South India stays loyal to Pay-TV in times of OTT

The south Indian market has remained resilient amid pay TV’s decline, especially in the Hindi-speaking market (HSM), driven by strong consumption habits, affordability and innovative content, said industry experts. HSM has been experiencing a steep decline in its pay-TV subscriber base due to the rise of OTT, YouTube and DD Free Dish, the free direct-to-home (DTH) service from Prasar Bharati.