DD FreeDish’s growth is contributing to overall decline in Pay TV subs

Chrome DM has released its Chrome SES (Subscriber Establishment Survey) July 2024 report, which provides valuable insights into the trends and dynamics of C&S (Cable and Satellite) households across India. The report offers a detailed analysis of the subscriber landscape, highlighting key trends and shifts in the C&S household market over the past five years.

Key highlights of the report include:

Transmission Split: A detailed breakdown of digital and DTH households, providing insights into the evolving transmission landscape.

Urban & Rural Split: Analysis of the distribution of C&S households across urban and rural areas, shedding light on market penetration and growth opportunities.

DTH Players Performance: Insights into the market share and distribution of households across different DTH players, including a split by urban and rural markets.

Top MSOs: Identification of the top 10 MSOs in India and HSM (Hindi Speaking Markets), offering a comparative view of market leaders.

State-wise Analysis: Examination of the top 3 states with the highest concentration of C&S households, providing regional insights.

In conversation with Adgully, Pankaj Krishna, Founder & CEO, Chrome DM, sheds more light on the findings of the latest Chrome SES report, the reasons for decline in Cable & Satellite households, rise of DD FreeDish, the increasing shift towards toward digital and OTT platforms in urban markets, and more.

What are some of the standout C&S household trends in India in the last one year?

In the past year, several standout trends have emerged in the Cable & Satellite (C&S) household landscape in India:

Decline in C&S Households
Growth of DD FreeDish
Urban Vs Rural Divide
Stagnation in DTH Growth

These trends reflect a significant shift in how Indian households are consuming television, with affordability, accessibility, and content variety being key drivers of change.

What are the reasons for drop in C&S households? How it is impacting subscriptions?

There has been a noticeable drop in C&S households, driven by the increasing shift towards OTT platforms and the growing popularity of DD FreeDish. Economic factors and the cost of traditional Pay TV subscriptions have also contributed to this decline, with many households opting for more affordable or free alternatives.

What are the key insights for the DTH landscape in India and the growth in the subscriber base?

While the DTH market remains significant, its growth has slowed due to competitive pressure from OTT services and the rise of DD FreeDish. DTH operators are exploring bundling services with internet and other value-added offerings to retain their subscriber base.

How has the growth of DD FreeDish been? How is it impacting the subscriber ecosystem?

DD FreeDish has seen significant growth, particularly in rural areas and among lower-income urban households. As a free-to-air DTH service, it offers a cost-effective alternative to paid TV services, leading to its increasing market share. This growth is contributing to the overall decline in Pay TV subscriptions.

Could you give us the rural versus urban split in C&S households?

The urban market is witnessing a shift away from traditional C&S services toward digital and OTT platforms, while rural areas remain more reliant on C&S, with DD FreeDish playing a crucial role. This divide is shaping market dynamics, with urban areas increasingly adopting more flexible and on-demand content consumption models.