India’s 129 million CTV users expose a measurement gap
India's Connected TV (CTV) market is experiencing rapid growth, with over 129 million users and projected ad investments reaching ₹2,800 crore to ₹3,000 crore by FY26. Despite this expansion, marketers are facing challenges related to audience fragmentation and inefficient measurement, leading to issues like ad frequency control and audience duplication. The industry is shifting towards audience-first strategies and unified measurement to optimize ad spend and leverage CTV as a performance channel, even in Tier 2 and Tier 3 markets.
Key Takeaways
- India’s CTV audience has crossed 129 million users in India.
- CTV ad investment is projected at ₹2,800 crore to ₹3,000 crore by FY26.
- Marketers are facing audience duplication and high ad frequency without effective reach.
- The article says the industry is moving from a supply-driven approach to audience-first strategies.
- CTV is being used more as a performance channel, with attention on measurable outcomes and return on ad spend.
Why It Matters
India’s CTV growth is no longer just about adding screens; the immediate issue is controlling reach, frequency, and duplication across a fragmented ecosystem. The article says the market is moving from supply-driven buying toward audience-first strategies, with unified measurement becoming central to how spend is managed. That matters because CTV is now being treated as a performance channel, not only a branding surface, including in Tier 2 and Tier 3 markets. The next signal to watch is whether measurement systems can better manage frequency across platforms as ad investment climbs toward ₹2,800 crore to ₹3,000 crore by FY26.
Read full article at exchange4media.com