Archive · 20 Aug 2026
India’s CTV Audience Triples To 207 Million Viewers
Connected TV means watching television content through an internet-connected television or device.
A new report says many more people in India are now watching this way.
There are about 62–65 million CTV homes, reaching 207 million viewers.
Most people watch together with family or friends instead of watching alone.
CTV is growing especially quickly in rural areas and smaller towns.
Advertisers are interested because many viewers look for more information after seeing an ad.
Young people often use CTV and another screen at the same time.
Cricket is especially popular on CTV, and many viewers also watch free ad-supported programs.
India’s connected-TV households have tripled since 2022 to 62–65 million homes, reaching 207 million viewers.
More than 80% of CTV viewing happens with family or others, giving each impression an average reach of 2.5 people.
Rural CTV viewership grew 110% year over year, compared with 55% in small towns, 46% in mini-metros and 21% in metros.
Premium CTV viewers show strong commercial potential, with 89% seeking more information after seeing an advertisement.
Gen Z viewers spend about 3.1 hours daily on CTV, while cricket and free ad-supported television remain major opportunities.
- Who
- CTV viewers in India, advertisers, and audiences including Gen Z and millennials.
- What
- A report found that India’s CTV households have tripled since 2022 to reach 62–65 million homes and 207 million viewers.
- When
- This year, according to the report; the comparison covers growth since 2022 and year-over-year regional growth.
- Where
- India, including rural areas, small towns, mini-metros and metros.
- Why
- CTV’s expanding reach, shared viewing, premium audiences and growing engagement are prompting advertisers to reassess their marketing plans.
- CTV households
- 62–65 million homes in India this year
- CTV viewers
- 207 million
- Growth since 2022
- CTV households have grown threefold
- Average impression reach
- 2.5 people
- Rural viewership growth
- 110% year over year
- Premium audience
- 21 million premium urban viewers
- Prime-time activity
- 78% of CTV audiences are active from 8–10 p.m. on weekdays
- FAST usage
- One in five viewers watches free ad-supported television for at least 50 minutes daily