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68% of US TV customers willing to switch providers
MUMBAI: Over two-thirds of American pay television subscribers would be willing to switch providers if offered a price discount of 20 per cent, according to a report published by Strategy Analytics.
While Cable customers were the most likely to churn, only half as many (33 per cent ) of Telco TV/IPTV subscribers would jump ship. The report, “Digital TV Customer Satisfaction: US Survey Results 2H‘09,” surveys 856 digital pay television subscribers in the US.
Overall, respondents reported high satisfaction with their current digital television provider, with 71 per cent claiming to be “somewhat” or “very” satisfied. There was a marked difference, however, among access platforms. Telco/IPTV customers reported 95 per cent overall satisfaction, compared to 78 per cent for satellite, and 67 per cent for cable. Fewer than 22 per cent of subscribers—irrespective of platform—felt they were getting “value for money” that exceeded expectations.
Strategy Analytics Multiplay Market Dynamics service director Ben Piper says, “The value-for-money result was perhaps the most important finding of this study. It underscores a trend we have been seeing for the past 18 months: a growing number of customers are beginning to question the value of a “traditional” pay TV subscription in light of expanded “over-the-top” offerings, such as Hulu and Netflix.”
While telco TV/IPTV is expected to make impressive strides in the upcoming years, the platform‘s success is certainly not a foregone conclusion, according to Piper. In a highly penetrated market such as the US, growth will not be organic. Rather, telcos will need to articulate a compelling case for users to switch.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
