However, advertising is expected to continue growing till 2020 led by digital advertising, the report said.The report also estimates that approximately 1.5 million consumers in India today are digital only, and would not normally use traditional media. This customer base is expected to grow to ~4 million by 2020 generating significant digital subscription revenues of Rs 20 billion. This figure is expected to touch 72% by 2020.The report adds that the TV industry grew from Rs 594 billion to Rs 660 billion in 2017, a growth of 11.2% (9.8% net of taxes). While advertising grew to Rs 267 billion comprising 40% of revenues, distribution grew to Rs 393 billion, 60% of total revenues. Further, the total deal value was also lower at $1,261 million in 2017 compared to $2,863 million in 2016.

Source: Economic Times March 04, 2018 14:17 UTC