India’s Television Industry Under Mounting Pressure as Audiences and Advertisers Shift Online
India’s television broadcasting sector is facing increasing challenges as more viewers and advertisers migrate toward digital and streaming platforms, intensifying pressure on traditional TV networks. According to industry reports, the decline in linear television viewership continued through FY26, with even major sporting events failing to significantly revive subscriber numbers. Data from the Broadcast Audience Research Council (BARC) showed that weekly TV reach dropped to 741 million in FY26, compared to 750 million in FY25 and 757 million in FY24. Broadcasters such as Zee Entertainment Enterprises and Sun TV Network witnessed weaker advertising revenues as companies, especially from the FMCG sector, reduced spending on traditional television and redirected budgets toward digital platforms offering better audience targeting and measurable returns. Reliance Industries-backed JioStar also acknowledged softness in television advertising demand. However, the company remained profitable during FY26, supported by its combined presence in television broadcasting and streaming through JioHotstar. Industry experts believe the rapid adoption of OTT platforms, connected TVs, and AI-driven digital advertising is reshaping India’s media landscape. Advertisers are increasingly favouring programmatic and performance-based advertising models over traditional TV campaigns. The pay-TV sector is also witnessing a gradual decline in subscribers. According to the Telecom Regulatory Authority of India (TRAI), active DTH subscribers fell from 52.8 million in September 2025 to 51 million by December 2025, reflecting the continued consumer shift toward online streaming services. Despite the slowdown, sports broadcasting remains relatively resilient, with broadcasters continuing to attract audiences during major cricket tournaments and premium live events. Source: Economic Times
