IBDF president K. Madhavan said India is among the few international markets where TV viewership is on the rise, notwithstanding digital media's rapid expansion.

"In today's 'AND' world, where digital media excels in precise targeting and immediate rewards, television maintains its distinct advantage in the realm of long-term brand building. Television creates compelling stories that deeply connect with its audience, building trust and leaving an indelible mark across age groups," he added.

According to the foundation, TV penetration in India is 70%, with enough headroom to grow as 90 million households are without a TV connection.