For decades, television was the undisputed king of Indian entertainment. It dominated households, shaped pop culture, and controlled advertising budgets. But in 2024, that era came to an end. For the first time in 25 years, television lost its top spot, overtaken by digital media.
Despite still commanding millions of viewers, TV revenues declined for the second year in a row. Advertising on TV dropped by 6%, while subscription revenues fell by 3% as six million pay-TV homes disappeared. Meanwhile, connected TVs, which allow streaming over the internet, grew to 30 million homes. The fall of television isn’t about fewer viewers but about where advertisers and audiences are choosing to spend their time and money.
India’s media and entertainment (M&E) sector grew by 3.3% in 2024, reaching ₹2.5 trillion, with digital media leading the way. Digital revenues hit ₹80,200 crore, while TV settled at ₹67,900 crore. More people are turning to digital platforms for content, whether it’s news, entertainment, or sports.
Digital advertising surged, growing by 17% to ₹70,000 crore, accounting for 55% of all ad revenues. Paid digital subscriptions rose by 15%, with 111 million subscriptions across 47 million homes. Streaming platforms like Netflix, Prime Video, and JioHotstar expanded their regional content but slowed down on new originals and post-theatrical movie buys.
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