They will not feel heat until they are catering the markets which they aim for.
For example many from telugu states will subscribe for ETV pack, star telugu pack, zee telugu pack and Gemini pack. They will be happy with the data with the reach they are getting in Telugu states. Same can be said about Hindi speaking states as many will subscribe for star plus as they can’t miss saas-bahu dramas. The only sufferers will be infotainment channels and other genre channels.