New Delhi, Nov. 3 -- It may be an overstatement to say that cord-cutting is gaining traction in India, as a recent report by media consulting firm Ormax shows that the country still has nearly three television viewers for every one person watching over-the-top (OTT) content.

However, the study highlighted that most streaming platforms remain focused on metro audiences, while TV continues to be the primary source of household entertainment in rural India.

The cord-cutting narrative-people quitting television for digital streaming platforms-is somewhat exaggerated in the Indian context, said Nitin Gupta, chief content officer, Chaupal, which streams content in Punjabi, Haryanvi, and Bhojpuri. Households, instead of abandoning cable entire...