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. Tata Sky Has a Weapon Against Smart Set-Top Boxes: It’s Called Tata Sky Binge Subscribers are Drawn More to OTT as Compared to DTH and Tata Sky Understands I believe that why Tata Sky has attained the top spot is because it has resonated with the subscriber in understanding that they are more interested in the subscription of these OTT apps rather than the medium through which they watch these shows. As such, when it actually comes to making a decision, the only difference between the hybrid Set-Top Boxes and a service such as Tata Sky Binge is that of a single HDMI connection behind your TV screen instead of two. However, for the subscribers who are already hooked on to these platforms, the Tata Sky Binge service is the best option as it gets them complimentary subscription to these apps, and also Android TV access for a meagre monthly subscription instead of simply a Set-Top Box which amalgamates two of those and leaves the subscription to be borne only by the subscriber.
