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18 February 2022
India’s CTV revolution gathers pace
TV & Connected TV planning & buyingIndia
Connected TV is set to make significant progress in India over the next few years, growing from 44 million users now to 120 million by 2025, according to Pitch Madison.
Why it matters
Connected TV, says Vishal Chinchankar, CEO, Madison Digital, is following the same growth path as e-commerce and mobile video in recent years: “this is not a fad,” he said at the launch of the Pitch Madison Advertising Report 2022. CTV is becoming a crucial new channel for marketers – and one that can compete with linear TV in certain markets.
Connected TV has grown 9x over the past five years, admittedly from a low base, but it’s an affluent audience.
Smart TV prices are falling as Chinese manufacturers target the market; streaming devices (Chromecast, Firestick) are also now affordable for more people; and connected set-top boxes offer another option.
Broadband prices have plummeted in recent years, expanding the possible user base. Plus more content is available at affordable prices.
Two thirds of existing CTV viewers watch between 1 and 4 hours a day, with movies the most popular content.