Decoding the Connected TV Ecosystem in India – New Playbook Offers Insights for Marketers

CTV has emerged as a crucial media touchpoint for brands.

Image: Jens Kreuter

Interactive Avenues and Matterkind have launched ‘Decoding the Connected TV Ecosystem in India’ – a Connected TV (CTV) playbook for brands and agencies.

The playbook aims to inform marketers with a comprehensive understanding of the CTV landscape, profile, and consumption behaviors of audiences on CTV advertising.

The playbook features findings based on an India CTV consumer study of over 2100 respondents across age groups, profiles, and locations.


Study highlights

  • 37% of urban consumer households do not have a linear TV connection
  •  Co-viewing is emerging as a phenomenon in India with 71% of households having a common area television set-up
  • CTV audiences are more likely to spend on discretionary products/services than other internet users
  • CTV audiences like engaging with relevant ads: 40% CTV audience remember the ads seen during streaming

“Streaming viewership in the U.S. surpassed that of Cable TV for the first time in July 2022,” said Amardeep Singh, CEO, Interactive Avenues.

“If this cord-cutting trend is any indication, then brands and advertisers in India are poised for exciting times in terms of exploring new advertising avenues. Given that these sought-after audiences cannot be reached through traditional Linear TV, CTV becomes an indispensable platform in the media mix to achieve maximum bang for the marketing buck. I also believe that CTV has the potential to truly democratize TV advertising by allowing even low-budget advertisers to connect with audiences on TV.”

The last two years have changed the way people watch TV. With the wide selection of, and fast-growing preference for, streaming content, CTV has emerged as a crucial media touchpoint for marketers and agency professionals, says the playbook, adding that For the first time ever, brands have the ability to leverage the immersive, large-screen, multi-user experience of living room television with the high measurability of digital media.

“The CTV adoption rate in the country is precisely where the scope of opportunities lies for marketers,” said Paras Mehta, Business Head, Matterkind India.


“The insights are fascinating for the Indian market because the consumption trends are proof that the preference for the platform will be intensifying in the future.”

By 2025, CTV is expected to reach 40 MM Indian households. In this rapidly changing landscape, publishers, marketers, and media professionals are working to leverage new-age tech, to further measure and improve the effectiveness of CTV advertising. This should help in establishing CTV as an integral part of media plans in the future.

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