Outlook Business Desk
Big cricket events like IPL and ICCI championship Trophy are back and bringing more people switch to pay-TV. Since matches are now behind paywalls, many viewers are resubscribing to watch the action live on TV.
Pay-TV services added around 1.3 million subscribers in recent weeks, making a strong comeback in the industry. The rise is mainly due to the return of big cricket events and matches, pushing fans to resubscribe.
Cricket matches are now under paywalls on JioHotstar, many viewers have now gone back to regular TV. Earlier, free streaming on mobile had reduced TV viewership but now the criteria is changed.
Broadcasters like JioStar, Zee, and Sony are seeing a jump in viewership. Distributors like Tata Play and Airtel Digital TV are also gaining as cricket demand drives more subscriptions.
Earlier, services like DD Free Dish and OTTs were taking away viewers. But now, cricket fans are turn to pay-TV for better access to matches and consistent viewing experiences.
According to the FICCI-EY report, TV subscription revenue declined by more than 3% to Rs38,500 crore in 2024, with the pay-TV subscriber base reducing by 6 million to 111 million.
''According to JioStar CEO Kevin Vaz, content consumption on linear TV is still strong. Sports and entertainment remain popular genres, proving that TV hasn’t lost its edge in Indian households'', he said.
If cricket continues to stay behind paywalls, pay TV is expected to see further growth as broadcasters are focusing on exclusive content, competitive pricing, and retaining live sports audiences.