DTH companies pivot to hybrid entertainment ecosystem

India’s DTH industry is undergoing a major transformation as companies adapt to declining subscriber numbers by integrating more streaming content and device-based services. According to recent data from the Telecom Regulatory Authority of India, the sector’s subscriber base dropped sharply by 12% quarter-on-quarter to 50.07 million in the April-June period of 2025, down from 56.92 million in the previous quarter. The market is divided among four pay DTH operators: Tata Play leads with a 31.42% share, followed by Bharti Telemedia at 30.20%, Sun Direct TV at 19.32%, and Dish TV at 19.06%.

In response to these challenges, players like Dish TV and Tata Play are pivoting towards hybrid offerings, which blend direct-to-home satellite services with over-the-top (OTT) streaming. Dish TV, for example, has launched the VZY Smart TV, a device that merges DTH and OTT content, seeking to create a seamless entertainment hub for consumers. Tata Play has partnered with Warner Bros. Discovery to roll out Cartoon Network Forever, an ad-free streaming platform for popular animated classics.

Industry leaders now see the DTH business as part of a larger entertainment ecosystem, not as a standalone segment. Manoj Dobhal, CEO and executive director of Dish TV, stated that the future lies in combining DTH, streaming, and a diverse device ecosystem, reflecting a shift from pure satellite or linear television to a more multipronged strategy. Expanding into new business segments, fostering collaboration with OTT content providers, and developing device-centric experiences are seen as critical steps for DTH companies to offset the decline in their traditional subscriber base and stabilize revenues in a changing media landscape.
CT Bureau