Why Tata Sky Has Not Launched a Hybrid Set-Top Box Yet and Why It Does Not Need To

A lot has been happening in the DTH industry since the start of this year. The Telecom Regulatory Authority of India (Trai) has brought new rules into implementation, and these have shaped the DTH industry to its current position. However, if we look at the big picture of the DTH industry, although the industry ARPU is set to increase in the coming times, there is also the fact to consider that the DTH industry is losing subscribers at a rapid pace. This loss of subscriber base has mostly been in the name of OTT platforms and the subsequent rise of the monthly rentals of DTH subscriptions. There is no doubt about the fact that the subscribers who are drawn to OTT services have let go of their DTH connections due to the rising costs and then started using other alternatives platform. Now, in all of these changes, I have also seen a massive shift in the subscriber composition between the DTH operators. While Tata Sky has ranked on the top of the list, now Dish TV ranks on the second position. This somehow maps to why Tata Sky has not yet introduced a hybrid Set-Top Box in the market. Read ahead to find out why I say this.

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Shift In Consumer Behaviour of the DTH Industry

As of now, what I see currently in the DTH industry is a new wave of Hybrid Set-Top Boxes which are being launched back to back by the various DTH operators. This simply points to one direction. There is an underlying feeling in the DTH industry that the OTT platforms are stealing away subscribers from the DTH companies and rightly so, I see the change happening right in front of my eyes. With the penetration of high-speed data now reaching the nooks and corners of the country, the subscribers are currently being exposed to various content platforms. On top of that, the telecom operators have found the subscription to these OTT platforms as the best kind of additional benefit that they could extend to their subscribers free of cost. This has led to a very extensive adaption of OTT platforms with the subscribers.