India’s pay DTH market is experiencing a steady decline, but Tata Play believes live television still has a place in the evolving entertainment landscape. Instead of moving away from traditional TV, the company is changing how viewers access it through its new app-based service, Tata Play Smart.
The service offers more than 500 live television channels on compatible connected TVs through an internet connection, eliminating the need for a satellite dish, set-top box or technician visit. It primarily targets urban households with smart TVs and high-speed broadband that have switched to streaming platforms but still want access to live television.
According to the Telecom Regulatory Authority of India (TRAI), India’s active pay DTH subscriber base fell 13.4% year-on-year to 48.56 million as of June 30, 2026, compared with 56.07 million a year earlier.
Harit Nagpal, MD and CEO of Tata Play, believes live television remains relevant, particularly for news, sports and programmes that viewers prefer watching as they are broadcast. However, the way people access this content is changing.
Tata Play Smart aims to bridge the gap between traditional television and streaming by offering a familiar interface featuring channel numbers, an electronic programme guide and browsing options organised by language and genre. The goal is to let viewers access live channels through a single platform instead of navigating multiple streaming applications.
Targeting Connected-TV Households
Tata Play Smart is primarily aimed at urban consumers who have reliable broadband connections and connected televisions but have discontinued their traditional DTH subscriptions.
Nagpal estimates the service’s potential addressable market at approximately 15 million households, although the company has not announced a first-year subscriber target.
Unlike conventional DTH services, the app-based model removes the need for hardware distribution and installation. This allows Tata Play to expand its reach without the logistical requirements associated with satellite television connections.
Nagpal emphasises that the company will measure success through paid subscriptions rather than app downloads alone.
The pricing structure is designed around consumers’ language preferences. A monthly subscription covering one language across genres such as entertainment, movies, sports, news, music and children's content costs Rs 199. Customers can add a second language for Rs 99, bringing the total to Rs 298 per month.
According to Nagpal, this approach offers a simpler and slightly cheaper alternative to conventional DTH subscriptions for households that primarily watch content in one or two languages.
The service is available through compatible smart-TV platforms, including Samsung, Android TV, VIDAA, Google TV and Fire TV. It can also be accessed on Android and iOS smartphones and tablets, as well as laptops.
To promote the launch, Tata Play has introduced a campaign featuring actor Rajkummar Rao in dual roles as a father and daughter. Conceptualised by Ogilvy and directed by Advait Chandan, the campaign highlights the convenience of watching live television without a satellite dish, set-top box or installation.
Responding to the Decline in DTH Subscriptions
The launch comes as traditional television distribution faces increasing pressure from broadband connectivity, streaming services and bundled digital entertainment offerings.
TRAI data shows that India’s active pay DTH subscriber base declined from 65.25 million in March 2023 to 62 million in March 2024, 56.92 million in March 2025 and 49.05 million in March 2026.
Tata Play remains the market leader, with a 30.56% share and 14.8 million active subscribers as of June 2026.
Other players are also exploring internet-based television services. Bharti Airtel offers IPTV, combining live channels, on-demand programming and OTT applications through broadband. Dish TV has introduced VZY, a smart-TV brand and entertainment ecosystem that combines live DTH television with streaming applications and pay-per-view content. Sun Direct also provides internet-based access to live channels and OTT content through its Sun Direct GO app.
Nagpal attributes part of the DTH decline to the growing availability of broadcaster applications bundled with broadband and mobile services. Consumers can increasingly access television content through these offerings without purchasing a separate pay-TV subscription.
He also points out that the growth in OTT viewership has not resulted in a proportionate increase in paid OTT revenues, as some consumers access content through bundled services.
Meanwhile, the increase in the number of pay-TV channels has not reversed the subscriber decline. TRAI data shows that the number of pay-TV channels rose from 333 in March 2025 to 342 in March 2026, although Nagpal believes many of the additions are long-tail channels rather than offerings that substantially expand mainstream viewing choices.
DTH Still Matters in Rural Markets
Despite the decline in urban subscriptions, Tata Play does not consider the trend uniform across India.
Nagpal says DTH continues to grow in rural areas where broadband access remains limited. For many households in these markets, satellite television remains an important way to access entertainment and news.
He adds that Tata Play continues to acquire more DTH customers daily than Binge customers, reflecting the continued relevance of traditional television in certain segments.
The company therefore expects its three services to address different consumer needs. DTH will continue serving households that depend on satellite connections, Tata Play Binge will cater to OTT viewers, and Smart will target connected-TV users who want live television delivered over the internet.
An App-Led Model for Future Growth
Looking ahead, Nagpal expects Tata Play Smart and Binge to account for a growing share of the company's business over the next three to five years, while DTH remains relevant in regions with limited broadband penetration.
The app-led model also gives Tata Play greater flexibility to scale without the operational challenges associated with distributing and installing physical equipment.
For the company, Tata Play Smart represents an attempt to preserve the familiarity of live television while adapting to changing viewing habits. By combining traditional channels with internet-based access, Tata Play aims to serve consumers who want the convenience of streaming without giving up live news, sports and scheduled programming.
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