TAM report: DTH more sticky than CAS

TAM conducted a study to understand the usage behavior of DTH vs CAS subscribers and here are a few interesting insights:

  • Analogue cable households spend 150 minutes per day, digital TV households watch television for at least 186 minutes per day.
  • Digital cable TV homes devote that time to watch 43 channels as compared to 30 channels on analogue cable
  • The number of paid DTH homes currently are estimated to about 6.5 million and number of cable set-top box homes is estimated to be 1.3 million
  • Maharashtra, Madhya Pradesh and Rajasthan are the top three states that house the largest number of DTH homes. [source]

DTH adoption is largely being driven by picture quality/number of channels and the easy one-time payment option also makes it easy for consumers to switch.

Few DTH stats

  • 6.5 million customer base
  • Players – Tata Sky, Reliance BigTV, DishTV, Prasar Bharati’s DD direct and Sun TV DTH  (new entrants like Videocon Industries Ltd. and Bharti Airtel Ltd., which are planning DTH services.)
  • TRAI has recommended to increase the FDI cap in DTHto 74%.

Recommended Read: Top 20 Indian Cities that accounts for 1/3rd of Disposable Income.

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