For Indian viewers around the world, entertainment isn’t just on TV anymore—it’s wherever you want it to be. Never before have people had this much control over what to watch, when to watch it, and where. From daily soaps and Bollywood films to IPL cricket and reality shows, many of India’s favourites are now available through on-demand streaming and mobile platforms.
With new generations leading much faster-paced, cross-border lifestyles, it’s only fitting that their entertainment choices are breaking free from traditional boundaries. Couple that with faster internet speeds, increased accessibility to affordable devices, and platforms catering directly to a variety of Indian languages and genres, and we’ve got the perfect recipe for an entertainment revolution.
In this article, we’ll take a closer look at how Indian viewers worldwide are pivoting from traditional content consumption methods to entertainment made just for them.
Moving on From Cable TV
It’s not making headlines, but it might as well be: Indian viewers are leaving cable TV in the dust, just like other global audiences. When cable was introduced back in the day, it was considered revolutionary. With it, viewers were no longer limited to poor-quality images and a mere handful of local channels. There was now news, music, sports, and niche channels catering to a wider range of tastes, but more importantly, programming from across India and around the world. Suddenly, even viewers who never left their hometown could experience new stories and cultures from their living rooms.
Now that Indians are increasingly branching out, whether living abroad or travelling more, they want to stay entertained regardless of their geographic location. With satellite TV, set-top boxes, streaming services, and mobile platforms entering the picture, cable TV quickly took a backseat.
Making Room for On-Demand Streaming
For many in the Indian diaspora, on-demand entertainment is as much about staying connected to home culture as it is about convenience and choice. Once instant streaming became accessible to the public, it was a no-brainer for viewers to make the switch. They didn’t have to be bound by cable packages, static TVs, and TV schedules anymore; instead, they could binge-watch the latest Hindi drama or discover new web series on YouTube.
Let’s say an Indian teen heads off to university in Canada—on-demand services mean they can still stay connected to their favourite content in their native language, even while adjusting to a new culture and time zone. Tamil drama, Hindi reality show, or something different altogether, it’s all available whenever Indians want a taste of home. Cable simply lacks the flexibility and massive selection of regional and international movies and shows, making it hard to remain competitive.
A Mobile-First Approach
At the end of 2022, the secretary of the Ministry of Information and Broadcasting stated that India had over 600 million smartphone users. Among countries with increasing smartphone penetration, India is one of the standouts thanks to factors like low data rates, affordable mobile devices, and a surge in demand for social connection and entertainment. With internet access and powerful devices right in people’s pockets, smartphones expand users’ freedom even further.
Anytime access immediately resonated with younger generations who didn’t want to be tied down by fixed locations and schedules or limited options. It completely transformed how Indians consume content, from scrolling through quick, short-form content and immediate news updates to live events and classes.
Non-Traditional Entertainment Formats
All these changes meant passive TV watching was far less appealing to the average Indian viewer. Platforms and apps took notice, and non-traditional formats began to flourish. Streaming giant Netflix features exclusive mobile games that are included with a membership and unconventional interactive storytelling shows like Black Mirror: Bandersnatch, where audiences can decide how their adventure plays out. To complement streaming, many Indians are also exploring mobile-friendly options like online casino games and live dealer tables. Many Indians living in Canada rely on Canada’s most helpful gambling site, while those in India or elsewhere use their local equivalents.
The Age of Personalized Content
Personalization has been a slow burn. Viewers initially settled for whatever they could get on TV, but eventually reached the stage where they expected content tailored to their lifestyle, tastes, and mood at any given moment. When platforms aren’t able to meet those expectations, viewers are quick to jump ship.
Streaming platforms and apps use carefully curated algorithms to cater to individual preferences, using data points from watch history, search habits, and viewing times—something traditional TV could never dream of offering. Even less tech-savvy viewers can hop on the bandwagon, watching reruns of old classics and nostalgic favourites that they used to watch on VCDs or live TV.
Many Indian families used to gather around a TV set for prime-time shows like Ramayan or Mahabharat, making the watching experience a sacred community event. Fortunately, those from all generations can still preserve that communal experience by hosting watch parties online and syncing up viewing schedules with loved ones around the world.
The New Wave of Indian Entertainment
Indian entertainment was traditionally structured and communal, Hindi-dominated, and revolved around song and dance. While these qualities are still well-preserved in the industry, alternative formats and on-demand streaming have added new dimensions for new generations, providing the chance to explore less popular and previously underrepresented genres and languages.
Cultural pride and connection are deeply ingrained in many Indians’ identity, and despite migration and changing lifestyles, entertainment is a powerful means of staying grounded in that identity. At the same time, it opens the door to new perspectives and stories through platforms that meet Indian viewers wherever they happen to be.
