The world of media and entertainment is constantly changing, with trends, technologies, and consumer preferences evolving at breakneck speed. Staying on top of the latest shifts in subscriber behavior and platform preferences is critical for industry players in this volatile landscape. Enter the July 2023 Chrome Subscriber Establishment Survey, a comprehensive study that delves into the changing dynamics of the broadcasting industry.

The new findings from Chrome Data Analytics and Media’s July Subscriber Establishment Survey (SES) report capped off a significant drop in Cable and Satellite (C&S) homes, where the subscriber base has dropped from 201.2 million to 161.7 million households since 2019.

This is based on a Pan-India ground survey conducted from January 23 to July 23 that included over 227 million TV households and 161.7 million C&S TV households in the country.

The survey is a regular study conducted by Chrome DM that helps shape our understanding of a changing TV landscape. Pankaj Krishna, the Founder and CEO of Chrome DM, commented on these revelations, saying, “We are witnessing a significant shift towards entertainment through OTT platforms, positioning them as the frontrunners.” I believe this trend will continue until’streaming’ is firmly established as the preferred option during this period of transition.”

According to the CHROME DM SES July 2023 report, the landscape of TV distribution platforms shows that Digital cable has the largest share, accounting for 37.6 percent of the total market share. Pay DTH (Direct-to-Home) services are close behind, accounting for 34.51 percent of the total market share. However, the report shows contrasting trends for these platforms.

 

Source: Chrome Subscriber Establishment Survey (SES), Mkt, – All India, July ‘2023, 161.7 Mn

Pay DTH witnessed a substantial decline of 11 percent, while Digital cable experienced a more moderate dip of 2.7 percent. Conversely, FreeDish demonstrated noteworthy growth, registering an impressive gain of 10.8 percent. These shifts reflect the dynamic nature of the television distribution ecosystem, prompting industry players to adapt and strategize accordingly.

Source: Chrome Subscriber Establishment Survey (SES), July ’22 Vs July ‘2023

The Digital Cable segment witnessed an interesting juxtaposition of gains and losses across rural and urban markets. In rural areas, there was a noticeable decline of 7.3 percent, indicating a shift in viewer preferences or perhaps increased competition from alternative platforms. On the contrary, the urban market experienced a slight uptick of 0.9 percent, suggesting a continued relevance of Digital Cable among urban subscribers.

The DTH sector, which has been a popular choice for television consumers for years, faced a more pronounced decline. In the rural market, DTH recorded a significant loss of 13.6 percent, raising questions about the factors contributing to this drop. Similarly, the urban market saw a decrease of 8.6 percent in DTH subscribers. This trend sparks discussions about the evolving preferences of viewers in the face of new and emerging technologies.

Amidst these shifts, FreeDish emerged as a notable contender. With a remarkable gain of 10.9 percent in the rural market, it showcased its appeal among rural viewers. Even in urban areas, FreeDish secured a solid gain of 7.1 percent. This positive trajectory highlights the platform’s growing significance and its ability to attract a wider audience.

AP Fibernet experienced a significant surge of 61.6 percent, closely trailed by HITS with a robust increase of 41.9 percent. Notably, Den, Rajasthan Infotech, and Darsh also demonstrated impressive gains, registering growth percentages of 23.8 percent, 22.8 percent, and 19.9 percent respectively.

Source: Chrome Subscriber Establishment Survey (SES), Mkt.-All India 161.8 Mn, (July ’23) Vs 165.1 Mn, (July ‘2022)

Strata observed fluctuations across different regions:

In HSM, there was a gain of 0.9 percent in the rural market, but a loss of 3.2 percent in the urban market.
In the South region, there was a loss of 9.5 percent in the rural market and a loss of 3.8 percent in the urban market.
Across All India, there was a loss of 1.9 percent in the rural market and a loss of 3.5 percent in the urban market.
Source: Chrome Subscriber Establishment Survey (SES), Mkt, – All India, July ‘2023, 161.7 Mn

The waning attraction towards conventional linear television has resulted in a steady decline in cable and satellite subscriptions. Concurrently, the upward trajectory of streaming consumption appears increasingly unavoidable. Prominent platforms such as Netflix, MX Player, Disney+ Hotstar, Jio Cinema, etc. provide extensive content repositories.

This continues to be an appealing choice for numerous cord-cutters who are hesitant to allocate additional funds for cable or digital subscriptions, which have historically been integral components of standard television setups.