OTT platforms in India have been shaking things up for a while now, offering content on-demand, anywhere, anytime. But the latest move could throw a wrench in their plans. With live television possibly getting pulled from these platforms, it’s not just the audience that will feel the pinch. This could spell disaster for some of the biggest names in the OTT game, particularly platforms like JioTV, which thrive on live TV offerings.
The Distribution Platform Operators (DPOs)—think Tata Sky and Dish TV—are pushing back hard. These services have already been hit hard by digitization, and now, if OTTs are banned from offering live TV, it might be the DPOs’ last-ditch attempt to stop their sinking ship. They’ve lost millions of subscribers in recent years, and OTT platforms have only made it worse.
Look at the numbers. The pay DTH sector lost 7.6 million subscribers over the past three years. It’s clear that traditional DTH services are losing the battle against streaming platforms, which offer more flexibility and often, a lower price point. As of March 31, 2024, the active subscriber base for pay DTH had dropped to 61.97 million from 65.25 million the previous year. Tata Play still holds the largest chunk of the market with 32.53%, but even that dominance is shrinking. Airtel, Dish TV, and Sun Direct are all in the same boat, losing ground to the OTT wave.
Now, the DPOs are banking on this potential change to breathe life back into their services. If OTT platforms are no longer allowed to stream live TV, will subscribers suddenly return to traditional pay DTH? It’s a risky bet. Sure, the likes of Tata Play and Airtel will push hard to get those subscribers back, but people have gotten used to the freedom OTT provides—watch what you want, when you want it.
Platforms like JioTV, which built much of their success on live TV, stand to lose the most. Without the ability to offer live broadcasts, they’re going to be forced to pivot, fast. And if they can’t, this could spell the end for their live TV services.
The bigger question is: can the DPOs actually reverse the trend? With more people cutting the cord every year, even losing live TV on OTT might not be enough to lure them back. At this point, it seems the convenience and flexibility of streaming have become too deeply ingrained in viewers’ habits.
So, even if the DPOs manage to hWhen it comes to cable, this move might bring a temporary boost in subscribers, but it won’t reverse the long-term decline. The convenience of on-demand streaming has changed viewing habits for good. While traditional TV may see short-term gains, the shift towards OTT is too ingrained to be halted by removing live TV streaming.
When it comes to cable, this move might bring a temporary boost in subscribers, but it won’t reverse the long-term decline.
The convenience of on-demand streaming has changed viewing habits for good. While traditional TV may see short-term gains, the shift towards OTT is too ingrained to be halted by removing live TV streaming.
But, it would be wrong to say that the rise of OTT is the single biggest factor behind the fall of TV. There are enough other reasons and most importantly, OTT is already on a decline.
It is not having the same growth as it was during the COVID period and there is no way OTT players can reverse it.
Now, will it slow down OTT’s growth? Not at all…Yes, Live Television on OTT was something new and innovative and also gave audience the taste of luxury, it’s not gonna impact the growth of OTT in anyway.
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