India’s TV industry faces deeper pressure as viewers, advertisers move online

India’s television broadcast industry came under deeper structural pressure in FY26 as slowing advertising demand and a shrinking pay-TV subscriber base underscored the accelerating shift of audiences and marketers toward digital platforms.

Even marquee sporting events, historically a key driver of television subscriptions, failed to meaningfully reverse subscriber losses as viewers increasingly migrated online, highlighting the structural challenges confronting broadcasters.