The number of PayTV households in 2022 amounted to 65.1 million households, a steep decline from 100.5 million households in 20. The number of pay TV households has decreased in the US market, as per market intelligence platform, Statista. If anything, the decline in the number of TV households proves the reasons behind more and more content companies hedging its bets. Next in line was Bob Iger, CEO, The Walt Disney Company, who also announced that linear cable channels ‘might not be core to Disney’, citing a decline in cable subscription numbers. To be sure, Reed Hastings, chairman of the board of directors, Netflix, has been very brazen about his thoughts on the future of linear TV, when he said, “It’s definitely the end of linear TV over the next five to 10 years,” during Netflix’s second-quarter earnings call this fiscal. Factoring in a possible rise in cord-cutting trends in the country over the years to come, the total number of TV households is expected to grow to 248 million by 2026, the report stated. The number of television households in India stood at 226 million in 2022 as per the latest finding by market research firm, Statista. It’s my view that OTT, CTV and linear TV will continue to co-exist for a long time before the entire market shifts to OTT or CTV because linear TV is still actively penetrating tier-2 and 3 markets,” Vinita Shah, a senior media and sports consultant, told Brandwagon Online. “While India is a content-driven market and sees a lot of value in the OTT platforms, it is going to be a while before linear TV loses its charm. While countries such as the US, and the UK, besides European nations, have already begun to see the phenomenon of cord-cutting, in India if it is to be believed currently this behaviour is restricted to urban cities, as the country still has media dark areas. For years linear TV was the source of content or entertainment for viewers but over the years too, it has undergone a series of changes with the arrival of video-on-demand platforms. Bill Gates in his essay said, “Content is king”, and surely it is but one cannot forget that the audience is queen.
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