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Streaming shift - connected TV advertising
What it is
Television sets connected to the internet, streaming content through apps rather than through cable, DTH or terrestrial signal. Advertising is bought programmatically with household-level targeting, unlike linear TV's broad demographic buys
India is heading toward 50-60 mn CTV households, with ad spend forecast around Rs 6,800-8,000 cr in 2026 and CTV taking roughly 17% of TV and professional video spend
Impact on industries
- Growing far faster than linear TV, with ad completion above 90%, combining television storytelling with digital targeting and attribution
- Measurement continued uninterrupted through the TRP freeze, handing CTV a timing advantage in budget conversations it did not have to earn
- Transparency is contested - a majority of CTV advertisers doubt reported reach because key metrics sit with the platforms and are not independently verified
- Fragmented inventory across many apps and manufacturers makes planning harder than buying a handful of linear channels