Archive · 3 Dec 2025
CTV Emerges as New Retail Counter
Television is changing from just showing shows to letting people shop while they watch.
This is called CTV, which stands for Connected TV.
More people in big cities in India are using CTV to watch and buy things.
Brands can show ads that let viewers shop right away, like scanning a QR code to buy headphones or book a test drive for a car.
This makes shopping easier and more fun.
Some brands have seen a lot more people buying things this way, like JBL and Kia India.
Soon, watching TV might be like shopping online, all from your living room.
CTV penetration in India has risen by 50% among OTT audiences in major metros.
CTV has become the second-most popular device for streaming after smartphones.
Interactive CTV formats like shoppable overlays and QR codes are achieving over 90% completion rates.
Brands like JBL and Kia India have seen significant success with CTV commerce campaigns.
CTV offers precise targeting and real-time performance tracking, making it a powerful commerce tool.
- Who
- Retail brands and consumers in India
- What
- CTV (Connected TV) transforming into a commerce platform
- When
- Current trend with rising CTV penetration
- Where
- Major metros in India, particularly Delhi-NCR, Karnataka, and Maharashtra
- Why
- CTV offers precise targeting, real-time performance tracking, and seamless shopping experiences
- CTV Penetration
- 50% rise among OTT audiences in major metros
- Top Adopting Regions
- Delhi-NCR, Karnataka, Maharashtra
- CTV Popularity
- Second-most popular device for streaming after smartphones
- Interactive CTV Formats
- Achieving over 90% completion rates and 30-40% higher engagement
- JBL Campaign Success
- 95.78% completion rate with QR code wrappers
- Kia India Campaign Success
- 10X increase in clicks and 3.6X higher test-drive conversions