70% of Indian consumers who watch free advertising-supported TV (FAST) or advertising video on demand (AVOD) engage with ads and see them as “trustworthy” and “relevant”, according to a recent Samsung Global Consumer Study report.
India’s digital spend is set to overtake TV in 2023, with over-the-top (OTT) and e-commerce areas seeing increasing data penetration. The market has a higher engagement rate (73%) towards ads on subscription video-on-demand (SVOD) services as consumers view those ads as more “relevant”, and “premium with better quality”.
In contrast, less than half of all UK, Australian, and German...