The Indian cable television industry has witnessed a sharp transformation in recent years. According to a report by the All India Digital Cable Federation and EY India, the growing dominance of OTT platforms, falling subscriber numbers, and changing consumer behaviour have led to the loss of over 577,000 jobs across the sector. Keywords such as cable TV, OTT platforms, job loss in India, shrinking subscriber base, and revenue fall are central to understanding the unfolding scenario in India’s traditional broadcasting industry.
India's shift from traditional cable television to over-the-top (OTT) platforms has had a significant impact on the broadcasting industry. Between 2018 and 2025, pay-TV subscriptions dropped from 151 million to 111 million. The report projects a further decline, with the subscriber base expected to fall to between 71 million and 81 million by 2030.
Key reasons behind this shift include:
This change in consumer preference has put immense pressure on local cable operators and multi-system operators.
The financial health of the cable television industry has also deteriorated. Between FY19 and FY24, the combined revenue of leading direct-to-home and multi-system operators fell by over ₹4,000 crore, a decline of more than 16%. EBITDA also dropped by 29%, from ₹4,400 crore to ₹3,100 crore during the same period.
The financial strain has forced many operators to either scale down or shut their businesses entirely, further impacting employment across the sector.
The report underscores that job losses are not limited to revenue shortfalls. Local cable operators, who form the backbone of the industry, have experienced the brunt of the downturn. Based on feedback from over 28,000 operators across 34 states and Union Territories, workforce reduction stands at 31%, equating to approximately 38,000 direct job losses. Nationally, losses are estimated between 1,14,000 and 195,000 LCO-related positions.
The closure of nearly 900 MSOs and 72,000 LCOs since 2018 contributes to a total estimated job loss of over 5,77,000.
On the ground, nearly 93% of local cable operators reported a decrease in subscriber count. Close to half of them witnessed a fall in monthly income, with over one third indicating they lost more than 40% of their customer base.
Some of the core challenges operators face include:
These challenges have collectively weakened the business viability of cable operations.
While artificial intelligence has gained attention, automation and robotics are also quietly transforming content distribution and media operations. From automated editing tools and robotic camera systems in broadcasting studios to customer service chatbots used by DTH providers, technology adoption is growing across the media supply chain.
In the cable and OTT ecosystem, sectors witnessing increased use of robots or automation include:
These technological advancements, while improving efficiency, may have further contributed to the decline in manual or local employment opportunities.
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Despite the bleak numbers, industry leaders remain cautiously optimistic. Executives from JioStar, Zee Entertainment, and Sony Pictures Networks have highlighted that nearly 85 to 90 million households still pay for television services. This suggests that there remains a sizable market that can be tapped into, especially in media-dark regions and among DD Free Dish users.
They argue that with proper policy reforms and targeted strategies, traditional television can continue to coexist with OTT services.
To revitalise the cable television sector, the report recommends several policy and operational reforms:
These reforms aim to create a sustainable future for the sector while balancing the growth of digital content consumption.
The cable TV industry in India is facing one of its most challenging phases, grappling with the dual pressure of digital transformation and declining revenues. As OTT platforms continue to redefine content consumption habits, the traditional cable ecosystem is being forced to reassess its value proposition. The sector’s future will depend heavily on swift adaptation, supportive policy frameworks, and technological integration that balances efficiency with employment.
Disclaimer: This blog has been written exclusively for educational purposes. The securities or companies mentioned are only examples and not recommendations. This does not constitute a personal recommendation or investment advice. It does not aim to influence any individual or entity to make investment decisions. Recipients should conduct their own research and assessments to form an independent opinion about investment decisions.
Investments in the securities market are subject to market risks. Read all the related documents carefully before investing.
Published on: Jun 10, 2025, 3:28 PM IST
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