GTPL Hathway Publishes TV Viewership Data From 10,000+ STBs

GTPL Hathway has started publishing TV viewership data collected through more than 10,000 set-top boxes, introducing a return path data (RPD)-based audience measurement system for television channels and digital advertising properties. The initiative aims to provide broadcasters, advertisers and media agencies with insights into viewing behaviour and advertising performance. The company said the framework follows the Ministry of Information and Broadcasting’s guidelines and does not involve collecting personally identifiable subscriber information. 

GTPL Hathway Uses Return Path Data to Measure TV Viewership

The system gathers viewing information through RPD-enabled set-top boxes, helping track which channels households watch and how much time they spend viewing content. GTPL Hathway has also begun publishing data on the most-viewed television channels and digital advertising properties on its website.

According to reports, the current system covers nearly 1,000 television channels available on the platform, including national, regional, paid and free-to-air channels. The data is intended to help broadcasters understand audience preferences and make informed decisions about programming and scheduling. 

GTPL Hathway Plans to Expand Audience Measurement Network

The company currently uses more than 10,000 RPD-enabled set-top boxes across approximately 3,000 PIN codes. It plans to expand the measurement network to around 50,000 households over the next few months, increasing the coverage of its audience insights.

GTPL Hathway has more than 11 million active digital television homes and an estimated viewer base of 50 million. Its expanded measurement system could offer advertisers and broadcasters a broader understanding of television consumption patterns.

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TV Viewership Data Initiative Comes Amid Ratings Uncertainty

The launch comes amid uncertainty surrounding India’s television audience measurement landscape, with industry ratings facing disruption. The Ministry of Information and Broadcasting notified the Television Ratings Policy 2026 to strengthen transparency, accountability and credibility in television audience measurement.

GTPL Hathway’s initiative adds another source of viewing insights for industry stakeholders. The company said its system is supported by a baseline study conducted and managed by an independent third-party research agency. It also stated that viewing data is anonymised before processing and aggregated at the household level. 

How the Data Could Support Advertisers and Broadcasters

The RPD framework is designed to provide information on channel viewership, advertising impressions and average viewing time. These insights could help advertisers assess campaign performance and enable advertising purchases based on a cost-per-thousand-impressions model.

By using its distribution network to publish audience data, GTPL Hathway is seeking to provide additional information on television viewing trends and digital advertising properties. The initiative’s wider impact will depend on the coverage, consistency and usefulness of the data for broadcasters, advertisers and media planners.