Linear TV Loses 11M Subs

Linear TV and streaming can coexist, with traditional TV distributors turning to app-based delivery of linear channels to adapt to changing viewing habits. This shift is driven by the need to provide consumers with flexibility and freedom to move seamlessly between different screens.

The numbers tell a story of change in the TV industry. Linear pay-TV lost around 11 million subscriptions in 2025, while connected TV gained approximately 10 million subscriptions in the same year. Connected TV now reaches an estimated 62-65 million households and 207 million viewers.

Dish TV-owned Vzy has launched an app offering more than 200 live TV channels alongside 29+ OTT platforms, bringing together the scale and familiarity of television with the flexibility of streaming. Other players, such as Tata Play, Sun Direct, and GTPL Hathway, are testing similar app-based services.

## Why it matters The convergence of television, streaming, mobile, and connected TV is changing the way Indian viewers consume content. As FICCI Media & Entertainment Committee chairman Kevin Vaz noted, the opportunity is not to choose between different screens but to allow consumers to move seamlessly between them while giving media companies better ways to understand and serve audiences. The large screen remains relevant as a shared viewing experience, and the shift to connected TV is driven by the need to provide consumers with flexibility and freedom.

The growth of connected TV is a significant trend in the TV industry, and traditional TV distributors are adapting to this change by launching app-based services. As the TV industry continues to evolve, it will be important to watch how these trends play out and how consumers respond to the changing landscape.