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CTV advertising is rapidly gaining traction in India, emerging as a key growth engine within the country's thriving entertainment economy. According to the latest Deloitte-Media Partners Asia (MPA) report, CTV ad spends have more than tripled in just two years, from Rs 450 crore in 2022 to Rs 1,500 crore in 2024. CTV ads currently make up 1.5% of all digital ad spends in India, but are projected to grow to 7 to 8% in the near term, riding on a robust 40% annual growth rate.
CTV advertising, where ads are delivered through internet-enabled smart TVs, has become an attractive proposition for marketers, driven by increasing smart TV penetration and affordable broadband across India, says the report.
Unlike traditional television ads, CTV offers enhanced targeting capabilities, using data on viewer habits, preferences, and demographics to ensure more precise and efficient ad delivery. Popular ad formats include pause ads, pre-rolls, mid-rolls, auto-expanding billboards, and click-to-WhatsApp integrations, helping brands capture the attention of highly engaged audiences.
This rise in CTV is taking place within a broader landscape of strong growth across India’s film, television, and online curated content (OCC) industry. The sector generated a combined revenue of Rs 1.1 lakh crore (US$13.1 billion) in FY2024, marking an 18% growth since FY2019, despite disruptions caused by the pandemic, such as prolonged theatre closures and production halts due to COVID-19 safety protocols, according to the report.
Unlike developed markets where streaming services have cannibalised traditional formats, India presents a different trajectory. The report notes that linear television is expected to maintain modest growth, with the OCC segment adding to the entertainment pie rather than disrupting it, at least in the medium term. The combined film, TV, and OCC industry is projected to grow at a CAGR of 6–7% over the next three to four years.
The economic impact of the entertainment sector in FY2024 is substantial. The industry generated a total gross output of Rs 5.14 lakh crore (US$61.2 billion), of which Rs 1.41 lakh crore (US$16.8 billion) was direct. Television remains the largest contributor, producing Rs 3.17 lakh crore in total gross output and Rs 87,012 crore in direct output.
The film segment followed with Rs 1.21 lakh crore in total output and Rs 33,292 crore directly. Though OCC is smaller in scale, it generated a noteworthy Rs 74,756 crore in gross output with Rs 20,470 crore coming directly from the sector.
In terms of value addition to the economy, television led again with a total value added of Rs 1.83 lakh crore, including a direct impact of Rs 51,360 crore. Film added Rs 62,283 crore in total value with Rs 11,869 crore direct, while OCC contributed Rs 32,203 crore in total, with Rs 1,205 crore directly.
On the economic front, the industry’s contribution is substantial. In FY2024, the sector generated a direct gross output of Rs 1.41 lakh crore (US$16.8 billion) and directly employed 8.2 lakh (820,000) people. When factoring in indirect and induced economic effects, the total gross output rises to Rs 5.14 lakh crore (US$61.2 billion) and supports 2.64 million jobs.
Looking ahead, the base-case scenario estimates that the industry could contribute an additional Rs 1.74 lakh crore (US$20.7 billion) to India’s total gross output and create 3.6 lakh (360,000) new jobs by FY2029. Under a high-growth path, these figures could be 30–40% higher, indicating the immense potential of the sector as a driver of both economic output and employment.
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