Television channels worldwide, including those in India, are facing significant challenges as viewership continues to decline. This trend is driven by the rise of digital streaming platforms, changing consumer habits, and economic pressures.
Global Trends: Streaming Surpasses Traditional TV
In May 2025, streaming services collectively accounted for 44.8 percent of total TV viewership in the United States, surpassing the combined share of broadcast (20.1 percent) and cable (24.1 percent) for the first time. This shift reflects a broader trend where viewers increasingly prefer on-demand content over scheduled programming, according to the latest Nielsen report.
Traditional pay-TV providers are also experiencing a decline in subscribers. In 2024, pay-TV penetration fell to 34.4 percent, down from 80 percent in 2011, marking the ninth consecutive year of subscriber losses. This decline is attributed to cord-cutting, where consumers abandon traditional cable and satellite services in favor of streaming platforms.
Indian Television Industry: Revenue Declines and Job Losses
In India, the television industry is undergoing a transformation. According to the FICCI-EY Media & Entertainment Report 2025, TV revenues dropped by 4.5 percent in 2024, following a 2 percent decline in 2023. Both advertising and distribution revenues faced challenges, contributing to the industry’s contraction.
The cable television sector has been particularly affected. A report by the Economic Times estimates that India’s cable television industry will experience a 40 million drop in subscriptions by 2030, attributed to rising channel prices, increased competition from OTT platforms, and the growing popularity of free-to-air options like DD Free Dish Business Standard reports.
This decline has led to significant job losses. Between 2018 and 2025, an estimated 577,000 jobs were lost in India’s cable television industry due to the shrinking pay-TV subscriber base, Economic Times reports.
Impact on Major Indian Broadcasters
Several prominent Indian broadcasters have reported financial challenges:
Zee Entertainment Enterprises reported a 14 percent year-on-year drop in total revenue for the first quarter ending June 30, 2025, primarily due to a 16.8 percent decline in advertising revenue. This marks the eleventh consecutive quarter of declining ad revenue, Reuters reports.
Network18 and NDTV also experienced mixed financial performances in FY2025. While NDTV saw a rise in revenues amid strategic expansion, Network18 faced contractions in top-line performance, reflecting ongoing challenges in the TV news business.
Shifting Consumer Behavior: Rise of Digital-Only Viewers
Consumer behavior is shifting towards digital platforms. According to Kantar’s Media Compass Report, 23 percent of Indians have adopted a digital-only approach to media consumption, indicating a major shift in viewing habits toward online platforms.
Additionally, India’s streaming audience has reached 601 million users, with connected TV viewership surging by 87 percent. This growth presents significant opportunities for advertisers targeting high-value audiences, Variety reports.
Conclusion
The decline in traditional TV viewership poses significant challenges for both global and Indian television channels. To remain competitive, broadcasters must adapt to changing consumer preferences by investing in digital platforms, diversifying revenue streams, and embracing new content delivery models.
Fasna Shabeer