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GenZ, Content And Consumption | Open Interest
- Pay TV subscriber numbers are declining globally, with a steep decline observed in India, paving the way for smart TV adoption.
- India's traditional content distribution channels like cable TV are being disrupted as households, led by GenZ decision-makers, are shifting towards smart TVs and internet-enabled devices.
- Between December 2020 and December 2024, India witnessed a significant increase in internet subscribers while experiencing a decline in cable TV and Pay DTH subscribers.
- The rise in Average Revenue Per User for wireless services in India coincided with a reduction in cable TV subscriptions, attributing the shift to data-driven OTT content and connected TVs.
- An EY report predicts that Pay TV subscribers in India could decrease to around 7 crore by 2030, amidst the rapid adoption of internet-enabled and connected TVs.
- Broadband adoption in India has been accelerated by the rise of work-from-home and study-from-home models, with telcos and private cable operators actively expanding their broadband services.
- The availability of affordable data has led to a decrease in reliance on traditional linear TV, with internet-enabled TVs offering built-in OTT platforms.
- Globally, the decline in Pay TV subscribers is notable, particularly in India, due to the prevalent transition to OTT and connected TV platforms.
- As affordable broadband becomes more accessible, the trend of cord-cutting is expected to intensify with households adopting a 'triple play' model of mobile, connected TV, and broadband internet.
- The shift towards on-demand content and internet-enabled TVs has disrupted the traditional cable TV business, compelling cable operators to offer bundled services including broadband connectivity.
- Nearly half of local cable operators have ventured into broadband services to supplement revenue as content costs rise and traditional cable TV revenues decline.
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