The media and entertainment (M&E) industry is experiencing a sweeping transformation, blending legacy formats with technological advancements to meet evolving consumer demands. While Over-the-Top (OTT) platforms have revolutionized content consumption, the potential resurgence of cable TV and the rise of Internet Protocol Television (IPTV) could redefine the traditional media landscape.
The Shifting Dynamics of Media Consumption
OTT platforms like Disney+ Hotstar, ZEE5, and SonyLIV have set new benchmarks in personalized, on-demand entertainment, capturing a growing share of the audience. In India, the OTT market was valued at ₹17,000 crore in 2023 and is expected to reach ₹20,000 crore by 2025. However, according to Ormax Media’s OTT Audience Report, active paid subscriptions dropped from 101.8 million in 2023 to 99.6 million in 2024. This slowing subscription growth and increased competition present opportunities for traditional media to evolve.
Cable TV, once the dominant entertainment medium, has faced significant disruption. Streaming services accessible on smartphones and tablets have reduced the appeal of traditional cable. Yet, the industry is far from obsolete; it is adapting by leveraging technologies like IPTV to integrate modern features and offer a more dynamic viewing experience.
The Evolution of Cable TV Through IPTV
IPTV is breathing new life into cable TV by blending traditional programming with digital innovations. These services combine live TV, video-on-demand, and access to streaming apps on a single platform, creating a unified entertainment experience. Hybrid set-top boxes enable viewers to seamlessly navigate between live broadcasts and OTT content, addressing diverse audience needs.
Technological advancements are key drivers of this transformation on the backbone of strong broadband connections. The rollout of 5G networks is enabling ultra-HD streaming and real-time content delivery. Globally, AI-powered recommendations and interactive features, such as voice-activated search and live shopping channels, are enhancing engagement. IPTV’s ability to integrate with smart TVs and connected devices is further expanding its reach, especially among tech-savvy consumers.
Regional Content: The Common Thread
Regional and hyper-local content continues to dominate viewership in India, with over 60% of OTT consumption in 2023-24 coming from non-Hindi languages. This trend also influences linear-TV-oriented broadcasters, which are investing heavily in regional programming to cater to India’s multilingual audience. By focusing on hyper-local storytelling, broadcasters, with the support of Digital Platform Operators (DPOs) and Last Mile Owners, are bridging gaps that global streaming platforms often overlook.
Hybrid Models: The Future of Entertainment
Cable TV and IPTV are slowly evolving into hybrid models that combine the strengths of traditional and digital media. Services like Jio TV Plus are pioneering this approach, offering live TV alongside OTT content in a single interface. Cloud-based solutions now allow users to record shows without the limitations of traditional DVR systems, while AI-driven ad targeting and personalized content are creating tailored experiences.
Challenges and Opportunities in the M&E Industry
The industry continues to face challenges such as piracy, regulatory disparities, and the rising cost of both linear content and multiple OTT subscriptions. Yet, these hurdles could also present opportunities for the future. Digital Platform Operators across HITS, MSOs, and DTH are well-positioned to provide affordable, unified solutions that appeal to cost-conscious audiences. The growing availability of high-speed internet and expanding 5G networks is enhancing the viability of these platforms.
One of the significant challenges faced in linear TV lies in capturing the attention of Gen Z audiences, who are increasingly shifting away from traditional linear content. This generational shift has created an imperative for broadcasters to innovate and find ways to attract younger viewers to linear channels. Strategies to engage Gen Z may include integrating interactive elements, gamification, and leveraging social media for cross-platform promotion.
A Unified Entertainment Landscape
The future of the M&E industry lies in its ability to integrate legacy with innovation. Cable TV’s evolution through IPTV exemplifies this balance, offering a dynamic and personalized alternative to standalone OTT services. As digital platforms continue to grow, cable and IPTV are reinventing themselves to stay relevant, ensuring a unified and engaging entertainment experience for diverse audiences worldwide.
Very exhaustive and insightful article on the shifting dynamics of the media consumption esp the younger generation Z and challenges and Opportunities it poses to the traditional Linear content and Distribution. Innovation in technology and customised content for better engagement is the key….well written and nicely conveyed .