What's Happening?
India's pay-television industry has experienced a significant reduction in its workforce over the past decade, as detailed in a recent analysis by Storyboard18. The shift in consumer preferences towards streaming platforms, Smart TVs, and YouTube has led to a gradual
decline in traditional television roles. Companies like DishTV and Sun TV Network have seen their employee numbers drop dramatically, with DishTV reducing its workforce from 1,020 in 2015 to 344 in 2025, and Sun TV Network from 1,906 in 2016 to 932 in 2025. The demand for roles such as TV programming and scheduling executives has decreased by more than 50% since 2019. This trend reflects a broader shift in media consumption, with India losing about 40 million pay-TV households between 2018 and 2024. The decline in employment has affected not only corporate offices but also local cable operators, who have reduced their workforce by 31% since 2018.
Why It's Important?
The reduction in workforce within the pay-TV industry highlights a significant transformation in media consumption patterns, driven by the rise of digital streaming services. This shift has implications for employment trends, as traditional roles in broadcasting are being replaced by positions focused on digital and data-driven operations. The demand for skills in data analytics, digital product management, and technology roles is increasing, reflecting the industry's pivot towards online platforms. This transition also underscores the challenges faced by mid-level managers and traditional broadcast professionals, who are experiencing slower salary growth and reduced opportunities. The industry's evolution is indicative of a broader trend towards digitalization, which is reshaping job markets and skill requirements across various sectors.
What's Next?
As the pay-TV industry continues to adapt to changing consumer preferences, companies are likely to focus on expanding their digital and data capabilities. This may involve further investment in technology and the recruitment of professionals with expertise in digital monetization, platform strategy, and data analytics. The shift towards digital platforms is expected to continue, with companies prioritizing roles that support subscription growth, lifecycle marketing, and digital advertising. The ongoing transformation may also lead to further consolidation within the industry, as companies seek to streamline operations and enhance efficiency. Stakeholders, including employees and industry leaders, will need to navigate these changes by embracing new technologies and adapting to evolving market demands.
Beyond the Headlines
The decline in traditional pay-TV roles and the rise of digital platforms reflect broader cultural and technological shifts. As consumers increasingly turn to on-demand and personalized content, the media landscape is undergoing a fundamental transformation. This shift raises questions about the future of traditional broadcasting and the role of regulatory frameworks in supporting industry adaptation. Additionally, the transition highlights the importance of reskilling and upskilling the workforce to meet the demands of a digital economy. The evolving media environment also presents opportunities for innovation and the development of new business models that cater to changing consumer preferences.
