Addressable TV advertising to reach Rs 9872 crore in 2026: GroupM
TV advertising is touted to touch Rs 9872 crore in 2026, up from Rs 4586 crore in 2023, on the back of growing connected TV (CTV) penetration, says a GroupM report titled 'The Changing Landscape of Indian Television'.
Addressable TV refers to content that is consumed across on-demand, linear, and live streaming.
The report highlighted that the total number of CTV households is expected to grow by 32% to reach over 45 million households by the end of 2024. Furthermore, the report adds that there has been a 117% growth in the number of unique CTV devices from 2022 to 2023.
It also says that households with smart TVs or streaming devices are growing rapidly, expanding the reach of addressable TV. CounterPoint's research indicates that in the first half of 2023, 91% of TV shipments were smart TVs.
GroupM Nexus Head-Advanced TV Rajiv Rajagopal said CTV will cover 21% of the total TV households in India, which stood at 217 million in 2023. «CTV is no longer a metro phenomenon, and growth is coming from Hindi-speaking markets as well. The medium is gradually moving from being exclusively for premium users to mass users,» he added.
He also stated that CTV witnessed 4X growth in impressions from Maharashtra, Haryana, Uttar Pradesh, Madhya Pradesh, Jharkhand, Uttarakhand, Chhattisgarh, and Bihar over the last 12 months. He noted that Karnataka leads growth in the South with 7X growth in impressions.
Co-viewing in CTV households is on the rise, with sports, news, and drama among the most popular genres. GroupM Nexus, the
