India's Connected TV audience reaches 207 million viewers

A report by WPP Media and The Trade Desk, conducted by Ormax Media, reveals that India’s Connected TV (CTV) audience has reached approximately 207 million viewers across 62 to 65 million households. This represents a threefold increase since 2022.

The data indicates significant expansion into non-metro markets. Over the past year, CTV audiences grew by 21% in metros, 46% in mini-metros, 55% in small towns, and 110% in rural areas. While the medium is gaining mass-market scale, it maintains a premium profile; 44% of the CTV universe belongs to the NCCS A category, providing advertisers access to affluent consumers.

Smart TVs serve as the primary gateway, with 82% of users accessing streaming content through built-in apps. The report also notes a continued overlap with traditional media, as 68% of CTV households maintain a connection to linear television. Prime-time viewing remains strong, with viewership peaking between 8 pm and 10 pm.