Connected TV hits 166M monthly viewers in India, up 23%, expanding advertiser reach beyond linear
Kantar reports India's Connected TV audience reached 166 million monthly viewers, up 23% YoY, with 59 million CTV-only viewers unreachable via linear TV. The base skews premium (60% NCCS A) and offers advertisers incremental reach across consumer goods, electronics and automobiles.
What happened
Kantar report finds Connected TV reached 166 million Indian monthly viewers, up 23%, with a third unreachable via linear TV, offering advertisers incremental
Key facts
- 166 million monthly CTV viewers
- up 23% YoY
- 59 million CTV-only viewers
- 60% NCCS A
- 53% male/47% female
- 46% with fixed broadband
- 87,000 consumer sample
Why this matters
The 59M CTV-only cohort makes CTV measurement, targeting, and inventory-aggregation assets attractive acquisition targets to lock in incremental reach across consumer goods, electronics and auto verticals.
What to watch
- Follow-on Kantar/BARC quarterly CTV viewership updates confirming growth trajectory
- Ad-platform announcements of India CTV programmatic inventory or self-serve buying
- CPM/reach benchmarks published comparing CTV vs linear incremental reach
- OEM smart-TV shipment data and connected penetration in tier-2/3 cities
- Regulatory or measurement-standard moves on cross-screen attribution
- Build unified CTV+linear reach measurement to prove incremental reach claim to CMOs
- Package premium NCCS A CTV audiences into retail media/D2C bundles for electronics and auto categories
- Negotiate CTV inventory access across dominant OEM and OTT platforms before pricing hardens
- Pilot shoppable CTV formats linking impressions to on-platform or app conversions