Archive · 2 Feb 2026
CTV Emerges as Key Advertising Platform in India
In India, there are over 600 million smartphone users, but only a small group of about 50-60 million people are actively spending money online.
These people are also driving the growth of Connected TV (CTV), where people watch shows and movies on their TVs using the internet.
Brands are now focusing on CTV because it combines the emotional appeal of traditional TV with the precision of digital advertising.
This means they can show ads to the right people and measure how well these ads work.
CTV is becoming more popular because it reaches high-value consumers who might not be easily found on smartphones.
It also offers better ways to measure attention and the effectiveness of ads.
For companies looking to grow, CTV is becoming an important platform.
India has over 600 million smartphone users, but only 50-60 million drive significant digital spending.
Connected TV (CTV) is growing rapidly in India, with over 60 million households streaming content.
Brands are shifting to CTV for high-impact storytelling and better audience targeting.
CTV offers measurable attention and combines the emotional appeal of TV with digital precision.
CTV advertising is more cost-effective in tier-2 cities compared to metro areas.
- Who
- Brands and marketers in India
- What
- Shift from smartphone advertising to Connected TV (CTV) advertising
- When
- Currently and future growth
- Where
- India
- Why
- CTV offers high attention, measurable impact, and better audience targeting
- Smartphone Users in India
- Over 600 million
- High-Value Consumers
- 50-60 million
- CTV Households in India
- Over 60 million
- CTV CPM in Metro
- 500 rupees
- CTV CPM in Tier-2 Cities
- Less than half of metro CPM