Rebecca Hawkes ©RapidTVNews | 28-08-2011

Pay-TV is now consumed by over 100 million households in India - 70% of the homes in the vast south Asian nation - according to a new report from Digital TV Research.

India’s appetite for premium content is still growing, with 139 million paid for subscriptions expected by 2016, equating to revenues of US$8 million, so average revenues per unit (ARPUs) will remain low.

While cable and analogue will continue to dominate India’s television landscape, internet protocol TV (IPTV) is on the rise thanks to investment in broadband, and the country should register 8.7 million IPTV subscribers within five years.

Direct to home (DTH) satellite TV households are forecast to reach 47 million by 2016, up from 30 million at the end of 2010. As ARPUs increase, Digital TV Research expects DTH revenues to reach $3.4 billion in five years.

While large, these figures are still eclipsed by those hooked into India’s expansive cable TV network. Over the coming five years, digital conversion will step up a pace, although most Indian homes (51 million) will remain with analogue cable services. However 32 million homes will receive digital cable TV services come 2016.

In total, the report suggests India will register 111 million subscribers of digitally-delivered pay-TV come 2016 – be that by cable, DTH or IPTV.