Report Description

Forecast Period


Market Size (2023)

USD6.48 Billion

CAGR (2023-2028)


Fastest Growing Segment

Standard Definition

Largest Market

South India

India direct-to-home (DTH) services market size is expected to expand during the forecast period. The DTH service market in India is expected to continue to grow, driven by increasing demand for premium entertainment services, the expansion of rural broadband connectivity, and the emergence of new technologies like 4K and virtual reality thus, there is an increase in demand for Direct-To-Home (DTH) service in India during the forecasted period.

India Direct-To-Home (DTH) Services Market Scope

The DTH technology enables a broadcasting provider to directly broadcast the signal to a television set using a receiver that is installed in the house. There is no requirement for a separate cable connection. Direct-to-home (DTH) broadcasting services are used in India to distribute multichannel TV shows through a satellite system, sending TV signals directly to subscribers' homes. The main types of Direct-To-Home (DTH) services are Standard Definition, High Definition, and Others. The services are subscribed through basic, standard, premium, and other subscriptions by end users which includes residential and commercial users.

India Direct-To-Home (DTH) Services Market Overview

The demand for DTH services in India is growing day by day. Numerous companies in the market offer DTH services. By offering appealing deals, companies attract additional prospective customers to remain competitive. Every DTH service provider has introduced several innovative services. The market for Direct-To-Home (DTH) services is being driven by the rise in demand for HD-quality content.

India is one of the largest DTH markets by number of consumers. According to a 2022 Telecom Regulatory Authority of India report, the pay DTH and cable sectors combined had 122 million subscribers as of March 2021. A total of 125 million people pay for TV service; 67 million of those people subscribe to cable, 55 million pay for DTH, and 3 million to Headend-in-the-Sky (HITS). Currently, more than 95% of pay-TV viewers are served by the cable and DTH industries. Approximately 65.58 million active subscribers constituted the pay DTH sector's overall subscriber base as of September 2022.

India Direct-To-Home (DTH) Services Market Drivers

Various drivers are contributing to the growth of the Direct-to-Home (DTH) service market in India. The growth of the middle class in India, along with rising disposable incomes, has led to an increase in demand for premium entertainment services such as DTH services. The government's push towards digitalization and the switch to digital broadcasting has been a prominent driver of the DTH service market in India. This has made DTH services more accessible to consumers and has led to increased demand for premium entertainment services in India. Moreover, DTH service providers offer the flexibility to choose packages and pay for only the channels that one wants to watch. This customization feature has attracted more customers which is also expanding the DTH service market in India.

Furthermore, the DTH services provide the convenience of accessing television channels from the comfort of one's home without having to worry about cable wires and connections. DTH service providers offer a larger selection of regional language channels, which appeals to a wider audience and has led to increased demand for their services along with a wide range of HD channels, which offer better picture and sound quality compared to traditional cable TV, and this has been a significant driver of the DTH service market in India.

India Direct-To-Home (DTH) Services Market Trends

The demand for Direct-To-Home (DTH) is expanding due to a few new trends in Direct-To-Home (DTH) in India. With the rise of regional language content and regional channels, DTH service providers are increasingly offering more regional channels to cater to the diverse linguistic and cultural needs of Indian viewers. DTH service providers are bundling their services with other value-added services such as OTT platforms, music streaming services, and video-on-demand services to offer a more comprehensive entertainment package. Moreover, with the emergence of new technologies such as 4K, ultra-high definition, and high-definition resolution, DTH service providers are adopting these technologies to offer better-quality viewing experiences to their customers.

Additionally, DTH service providers are expanding their services to rural areas, where cable television may not be easily accessible. This has helped increase the subscriber base and revenue for DTH service providers. These DTH service providers are offering customized packages based on the preferences of their customers, which has helped them retain existing customers and attract new ones. The DTH service providers are also encouraging online payment and self-service through their mobile apps and websites, which has made it easier for customers to recharge their accounts and access their accounts from anywhere. Thus, these trends indicate that the DTH service market in India is evolving to meet the changing needs of consumers and is likely to continue to grow in the coming years.

India Direct-To-Home (DTH) Services Market Challenges

The DTH service market in India is highly competitive and dynamic, and service providers need to constantly innovate and adapt to meet the evolving needs of consumers. The challenges faced in the DTH service market include regulatory challenges as the DTH industry is subject to various regulations and guidelines, which can make it challenging for service providers to launch new services and expand their operations. Moreover, setting up infrastructure in remote and rural areas can be challenging and expensive. This has limited the reach of some DTH service providers, particularly in areas where cable television is more prevalent. Consumers’ increasing shift toward online streaming services and mobile viewing is hampering the growth of the market in India. Thus, DTH service providers need to adapt to these changing preferences and offer more flexible and personalized services to stay relevant.

Recent Developments in India Direct-To-Home (DTH) Services Market:

  • In 2022, Jio DTH is the direct-to-home tv channel service announced to launch in metro cities like Bangalore, Chennai, Hyderabad, Delhi, Pune, and a few more. The subscribers are given the option to choose either satellite or the internet which will be having online HD channels and OTT apps like Netflix, Zee5, Discovery+, and Disney Hotstar.
  • In 2022, Tata Sky launched a new smart setup box in India called TataSky Binge+ that will run on Android TV and support compatible apps from the google play store and will allow users to watch both live TV and OTT content on one device.
  • In 2021, Tata Sky partnered with Amazon to launch a special edition of Fire TV Dongle, Amazon Fire TV Stick – Tata Sky Edition.

India Direct-To-Home (DTH) Services Market Opportunities

The direct-to-home (DTH) service market in India presents several opportunities for growth and expansion. With the majority of India's population residing in rural areas, there is significant potential for DTH service providers to expand their services to these areas where cable television may not be easily accessible. Moreover, offering value-added services, such as OTT platforms, music streaming services, and video-on-demand services, can help DTH service providers differentiate their services and provide a more comprehensive entertainment package to customers. In addition, offering customized packages, based on the preferences of customers, is an opportunity for DTH service providers to increase customer loyalty and attract new customers. Integrating DTH services with smart devices such as smartphones, tablets, and smart TVs can help DTH service providers provide a more seamless viewing experience to customers and increase customer engagement.