There has been a continuous increase in both the subscription and advertising revenue of the television industry across India. The estimated subscription revenue of the television industry amounted to about 771 billion Indian rupees by 2021. This can be attributed to the increasing TV penetration level across the country.
Indians watch an average of about 3 hours 44 minutes of television every day according to the recent survey conducted by the Broadcast Audience Research Council (BARC) India. Since 2016, there has been a 12 percent increase in TV viewership across the country. This indicates that despite the proliferation of cheap data and smartphones, which have led to the rise of on-demand entertainment networks like Netflix and Hotstar, Indians are invested in their television sets.
According to Ericsson ConsumerLab research, approximately half of TV/video content will be watched on mobile screens by the year 2020. This is due to consumer preferences of wanting to access the same content when abroad or at workplaces; making portability an increasingly important factor.