Chrome Data Analytics & Media announced the results for its bi-annual subscriber establishment survey (SES) releasing November report based on a Pan India ground survey conducted between April to June, 2021 representing 209.3 million TV households in the country, across a sample taking one out of every 175 households. The survey is a periodic study conducted by Chrome DM to understand the changing landscape of the TV universe. The results capped off a substantial jump in Cable and Satellite (C&S) homes by 7.3%, where the subscriber base has seen a jump from 167.9 to 180.1 million households.
As per the SES November 2021 report, there has been a sizable growth in Freedish by a giant margin of 11.1% where it maintains a northward climb in both rural and urban India. Pay DTH also saw a prominent jump by reaching a net total growth of 8.5% while the same results also showed a progressive rise in digital cable by 4.1%.
The survey also illustrates the downward decline of the almost extinct analog cable by a remarkable margin of 80.9%. While over 27,755 households retained the analog subscriptions back in December 2020, the number has dropped to just over 5306 households in the month of June 2021.
Speaking of the report, Pankaj Krishna, Founder and CEO, Chrome DM said, “OTT is here and TV continues to rule with over 200 million-plus base in India. I am glad to see an upswing in the overall cable &satellite subscriber numbers which have grown from~167 million in December 2020 to ~180 million now from ~184 million in April 2020 to ~167 million in December 2020.”
Most of India’s Leading Broadcasters are using the SES to:
- Optimize Distribution Revenues by way of identifying cable network footprints
- Outline promotions and generate media hype
- Audit threshold subscription numbers based on Operator’s CAS report
- Minimize Carriage fee spends – Chrome Distribution Investments Index
Chrome SES November 2021 report offers data and analytics that provide ranging insights which go beyond the broadcast industry. These audits can be used to understand the forthcoming market trends while allowing various media planners and associated advertisers to gather deep insights into the changing fluctuations, viewer distribution and the ever-evolving mood of the subscribers.