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CTV Still a Metro-Heavy Market and Cannot Replace Linear TV Reach Yet: VDO.AI Arjit Sachdeva
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Storyboard•08-10-2026, 08:46
CTV Still a Metro-Heavy Market and Cannot Replace Linear TV Reach Yet: VDO.AI Arjit Sachdeva
- •Connected television in India has an estimated 60 to 65 million households, reaching roughly 200 million viewers compared to the 800 to 900 million reached by linear television.
- •Arjit Sachdeva notes that CTV remains heavily concentrated in metro and tier-one cities, requiring a massive shift in affordability and access to expand into smaller towns.
- •VDO.AI is partnering with platforms like JioHotstar to introduce interactive and personalized advertising formats that allow viewers to interact with commercials using their TV remotes.
- •The open web faces mounting traffic and advertising pressure as AI-powered conversational search platforms change how users discover information.
- •Accurate cross-platform reach measurement remains a major blind spot for advertisers due to fragmented audience datasets across CTV, YouTube, and mobile apps.
Key Questions Answered
Connected television (CTV) in India remains heavily concentrated in metro cities and has around 60–65 million households with roughly 200 million viewers, whereas linear television reaches an estimated 800–900 million people, making linear TV way ahead in total reach.
VDO.AI has partnered with platforms like JioHotstar to introduce personalized and interactive ad formats that let users directly interact with commercials using their TV remotes, such as exploring car features or viewing local dealership details.
Independent digital publishers face declining website traffic on the open web due to the rise of AI-powered search and conversational platforms that provide direct answers, putting pressure on traditional display advertising models.
