Stories
India's TV Landscape Reshaped: CTV Surges in Rural Areas, Gen Z Embraces Big Screen
- •India now boasts 62-65 million CTV households and 207 million viewers, a threefold increase since 2022, with daily viewing averaging 2.9 hours.
- •CTV growth is predominantly non-metro, with rural markets seeing a 110% surge, shifting advertising focus beyond urban centers.
- •Linear TV remains relevant, with 68% of CTV households still connected, indicating a 'Total TV' ecosystem where different screens serve varied purposes.
- •CTV retains co-viewing, with over 80% of viewing shared, and prime time shifting to connected TV, especially for web series and cricket.
- •Gen Z (15-29) spends 3.1 hours daily on CTV, preferring OTT apps on smart TVs and engaging with content like cricket and web series, demonstrating CTV's broad appeal.
Key Questions Answered
India currently has an estimated 62 million to 65 million Connected TV (CTV) households and approximately 207 million CTV viewers, representing a threefold audience increase since 2022. Viewers spend an average of 2.9 hours daily on the platform.
CTV growth is rapidly shifting beyond major metropolitan areas, recording a 21 percent increase in metros compared to 46 percent in mini-metros, 55 percent in small towns, and a massive 110 percent surge in rural markets. Falling smart-TV prices, cheaper data, and better connectivity are fueling this emerging expansion.
Gen Z individuals aged 15 to 29 spend 3.1 hours daily on CTV, with 77 percent watching alongside friends or family members. Overall, more than 80 percent of CTV viewing is shared, reflecting traditional television's co-viewing nature within an average household size of 3.3 people.
