MiQ, the global programmatic media partner, announced the launch of its latest Advanced TV Report India, sharing key analyses about the country’s rapidly maturing Connected TV (CTV) and streaming ecosystem.
The report comes at a time when India’s active CTV user base has grown over 87% YoY since 2024, now reaching 129.2 million people through 60 to 70 million CTV homes. Indian viewers on average spend nearly 2.8 hours daily on both OTT and linear TV, with 67% planning to increase their streaming subscriptions. The findings showcase a market on the cusp of growth across demographics as CTV adoption spreads to Tier 2 & 3 cities.
The report, based on consumer and advertiser surveys, finds that 93% of Indians watch video on mobile while 71% continue to use TV screens, highlighting the multi-device nature of India’s video consumption. On average, Indian viewers subscribe to three streaming platforms, spending over Rs 1,360 per month, signalling growth in the streaming economy. Further, 23% of Indians are now digital-only, with the number expected to grow as CTV adoption spreads.
CTV sales in India support this outlook — sales of 55-inch+ smart TV models grew 43% in 2024, while broadband homes and sub-Rs 10,000 smart TVs accounted for 46 million homes combined, indicating growth among both premium audiences and entry-level consumers.
One of the report’s key findings shows that Indian viewers are highly open to advertising as 91% engage with ads while watching content, and many take immediate second-screen actions such as browsing, shopping, or adding items to wishlists. CTV advertising revenues are projected to reach Rs 4.26 lakh crore by 2029, equivalent to 45% of traditional broadcast TV advertising. In India, CTV advertising has multiplied and could reach up to Rs 3,500 crore by 2027, according to a PwC report.
Today’s Indian viewers are content-obsessed, ad-receptive, and action-oriented. They watch on mobile, shop on mobile, and are redefining entertainment as a full-funnel experience. 53% choose platforms based on exclusive content, while originals and unique IP remain the most valued. India is the most ad-responsive market globally. Around 47% are comfortable with five to ten ads per hour, provided ads offer value, storytelling, or incentives. Repeated ads influence 68% of viewers, and 33% use second screens almost always, highlighting the need for campaigns to be synced across mobile and CTV.
With Indian audiences responsive to storytelling and interactivity, delivering creative that captures attention and drives measurable action is key. Advertiser sentiment reflects this, with 92% of Indian marketers expecting video budgets to increase in the coming year and more than half planning to increase CTV investments, alongside continued prioritisation of YouTube and social video.
The report provides advertisers with a roadmap to navigate India’s fragmented but opportunity-rich video ecosystem, offering strategies to connect campaigns directly to outcomes.
“The findings of this report underline how India is not just a fast-growing streaming market, but is also setting global benchmarks in how audiences engage with Advanced TV. CTV spends have already more than tripled since 2022 at Rs 450 crore, to Rs 1,500 crore in 2024, and this trajectory will only continue as advertisers accelerate investments into CTV and outcome-driven formats. MiQ is committed to equipping them with the data, tools and expertise to unlock measurable growth as the industry rides the wave of CTV evolution,” said Varun Mohan, Chief Commercial Officer India, MiQ.
