POPULATION 1,328,813,492 TV HOUSEHOLDS 170,000,000 TV PENETRATION 65.2% LICENSED TV CHANNELS 902 HD CHANNELS 77 HOUSEHOLD SIZE 4.8 CABLE TV HOMES 778 million CABLE TV PENETRATION 87.6% PAY-TV HOMES 130,000,000 DTH HOMES 50,000,000 INTERNET USERS 20% BROADBAND SUBSCRIBERS 100.84 million TELEPHONE SUBSCRIBERS 1,009,560,000 OVERALL TELEDENSITY 81.82% MOBILE SUBSCRIBERS 1033.40 million NET PIRACY COST US$2.9 billion MULTICHANNEL HOMES 167,000,000 MULTICHANNEL PENETRATION 95.2% NON-TERRESTRIAL TV CONNECTIONS 152,000,000 –Asia Pacifi c Multichannel TV 2016, by CASBAA –India Bureau of Statistics –India Multi-Screen Report 4 Quarter 2016 – OzTAM –OzTAM Universe Estimates 2 Quarter 2016 – Individuals –Internet Live Stats, Internet Users by Country (2016) –Multichannel Television Advertising in Asia, (2016) –SNL Kagan APAC OTT –casbaa.com/advertising/countries/india
T elevision has always been the biggest draw of crowd since the early seventies in India. Today, it is perhaps as big as the entire continent of Europe. The Broadcast Audience Research Council of India (BARC), the country’s TV viewership monitoring agency, has increased its estimates for audience size and television penetration, saying the medium now is watched by 780 million citizens in the South Asian nation.
By comparison, Europe has a population of about 745 million. After the update, the homes with a television set in the country have gone up to 183 million from 154 million, implying an increase in TV penetration to 64%, from the earlier estimate of 54%.
The marked increase follows the latest broadcast India survey, the largest ever research study undertaken to ascertain TV universe and television viewing habits in India. Fieldwork for the broadcast India survey was carried out between November 2015 to February 2016, covering 300,000 homes across 590 districts, touching about 4,300 towns and villages.
Partho Dasgupta, CEO of BARC India said, “The TV universe in India is ever growing and changing and so is the profi t and choice of a TV viewer. The last survey done was in 2013 and the last census was in 2011. The consumer and viewer landscape is changing rapidly with electrifi cation, prosperity, changing modes of signal and digitisation.”
According to Media Partners Asia (MPA), India is set to become Asia- Pacifi c’s best performing ad market over the next fi ve years, with net ad revenue expanding at a 13.1% CAGR between 2017 and 2022. This will help India overtake Australia to become the region’s third largest ad market by 2022, after China and Japan. Australia will fall to fourth place, while Korea will remain in fifth.