From The Economic Times · Javed Farooqui · · 1m 10s
TV distributors shift to apps to survive
Indian TV distributors launch app-based streaming to counter falling pay-TV subscriptions and rising connected TV demand
In brief
Indian TV distributors launch app-based streaming to counter falling pay-TV subscriptions and rising connected TV demand Dish TV's Vzy app combines live TV with streaming to reduce costs while reaching urban audiences Originally reported by The Economic Times.
TV distributors pivot to apps
India's traditional TV distributors shift to app-based delivery as pay-TV subscriptions drop and connected TV grows.
“Technology is changing rapidly, and the linear TV industry must adapt to evolving consumer behaviour and technological innovations.”
Dish TV launches Vzy
Dish TV's Vzy app offers 200+ live channels, 29+ OTT platforms, and free content through connected devices.
Competitors follow
Tata Play and Sun Direct test similar app-based linear TV services to reduce costs and reach urban consumers.
Connected TV growth
Connected TV now reaches 62-65 million Indian households and 207 million viewers, tripling since 2022.
Subscription shifts
Linear pay TV lost 11 million subscribers in 2025 while connected TV gained 10 million.
Cost savings
App delivery reduces set-top box costs and customer service infrastructure, cutting capital expenditure.
Regulatory clarity
Trai mandates tariffs for linear channels delivered via connected TV apps, ensuring content remains the same.
The bottom line
Dish TV's Vzy app combines live TV with streaming to reduce costs while reaching urban audiences
