India Television Market: A Screen in Every Room

The India Television Market has undergone a dramatic transformation in the last two decades. What was once a luxury item confined to a few urban homes has now become a common household fixture across urban and rural India. From black-and-white screens to Ultra HD Smart TVs, the Indian TV landscape mirrors the country’s technological advancement, rising incomes, and shifting entertainment preferences.

Television remains the primary source of information and entertainment for a large portion of the population. Despite the emergence of smartphones and streaming platforms, TV still commands a vast, engaged audience, especially in tier 2 and tier 3 cities and rural areas. The growing demand for high-resolution displays, smart connectivity, and affordable pricing has driven brands to innovate and localize their strategies to meet consumer expectations.

Expert Market Research Insight — India Television Market

According to Expert Market Research, the India Television Market is poised for continued growth as technological upgrades align with consumer demand. The organization highlights that a key driver of the market’s expansion is the rising preference for connected devices and the integration of smart home ecosystems.

Their analysis notes that India’s vast regional diversity plays a central role in shaping the product mix and pricing strategies of major TV manufacturers. For instance, in northern and western regions, demand for premium televisions is growing due to higher disposable incomes. Meanwhile, in southern and eastern India, budget-friendly and mid-range models dominate the sales charts.

Expert Market Research also emphasizes the importance of local manufacturing under the “Make in India” initiative, which has encouraged domestic production of TVs. This not only brings down costs for consumers but also fuels job creation and strengthens India’s position as an electronics manufacturing hub.

Regional Trends: How India Watches TV

Television consumption patterns in India vary significantly across regions. In metros like Delhi, Mumbai, Bengaluru, and Chennai, there's a clear inclination toward smart TVs with 4K resolution, Android OS, and built-in streaming apps. These consumers often subscribe to OTT platforms like Netflix, Prime Video, and Hotstar, turning TVs into digital entertainment hubs.

In contrast, tier 2 and tier 3 cities—such as Lucknow, Jaipur, Bhopal, and Surat—are seeing a growing preference for large-screen Full HD TVs that offer a blend of traditional cable channels and internet connectivity. Here, affordability is key. Brands like Xiaomi, OnePlus, and TCL have captured this segment by offering value-for-money smart TVs with regional language support.

Meanwhile, in rural states such as Uttar Pradesh, Bihar, and Madhya Pradesh, demand is still strong for non-smart or entry-level LED TVs, with a heavy reliance on DTH (Direct-to-Home) services. TV acts as a crucial medium for news, entertainment, and education. With government schemes focused on rural electrification and digital inclusion, TV penetration is steadily rising in these areas, further broadening the market’s scope.

The Smart TV Revolution in India

A key transformation in the India Television Market is the mass adoption of smart TVs. Consumers are no longer satisfied with just viewing content—they want access to a complete digital ecosystem. Smart TVs allow users to stream online content, cast from mobile devices, browse the internet, and even attend virtual meetings.

This shift has been fueled by increasing internet penetration, affordable data plans, and the popularity of OTT platforms. Urban Indian households now prefer TVs with features like voice command, AI integration, HDR support, and large screens—often above 43 inches.

Interestingly, this trend is slowly catching on even in smaller cities. Brands now offer smart TVs starting as low as ₹12,000–₹15,000, making them accessible to a much broader audience. Retailers and e-commerce giants like Flipkart and Amazon have also contributed to this trend with frequent discounts and financing options.

Content Consumption and Cultural Impact

Television in India is more than just a screen—it’s a cultural institution. Families gather around the TV set to watch everything from cricket matches and Bollywood premieres to religious programs and political debates. In regional states like Punjab, Gujarat, Kerala, and West Bengal, local-language channels continue to thrive, reinforcing the importance of vernacular content in the Indian TV ecosystem.

With the rising number of educational channels, news debates, and infotainment programs, TV is also shaping public opinion and social behavior. During events like elections or national crises, television remains the go-to platform for real-time updates and trusted information.

The growing popularity of regional OTT apps like Hoichoi (Bengali), Aha (Telugu), and Sun NXT (Tamil) has prompted smart TV manufacturers to integrate these platforms into their software interface, giving consumers direct access to regional content from their TV screens.

Innovations and Challenges Ahead

While innovation is reshaping the Indian television experience, the market also faces challenges. The volatility in panel prices, changing government policies on imports, and evolving GST rates impact TV affordability and supply chains. Furthermore, with mobile phones increasingly serving as portable entertainment devices, especially among the younger generation, the TV industry must work to stay relevant.

That said, the road ahead is filled with opportunity. Future growth is expected in OLED and QLED TV segments, 8K resolution, and voice-enabled remotes. Brands are also exploring eco-friendly packaging and energy-efficient models to appeal to environmentally conscious buyers.

The TV is also becoming a hub for gaming and home fitness, with several brands introducing models optimized for low-lag gaming or compatible with fitness apps. As consumer habits shift toward more interactive and personalized experiences, the India Television Market is expected to continue its dynamic evolution.