TV 2.0 is here: How PrsmX is powering the future of CTV & multi-screen campaigns by 2026

For decades, television advertising followed a predictable rhythm: appointment viewing, broad demographics, and a largely passive audience. That model is now firmly in the rear-view mirror. 

As cord-cutting accelerates and streaming becomes the default, TV is evolving into something far more dynamic, measurable, and connected. A new chapter has begun as we enter the era of TV 2.0, where Connected TV (CTV), OTT, and multi-screen strategies converge to redefine how brands reach and influence consumers.

The catalyst behind this shift is unmistakable. Cord-cutting has fundamentally changed how audiences consume “TV.” Viewers today move fluidly between Smart TVs, OTT platforms, mobile devices, and laptops, often within the same viewing session. Linear schedules have given way to on-demand bingeing, regional and niche content, and algorithm-driven discovery. What once appeared as fragmentation is now an opportunity for advertisers: the ability to tell more precise, intent-driven stories across screens.

Talking about the transformation in India, the scale of change is increasingly evident in the country’s Connected TV adoption. India’s CTV audience crossed 129 million viewers (~40-50 million CTV homes) in 2025, reflecting an ~85% year-on-year growth, according to Ormax Media. Crucially, this expansion is broad-based rather than metro-centric, with over 75 million viewers coming from Tier-2 and Tier-3 cities, signaling how connected screens are fast becoming a mainstream viewing medium across Indian households rather than a niche, urban phenomenon.

The writing is on the wall. This rise in adoption has, in turn, shaped a new generation of platforms built specifically for a streaming-first world. 

PrsmX by Mobavenue is designed for today’s reality to help brands plan and execute campaigns that account for how attention flows across screens within a household. Rather than viewing CTV, mobile, and desktop as separate channels, PrsmX has cracked the code for HHS campaigns (Household Sync) by strategically leveraging each touchpoint (or device) along the user journey to enhance full-funnel brand impact.

The living room screen still matters, arguably more than ever. Large-format Smart TVs continue to anchor household viewing, driving co-viewing moments that linear TV once monopolized. Families, couples, and shared households watch together, allowing a single exposure to reach multiple demographics at once. The difference is that CTV environments now deliver digital-grade measurement for this shared experience. Brands can understand not just who watched, but how exposure influences behavior beyond the TV screen.

That influence increasingly plays out on personal devices. Viewers may be passively bingeing content on a Smart TV, but their actions — searching, browsing, comparing, or purchasing — often happen on mobile phones or tablets. This “second-screen phenomenon” is no longer anecdotal. Research from MiQ shows that 91% of Indian viewers engage with ads while watching content, and 93% consume video on mobile devices, reinforcing mobile’s role as the action layer following CTV exposure.

This is where household-level synchronization becomes pivotal. With PrsmX, a brand story introduced on the living room TV can be reinforced on mobile, desktop, or tablet as user intent evolves. In doing so, PrsmX moves towards moulding user intent rather than just tapping into organically nurtured intent. Instead of competing for attention on a single screen, brands engage the same user across devices, by-passing the clutter caused by multi-brand ad bombing. The experience feels sequential rather than repetitive, allowing messaging to adapt to context and intent as audiences naturally move from awareness to consideration to action.

In practice, this means breaking through ad fatigue by design. Rather than showing the same creative repeatedly on one screen, advertisers can engage the same user across different devices, each with a distinct role in the journey. CTV and OTT drive immersive, high-propensity storytelling, while mobile and desktop support high-exigency  decision-making  through  more  tactical  messaging.  By  aligning

creative with intent states, PrsmX ensures brands are striking while the iron is hot with more effective storytelling without increasing frequency pressure.

Platforms like PrsmX illustrate how this shift is being operationalized at scale. Built as a streaming and CTV-focused DSP within the Mobavenue ecosystem, PrsmX is designed to own and orchestrate a reality where attention no longer lives on a single screen. Its approach to household sync and cross-device targeting enables brands to maintain narrative consistency while adapting messaging to context and intent. According to its product documentation, syncing CTV exposure with other household devices significantly boosts recall and downstream action, mainly when follow-up engagement occurs within short windows of high intent.

Industry trends reinforce why this shift is becoming inevitable. According to Dentsu's Global Ad Spend Forecasts, CTV advertising is expected to grow by 9.5% by 2026, with a three-year CAGR of 7.8% through 2028. And this clearly shows how cross-screen strategies will move from being a competitive advantage to a baseline expectation. Platforms that can connect exposure, intent, and action across screens will define the next phase of TV advertising.

What makes this evolution compelling is that it aligns brand performance with consumer experience. Instead of adding to the noise, synchronized multi-screen campaigns aim to be additive, meeting audiences where they are, when they are most receptive. The same campaign can build emotional resonance on a 55-inch screen and deliver utility or urgency on a smartphone, without feeling disjointed.

Looking ahead to 2026, the implications are hard to ignore. As OTT adoption deepens and Smart TVs become ubiquitous, the distinction between “TV advertising” and “digital advertising” will continue to blur. Measurement frameworks will increasingly value incremental reach, cross-screen lift, and post-exposure behavior over isolated impressions. Creative strategies will be conceived with multi-screen journeys in mind from the outset, rather than retrofitted after the fact.

TV 2.0 is not about replacing television—it is about extending its power. The living room remains the stage, but the performance now continues across every screen in the household. With platforms like PrsmX enabling this synchronization, brands

that embrace CTV, OTT, and multi-screen execution gain not just reach, but relevance in an always-connected world.