In its heyday, television was king. By 2018, India had over 197 million TV households, according to BARC India. Cable TV and Direct-to-Home (DTH) connections ensured even remote villages had access to entertainment. Shows like Kaun Banega Crorepati and serials on channels like Star Plus and Zee TV became cultural phenomena, while cricket broadcasts commanded massive audiences.

However, cracks in this empire began to appear with the rapid penetration of the internet and the launch of affordable smartphones.

Internet’s Game-Changing Entry

One cannot discuss television’s downfall without mentioning the pivotal role played by internet access. By 2023, over 900 million Indians had internet access, with rural areas seeing a 35% growth in penetration in just five years. Data prices, driven down by the entry of Jio in 2016, became some of the lowest globally, making streaming platforms like YouTube, Netflix, and Amazon Prime Video accessible to all.

India’s love for on-demand content surged, with the OTT (Over-the-Top) industry growing from ₹8,000 crore in 2018 to ₹23,000 crore in 2023. Streaming offered viewers something television could not: freedom. No longer tethered to a schedule, people could binge-watch content tailored to their tastes at their convenience.

What Do the Numbers Say? The statistics paint a stark picture for traditional television:

Declining viewership: TV viewership in urban India dropped by nearly 15% between 2019 and 2023, according to BARC.
Falling ad revenues: Advertising, once television’s lifeblood, has shifted dramatically online. Digital ad spending in India overtook TV spending for the first time in 2021, with a 34.6% market share compared to TV’s 31.7%.
DTH stagnation: DTH subscriptions saw a 6% decline in 2022, as many users chose to cancel cable services entirely in favor of OTT platforms.

Why is Television Losing Its Grip?

Generation Gap: Millennials and Gen Z are glued to their smartphones. For them, TV is an archaic relic. Streaming content on YouTube, Instagram, or Netflix feels more interactive and engaging.
Content Diversity: OTT platforms offer everything from international shows to regional content in over 10 languages. Television struggles to match this variety.
Cost: A basic OTT subscription often costs less than a DTH monthly pack, making it a more affordable option.
Customization: Streaming algorithms ensure personalized recommendations—a stark contrast to the one-size-fits-all programming of television.

Is There Hope for Television?

While the decline seems inevitable, television is not dead yet. Rural India still heavily relies on television, with many areas lacking consistent internet connectivity. Moreover, live events like IPL cricket matches and news broadcasts continue to draw massive audiences.

However, even in these strongholds, television is adapting. Broadcasters are venturing into the digital space, offering content on their own apps or collaborating with streaming platforms to stay relevant.

The downfall of television in India isn’t just about a technology shift—it’s a cultural revolution. It reflects how Indians, from cities to villages, are redefining how they consume content. While TV may never regain its former glory, it will likely evolve to coexist with the digital juggernaut.

For those who grew up in the golden age of Indian television, its decline might feel bittersweet. But the future of entertainment is undoubtedly bright—and it fits snugly in the palm of our hands.