India set for ‘paradigm shift’ on content distribution | WARC | The Feed

India set for ‘paradigm shift’ on content distribution

Leading media agency Wavemaker believes India is on “the cusp of a paradigm shift” as regards content distribution, as CTV penetration grows.

Why it matters

Wavemaker suggests that a widely quoted figure of 10 million Connected TV sets in India (predicted to grow to more than 40 million by 2025) is a “major underestimation”. It says it is already seeing an active user base of 25-30 million and that the base of OTT users is around 350 million.

Takeaways 

• As well as leveraging the growing base of Connected TVs, Wavemaker is focused on delivering real-time cross-channel attributions and building tech capabilities to address Web 3.0, the metaverse and NFTs. 
• There are almost 400 million gamers in the country who devote a significant amount of time to this activity, often on large screens, which takes away from video content.

Key quote

“The distribution ecosystem is going through a change. The big networks of broadcasters are likely to be the largest producers and distributors of content in future too. The only big challenger to this growing base are the gaming users in the country,” Shekhar Banerjee, chief client officer at Wavemaker India, tells afaqs! 

Sourced from afaqs!