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India’s CTV revolution gathers pace
TV & Connected TV planning & buyingIndia
Connected TV is set to make significant progress in India over the next few years, growing from 44 million users now to 120 million by 2025, according to Pitch Madison.
Why it matters
Connected TV, says Vishal Chinchankar, CEO, Madison Digital, is following the same growth path as e-commerce and mobile video in recent years: “this is not a fad,” he said at the launch of the Pitch Madison Advertising Report 2022. CTV is becoming a crucial new channel for marketers – and one that can compete with linear TV in certain markets.
Connected TV has grown 9x over the past five years, admittedly from a low base, but it’s an affluent audience.
Smart TV prices are falling as Chinese manufacturers target the market; streaming devices (Chromecast, Firestick) are also now affordable for more people; and connected set-top boxes offer another option.
Broadband prices have plummeted in recent years, expanding the possible user base. Plus more content is available at affordable prices.
Two thirds of existing CTV viewers watch between 1 and 4 hours a day, with movies the most popular content.
多样性、公平性和包容性需要发挥作用。在客户和机构层面，这一领域仍然存在挑战，机构继续缺乏内部多样性，而客户则在努力实现 DEI 议程。
来自伟门汤普森中国的 Joyce Ling、Leo Burnett Chicago 的 Aki Spicer、MediaCom 的 Anush Prabhu、We Are Social 的 James Honda-Pinder、22feet Tribal Worldwide 的 Mehak Jaini、The Secret Little Agency 的 Eunice Tan 等领先战略家的专家评论和 OLIVER Agency 的 Nick Myers，可以在这里阅读。