Connected TV (CTV) is no longer emerging, it’s exploding.
According to a latest report, India’s CTV ad spends have more than tripled in just two years, reaching a staggering ₹1,500 crore in 2024, up from ₹400 crore in 2022. That’s a 3.75x jump, highlighting how marketers are rapidly shifting budgets to where the eyeballs, and attention , are going.
What’s driving this growth?
- A rising base of smart TV users
- The shift of premium audiences to on-demand content
- More measurable, programmatic ad formats on large screens
- And better content discoverability and personalization
With over 50 million CTV households expected by the end of 2025, the ecosystem is evolving fast, blending the best of digital and television. Platforms are leaning into better ad tech, sharper targeting, and smarter viewer engagement.
Key Takeaway:
CTV is now a core part of India’s media mix, marketers who want reach, relevance, and ROI are moving to the big screen, fast.