Small towns emerge big growth driver for connected TV in India

Mumbai: Connected TV is expanding rapidly in India, with growth increasingly coming from small towns and rural markets even as the medium continues to be important for premium audiences, according to a joint report by WPP Media, The Trade Desk and Ormax Media.

India now has an estimated 62 million to 65 million CTV households and 207 million viewers. The CTV audience has grown three times since 2022, while viewers spend an average 2.9 hours a day on the platform. About 67% of CTV viewers are either new to the medium or spending more time on it than a year ago. The strongest growth is coming from outside the metros. CTV audiences grew 21% in metros, 46% in mini metros, 55% in small towns and 110% in rural India. The report said non metro India accounts for the majority of the CTV audience.