The Connected TV (CTV) advertising landscape in India is experiencing explosive growth, emerging as a gamechanging medium for advertisers seeking to reach premium audiences. According to the Pitch Madison Advertising Report 2025, CTV advertising in India grew significantly by almost 35% in 2024, reaching an estimated market size of close to Rs 1,500 crore.
This remarkable growth reflects the increasing adoption of Connected TV platforms and their relevance as a medium for advertisers. The report projects that by the end of 2025, there will be 50-60 million CTV households in India, with CTV ad revenue expected to reach Rs 2,300-2,500 crore.
The surge in CTV adoption is driven by several factors, including the increasing affordability of smart TVs and the growing popularity of streaming services. As traditional TV viewership gradually shifts towards on-demand content on platforms like YouTube, Netflix, Amazon Prime, Disney+ Hotstar, and JioCinema, advertisers are recognizing the potential of CTV to target premium audiences effectively.
The report highlights that brands are increasingly allocating budgets to digital and performance-based advertising, with CTV emerging as a preferred channel. This shift signifies a paradigm change in the advertising landscape, where digital platforms are now recognized as independent channels rather than mere extensions of television.
However, the CTV advertising ecosystem in India is still evolving. While programmatic advertising is gaining traction, it remains in its early stages, driven primarily by innovation. As the market matures, we can expect to see more sophisticated targeting and measurement capabilities, as well as increased integration with other digital advertising channels.
The growth of CTV advertising is also impacting the broader TV advertising landscape. While traditional TV advertising continues to grow, its pace has slowed, with TV Adex facing increasing pressure, particularly in the last three quarters of 2024. This trend is likely to continue as more viewers migrate to CTV platforms.
Looking ahead, the CTV advertising market in India is poised for continued strong growth. As more households adopt smart TVs and streaming services, and as advertisers become more adept at leveraging the unique capabilities of CTV, we can expect to see even greater investment in this channel.
For advertisers, the rise of CTV presents both opportunities and challenges. While it offers new ways to reach and engage audiences, it also requires a shift in strategy and capabilities. Advertisers will need to adapt their creative approaches to suit the CTV environment and invest in data and analytics to fully capitalize on the targeting and measurement capabilities of this medium.
To download the full Pitch Madison Advertising Report 2025, click here:
https://e4mevents.com/pitch-madison-advertising-report-2025/download-report#downloadReport
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