Digital is exploding with the rise of a new class of cord-cutters. Cord-trimmers opted for skinnier packages or cheaper alternatives to their existing cable subscriptions, while cord-nevers chose to stream content over linear TV. Despite this, TV remains a default for millions of households across India. However, the younger generation is swiftly cutting the cord on their cable and satellite subscriptions, relying largely on the internet to meet their entertainment demands. Cord-cutters have quickly become the most sought-after demographics, with entertainers, publishers, and advertisers eager to reach this sizeable, large audience at scale.

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