Connected TV (CTV) has emerged as a premium advertising medium in India, with ad revenues growing 42% year-on-year to reach Rs 99 billion in 2025, according to the FICCI–EY Report 2026.
The growth has been driven by a rapid increase in Connected TV adoption, with approximately 68 million households now owning CTV devices, and around 40 million actively using them on a weekly basis.
CTV has become a key platform for reaching affluent and high-value audiences, offering advertisers the ability to combine the scale of television with the precision of digital targeting. This has made it particularly attractive for brands looking to deliver high-impact, targeted campaigns.
The report has highlighted that Connected TV subscriptions have grown alongside broadband expansion, with over 60 million broadband homes enabling large-screen content consumption. As a result, CTV has overtaken devices like laptops and tablets to become the second most preferred screen for streaming after smartphones.
Advertising on CTV has also benefited from rising consumption of long-form content, with users spending significantly more time on OTT platforms via large screens.
Looking ahead, Connected TV advertising is expected to reach Rs 164 billion by 2028, supported by increasing penetration, improved ad targeting capabilities, and higher engagement levels among premium audiences.
