India digital advertising and streaming market growth

India’s digital advertising and streaming landscape is experiencing significant growth, driven by artificial intelligence and Connected TV (CTV). Reports indicate that approximately 416 million people in India consume ad-supported streaming content, with 78% of those viewers utilizing CTV.

Data shows that the CTV audience has reached approximately 207 million viewers across 62 to 65 million households, marking a threefold increase since 2022. This expansion is particularly pronounced in non-metro markets, with rural areas seeing a 110% increase in viewership. While the medium is scaling toward the mass market, it retains a premium profile, as 44% of the CTV audience falls into the NCCS A category.

Smart TVs are the primary gateway for this content, with 82% of users accessing streaming via built-in apps. There remains a notable overlap with traditional media, as 68% of CTV households also maintain a connection to linear television. Prime-time viewing remains strong, typically peaking between 8 pm and 10 pm.

As the industry evolves, the Ministry of Information and Broadcasting is examining future advertising restrictions. This has prompted debates regarding whether the existing ‘10+2’ framework remains effective in a landscape increasingly dominated by YouTube, social media, and Free Ad-Supported Streaming Television (FAST). Consequently, media executives are advocating that CTV should not be categorized as ‘cheap television’ but recognized as a premium medium capable of reaching cord-cutters and light linear-TV viewers.