India's television market is projected to grow to $18.1 billion by 2029, driven by shared viewing habits, affordable cable packages, and robust regional content. Despite the rise of OTT streaming, Indian households view TV and streaming as complementary, not substitutes. The affordability of monthly cable packs, offering numerous channels across languages, makes traditional television a cost-effective shared entertainment option, particularly for middle-income segments, compared to multiple OTT subscriptions and broadband requirements.