Synopsis
Connected TV households in India now number sixty-two to sixty-five million viewers. Growth is significantly higher in smaller towns and rural areas across India. This expansion is not replacing linear television but complementing its viewership. Prime time viewership is emerging strongly on both CTV and linear platforms. Household-level measurement and frequency management are key challenges for advertisers.
iStock Representative Image Mumbai: Connected TV is expanding rapidly in India, with growth increasingly coming from small towns and rural markets even as the medium continues to be important for premium audiences, according to a joint report by WPP Media, The Trade Desk and Ormax Media.
India now has an estimated 62 million to 65 million CTV households and 207 million viewers. The CTV audience has grown three times since 2022, while viewers spend an average 2.9 hours a day on the platform. About 67% of CTV viewers are either new to the medium or spending more time on it than a year ago. The strongest growth is coming from outside the metros. CTV audiences grew 21% in metros, 46% in mini metros, 55% in small towns and 110% in rural India. The report said non metro India accounts for the majority of the CTV audience.
Bihar, Jharkhand, Rajasthan, Kerala and parts of the Northeast recorded higher than average growth.
Rajiv Rajagopal, senior vice-president and head of advanced TV, media soluti
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