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TV distributors switch to apps to keep the show going

India's television distribution industry is moving towards app-based delivery amid changing consumer preferences and connected TV growth. Several companies are launching linear TV streaming services through apps on connected devices, which could reduce costs. Linear pay TV is losing subscribers while free TV and connected TV are gaining significantly. This shift is seen as an opportunity to reach urban consumers and combine live television with streaming content.

23 Sep 2026 12:18 am