Better broadband penetration, more Connected TVs
within the Indian TV industry, highlighting the transformation in audience media consumption patterns. “When we published the first edition in December 2022, we had forecasted that addressable TV household is expected to surpass 40 million by 2025. And we are very happy to admit that the rapid growth and the potential this medium has shown has exceeded all our expectations," said Rajiv Rajagopal, head-advanced TV, GroupM Nexus.
He added that there has been rapid, yet consistent, growth across India. “Initially, more than 85% of the CTV penetration was from the metros, which isn't the case anymore. Today we are seeing that the Hindi-speaking markets have witnessed 4X growth in the last 12 months.
These include Maharashtra, Haryana, UP, MP, Jharkhand, Uttarakhand, Chhattisgarh and Bihar. Down south, Karnataka leads growth with 7X growth," he said. The survey finds that addressable advertising, or advertising via connected TVs, presents unprecedented opportunities to refine audience targeting and is set to surpass 13% of total TV (linear TV and digital extensions of TV) ad revenues in India by 2025—underscoring a substantial shift in the advertising paradigm.
It reflects the growing importance of targeted and personalized approach in Indian marketing. When asked about the gap between the penetration of addressable TV and ad revenue contribution, Rajagopalan said that therein lies the opportunity or potential to bridge the gap for CTV advertisers. “Based on our respondents’ data, pay-TV remains the most common means of TV access.
Seventy-five per cent of the respondents have claimed that they have watched one or more pay TV services in the last month. That means that linear TV is here to stay. What has changed is only the
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