Cable operators are already losing customers to DTH (Direct-to-Home) and OTT (Over-the-Top) platforms. If cable TV prices go up again, even more people may switch to DTH or OTT services.
A report by Ormax in 2022 found that, on average, each paying OTT user in India subscribes to 2.4 different platforms. The report also estimated that India has around 424 million OTT users.
Partho Dasgupta says, “With the number of OTT users growing rapidly, cable operators need to improve their services to stay in business. They must offer better pricing plans and attractive deals to compete in the changing media industry.
Indian Entrepreneur 
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