The growing adoption of Connected TV (CTV) in urban India is fundamentally reshaping content consumption. According to an EY-FICCI report released this year, video format commands a 60% share of the media and entertainment sector.
While India’s CTV usage grew 21% YoY in May 2024, according to a report by Comscore released last month, streaming platforms are shifting their approach from mobile-first, personalised content for individuals to family-centric programming that caters to a wider audience.
“Streaming services are increasingly prioritising content designed for family viewing,” said Chandan Sharma, general manager – digital media, Adani Group.
Platforms such as ZEE5 have seen a 25% increase in user engagement, driven by a stronger focus on family-centric storytelling and diverse regional content.
Similarly, Amazon Prime Video and Disney+ Hotstar are expanding their libraries with family-oriented shows and movies to attract a wider audience.
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The Indian government has also introduced ‘Waves’, an OTT platform dedicated to promoting Indian culture and offering family-friendly entertainment in multiple regional languages.SonyLIV, ZEE5, and Amazon Prime did not respond to queries sent via email.
“Television has traditionally been a communal medium. It is of course dying a natural death; but if you see what ZEE5 or SonyLIV is doing, they have been trying to invest in a milieu of programming that can have a larger base rather than focus on a niche audience. The same is with JioHotstar, which is investing heavily in sports,” said Sumon K Chakrabarti, cofounder and chief executive of Buffalo Soldiers, a creative agency that recently secured the creative and digital mandate for Legends League Cricket (LLC) 2024.
However, experts noted that OTT platforms are unlikely to dominate the personalised mobile screen space, which will instead be captured by platforms such as YouTube, which are focusing on delivering highly targeted and customised content.
In fact, YouTube, too, has been riding the smart television revolution. Connected TV has been the videostreaming app’s fastest-growing platform for the past five years, and India reflects this global trend. As of March 2024, over 50% of YouTube CTV watch time in India is on content that is 21 minutes or longer.
“CTV’s immersive viewing experience (bigger screens, better audio, and control over what’s on screen), means its audiences are more engaged and emotionally invested,” YouTube said.
The evolution of home entertainment is being driven by innovations in display technology and artificial intelligence. Advancements such as OLED technology, HDR, and specialised screens enhance the viewing experience.
“AI is playing an increasingly critical role by optimising image settings in real-time, adapting to both content and environmental conditions to deliver a consistently superior viewing experience, marking a significant leap toward truly intelligent and personalised home cinema,” said said Rajeev Singh, managing director, BenQ India.
Evolving marketing strategies
As streaming expands into shared living spaces, brands are rethinking traditional ad placements, shifting focus from personalised mobile ads to high-impact, immersive advertising on large screens.
“For advertisers, CTV eliminates the broad, one-size-fits-all approach of traditional TV advertising by offering data-driven, hyper-personalized ad experiences. YouTube’s integration with Google Ads and programmatic platforms enables precise targeting, flexible campaign execution, and measurable impact,” the company told ET.
The ad industry is set to surpass $1 trillion in total revenue this year and is expected to grow 7.7% in 2025 to reach $1.1 trillion, according to Group M’s This Year Next Year (TYNY) advertising forecast.
“With more than 20% year-on-year growth, India is supposed to have 40 million CTV users. For any brand, this is a significant number that cannot be ignored. Widespread internet access, affordable smart TVs, and a growing demand for digital content will fuel this surge,” said Chandan Sharma of the Adani Group.
“Brands have increased their CTV investments in a big way compared to last year. Some brands have increased by almost 2-3X. Some have started using CTV impact as a key strategy, reducing TV and mobile impact,” said Sairam Ranganathan, chief digital officer, Wavemaker India.
Additionally, India’s home entertainment landscape is evolving rapidly, with premium viewing experiences playing a key role in shaping consumer habits.
Booming sectors
With CTV reshaping digital marketing, industries such as FMCG, ecommerce, and BFSI are leveraging its high engagement potential, making it a critical tool for advertisers, as per experts.
Live sports is proving to be a game-changer for CTV, as sports viewership on connected TVs is growing the fastest, at 75% globally.
“Audiences are increasingly drawn to interactive experiences, with 67% showing interest in ads within live sports programming, highlighting significant advertising potential. This trend reflects a growing demand for live, interactive content, with sports now representing a significant share of CTV engagement,” said Jay Ganesan, senior vice president, APAC, Amagi, a media tech unicorn.
Each of these industries is integrating CTV into their media planning strategies, leveraging its unique advantages to engage consumers more effectively in a premium, lean-back environment.
“Big brands use CTV’s targeting capabilities and ad-supported streaming models to deliver personalised ads suitable for family audiences. This enhances engagement and trust and is also very cost-effective compared with other methods for reaching a similar audience,” Sharma added.
What lies ahead
The potential for hybrid marketing approaches is vast as Connected TV adoption accelerates. Industry leaders expect a rise in premium, ad-supported content, complemented by strategic collaborations that merge influencer-driven storytelling, precision-targeted digital advertising, and interactive social media campaigns.
