.jpg)
As brands increasingly allocate budgets to digital and performance-based advertising, Connected TV (CTV) has emerged as a preferred channel to target premium audiences. Traditional TV viewership is gradually shifting towards on-demand content on platforms like YouTube, Netflix, Amazon Prime, Disney+ Hotstar, and JioCinema. These platforms, accessible through CTVs at affordable prices, are changing how audiences consume entertainment.
In 2024, CTV advertising in India has grown by nearly 35%, reaching an estimated market size of close to Rs 1,500 crore, according to the Pitch Madison Advertising Report 2025. This growth underscores the increasing adoption of Connected TV platforms and their relevance as a medium for advertisers. With more brands recognizing the potential of CTV, India's CTV AdEx is projected to witness double-digit growth in the coming years.
Why CTV is the Smarter Choice for Marketers
Google India, Marketing Partner, Directors, Satya Raghavan, called out Connected TV as a place where audiences are actively engaging, making it an indispensable part of an advertiser’s strategy. “The blend of addressability and immersive viewing on CTV creates a unique space for brands to tell their stories effectively," he said.
Unlike traditional TV, which relies on broad broadcasting, CTV combines television’s large-screen impact with digital targeting precision. This allows advertisers to reach specific audiences based on demographics, interests, and behavior, making advertising more effective and measurable.
Data-Driven Precision and Measurable Impact
One of CTV’s biggest advantages is its ability to leverage data for precise targeting. Advertisers can create highly personalized ad experiences through advancements in programmatic buying and first-party data integration. "Marketers are looking at CTV as an opportunity to blend digital insights with TV’s storytelling power," Raghavan noted. "With real-time tracking and optimization, brands can ensure their ad spend is utilized efficiently."
For instance, a recent Kia campaign using a QR code saw an OTP-verified conversion rate increase by 3.6x compared to normal. This demonstrates how CTV is not just a branding tool but also a powerful medium to drive consumer action.
.png)
Increasing Investments and Innovative Ad Formats
Recognizing the high engagement levels of streaming audiences, brands are significantly increasing their investments in CTV advertising. Many digital-first brands are experimenting with interactive ad formats and shoppable ads to enhance consumer engagement.
"As CTV penetration grows, we are witnessing a diversification of ad formats," Raghavan said. "Advertisers are now exploring AI-driven dynamic creatives, sequential storytelling, and interactive formats to keep audiences engaged. The key is to create seamless ad experiences that don’t disrupt the viewer’s content consumption."
For example, with a budget of Rs. 2.7 crore, brands can reach approximately 51 million people with an average ad frequency of 5.8. Another innovative format, the "Masked Head," can deliver 60 million impressions and reach 20 million people over a single weekend.
.png)
Future of CTV Advertising in India
The rapid adoption of smart TVs and increasing internet penetration are expected to further fuel the growth of CTV advertising in India. Industry experts predict that a significant portion of TV ad budgets will shift towards connected platforms in the next five years as more viewers opt for on-demand content.
Another major advantage of CTV is the introduction of non-skippable ads, giving advertisers the flexibility to choose between skippable and non-skippable formats based on their campaign goals. "There are advertisers who believe in the theory of non-skip, and others who believe in the theory of skip," Raghavan explained. "CTV offers both, allowing brands to tailor their approach."
Looking at global trends, the U.S. market showcases the extensive innovation possible in CTV, and India is expected to follow suit. From AI-powered interactivity to seamless integration with mobile devices for action-driven campaigns, the future of CTV advertising looks promising. As Raghavan concluded, "We are just three or four years into the CTV revolution with 90 million users in India. The potential for innovation and expansion in this space is immense."
With advancements in measurement capabilities and creative formats, advertisers are leveraging CTV to drive both brand awareness and performance marketing. As CTV adoption continues to grow, brands must rethink their traditional TV strategies to stay relevant in this evolving digital ecosystem.
.jpg)
.jpg)
.jpg)
