Almost 70% Indians spend between 1 and 4 hours on connected TV: mediasmart report
Affle’s mediasmart India CTV Report 2021 reveals consumer adoption insights about the advertising potential of the CTV medium

“India CTV Report 2021 - Mapping Connected TV (CTV) Viewership in India and the Opportunities for Brands” a report from mediasmart, an Affle company, highlights the changing media consumption patterns of the Indian consumer. India is undergoing digital transformation and consumers are steadily moving away from traditional linear TV to CTV and OTTs. This change presents an untapped advertising opportunity for brands and advertisers. The report highlights consumer adoption insights layered with an expert view on the possible advertising potential of the CTV medium.
According to the report, key CTV viewership trends and insights include:
- Out of the select audience surveyed, 78% own a Smart TV and 93% of these smart TV users access internet-based content
- Mobile-first, active and aware CTV consumers: CTV users are young, urban adults who are already mobile-first and are actively engaging with diverse apps such as - 89% of the respondents are social media users, 82% are e-commerce, 44% are gamers and more
- Content on demand: over 59% respondents prefer downloading apps via Smart TV App Store, while 26% respondents primarily consume content via pre-installed apps and a small section (15% respondents) use the dongle to stream content on TV
- One device, many uses: Close to 70% respondents spend between 1 to 4 hours on CTV watching movies (91%), streaming music (64%), playing games (47%) or watching news (64%)
- Spending ability and OTT preferences: Over 65% respondents subscribe to more than one OTT app. There is 40%+ adoption for the leading eight OTT apps in India: Disney+Hotstar, Amazon’s Prime Video, Netflix, Zee5, MXPlayer, Sony LIV, VOOT and Alt Balaji. The inclination on app usage is also heavily dependent on seasonality and timing
- Limited barriers to viewership and adoption: Unlike mobile usage of internet, which requires literacy levels, CTV consumption cuts across age, language, and city barriers. By going vernacular, advertisers can engage with users in ads of their language
Nikhil Kumar, Sr. Director, mediasmart talks about the CTV potential in the report - “The world is moving towards immersive watching experiences and CTV is an exciting space to be at. It is interesting to see leading advertisers in the country adopt CTV advertising as a critical new addition to their media mix. CTV advertising is here to stay and with evolutionary solutions provided by mediasmart on Household Sync technology, we are powering brands to engage with relevant consumers across the connected devices.”
India is a young market with a tremendous potential for CTV adoption. CTV inherently is more engaging than traditional TVs and brings together the twin strengths of (a) engaging storytelling associated with CTV advertising and (b) targeting associated with Programmatic & Digital advertising. Affle’s mediasmart platform offers an innovative approach to help optimise the CTV opportunity. With mediasmart’s unique Household Sync technology, advertisers can make ads more engaging by syncing CTV ad campaigns with ads on other connected devices in the same household. Brands can launch CTV campaigns to a specific audience in the same household, target premium inventory, measure results and drive them to the nearest store.
Amardeep Singh, CEO of Interactive Avenues, talks about the CTV opportunity in the report - “Advertisers globally - and in India - are lapping up the CTV opportunity as it continues to grow as an exciting medium for digital advertising. We have seen great results and ROI for some of our top clients who are already using the CTV ad technology from mediasmart. This research is a step in the right direction to build standard industry metrics, even as technologies like Household Sync make CTV more measurable and impactful.”
With data plans becoming more affordable, India is one of the biggest markets of internet users. Availability of cheap Smart TVs, diverse and affordable internet content and an untapped demographic group opening to the digital-first world presents a massive opportunity for CTV adoption and growth. This makes for a fertile ground for advertisers to innovate solutions for different brands with diverse business needs. Affle’s mediasmart is driving the CTV innovation across India, SEA, Europe & other key markets and aims to revolutionise the way brands interact with consumers on various connected devices.
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Dr Ved Pratap Vaidik's death is a big loss to journalism: Alok Mehta
Mehta, former President Editors Guild Of India, expressed his condolences over the demise of Dr Vaidik whose contributions to Hindi journalism are unmatched
By exchange4media Staff | Mar 14, 2023 3:34 PM | 1 min read
Dr Ved Pratap Vaidik, a well-known political analyst and freelance columnist, passed away at the age of 78. Dr Vaidik was associated with the Press Trust of India as the founder-editor of its Hindi news agency "Bhasha."
Padma Shri Alok Mehta, former President Editors Guild Of India, expressed his condolences over the demise of the veteran journalist: "It is very sad to hear about the sudden death of Dr Ved Pratap Vaidik. He was a great journalist and a great writer on national and international affairs. Above all, he was a very kind person who upheld human values and deeply believed in our social values as a country.
He has contributed to Hindi Journalism in a big way and was the President of the Bharatiya Bhasha Sammelan. Despite being entrenched in Hindi, he had no bias for the English Language, and he wrote a book too in English. He has given lectures across continents and had a personal relationship with almost all of our prime ministers despite being a socialist at heart. His death is a big loss to journalism."
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Senior journalist Ved Pratap Vaidik no more
The political analyst was the Founder-Editor of PTI’s Hindi news agency Bhasha
By exchange4media Staff | Mar 14, 2023 11:58 AM | 1 min read
Veteran journalist Ved Pratap Vaidik has passed away. He was 78.
He was a political analyst and freelance columnist. Vaidik was associated with the Press Trust of India as the founder-editor of its Hindi news agency "Bhasha".
He was earlier Editor (views) at Navbharat Times of the Times Group.
Vaidik was currently Chairman of Bhartiya Bhasha Sammelan and the Council for Indian Foreign Policy.
His columns were published in over 200 newspapers.
While doing research on Afghan Foreign Policy, Vaidik enrolled into Columbia University. He has also studied at School of Oriental and African Studies, London and Institute of the Peoples of Asia, Moscow.
An expert on international affairs, Vaidik had rubbed shoulders with various world political leaders and thinkers.
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Dr Praveer Sinha to be part of enba jury panel
Sinha is the CEO & MD of The Tata Power Company Limited
By exchange4media Staff | Mar 14, 2023 8:18 AM | 2 min read
Dr Praveer Sinha, CEO & MD of The Tata Power Company Limited, India’s largest integrated power company, has joined the exchange4media News Broadcasting Awards (ENBA) jury panel. With a rich experience of nearly 36 years, Dr Sinha has expertise in Power Generation and Distribution sector in India.
Dr Sinha previously served as the CEO & MD of Tata Power Delhi Distribution Limited (TPDDL), a Public Private Partnership with the Delhi Government. He is also the Co-Chairman of the CII National Committee on Power as also on various Industry bodies.
Dr Sinha is a qualified Electrical Engineer and has done Master’s in Business Law from National Law University, Bangalore and has also completed his PhD. from Indian Institute of Technology, Delhi. He is a visiting Research Associate at Massachusetts Institute of Technology (MIT), Boston, USA and is also a distinguished Visiting Scholar at the Faculty of Engineering and Architectural Science, Ryerson University, Canada.
ENBA was formulated by the exchange4media Group in 2008 with the objective of recognizing the best in television news, and to reward industry leaders who are responsible for shaping the future of television broadcasting in India. This year, ENBA is in its 15th edition and the jury will be led by Sunil Arora, a senior bureaucrat and former Election Commissioner of India.
In the last editions, the ENBA jury was led by Harivansh Narayan Singh – Deputy Chairman, Rajya Sabha, Dr Kiran Karnik – Former President – Nasscom, Dr Nasim Zaidi - Former Chief Election Commissioner of India, SY Quraishi – Former Chief Election Commissioner of India, N Ram – Chairman, Kasturi & Sons Ltd., Former Editor–in-chief The Hindu and Group Newspapers, Sanjay Gupta – Managing Director – Star India.
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Varanium Cloud to acquire shares from Fastway Transmissions
The acquisition will be worth Rs 2,683 crore
By exchange4media Staff | Mar 4, 2023 6:25 PM | 1 min read
Varanium Cloud Ltd. will be acquiring up to 14,53,44,256 equity shares with a face of Rs 10 each from Fastway Transmissions Private Limited. The total purchase consideration will amount to Rs 2,683 crore.
As per the company, the consideration payable shall be discharged by way of consideration in cash, the company's statement said.
The acquisition will be subject to execution of the Share Purchase Agreement and other related definitive documents.
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Devraj Sanyal elevated to Chairman and CEO of Universal Music India & South Asia
He has also taken on the additional role of SVP, Strategy for Asia Pacific, Middle East and Africa
By exchange4media Staff | Mar 2, 2023 10:11 AM | 1 min read
Devraj Sanyal has been elevated to Chairman and CEO of Universal Music India & South Asia. Prior to this, Sanyal was the MD & CEO of Universal Music India and South Asia, based in Mumbai. He has also taken on the additional role of SVP strategy for The AMEA (Asia Pacific, Middle East and Africa).
He has been associated with Universal Music India since 2011. Prior to that, he was Group CEO of Percept Sports & Entertainment, which includes music, events, television & intellectual properties, branded content & entertainment and talent management divisions. Sanyal also co-founded the prominent Asian electronic music festival, Sunburn, with Percept Ltd.
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MLA Ashish Shelar on ENBA jury panel
Shelar is currently serving as the Bhartiya Janata Party Mumbai president
By exchange4media Staff | Feb 27, 2023 2:39 PM | 1 min read
Ashish Shelar, Member of the Legislative Assembly of Maharashtra, joins the ENBA jury panel.
Shelar is currently serving as the Bhartiya Janata Party Mumbai president. An active sports administrator, he has held several prestigious positions like Vice President of the Mumbai Cricket Association and Vice President of the Rajasthan Sports Club.
He has been the Mumbai Secretary for the Akhil Bhartiya Vidyarthi Parishad (ABVP).
The ENBA jury this year will be led by Sunil Arora, a senior bureaucrat, and former Election Commissioner of India.
In the last editions, the ENBA jury was led by Sh. Harivansh Narayan Singh – Deputy Chairman, Rajya Sabha, Dr. Kiran Karnik – Former President – Nasscom, Dr. Nasim Zaidi - Former Chief Election Commissioner of India, S.Y. Quraishi – Former Chief Election Commissioner of India, N. Ram – Chairman, Kasturi & Sons Ltd., Former Editor–in-chief The Hindu and Group Newspapers, Sanjay Gupta – Managing Director – Star India.
exchange4media formulated enba in 2008 with the objective of recognizing the best in television news, and to reward industry leaders who are responsible for shaping the future of television broadcasting in India.
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Internet growth declined in India in FY22: TRAI
The Internet subscriber base in FY22 stood at 824.8 million, compared to 825.3 million as on 31 March 2021, says TRAI report
By exchange4media Staff | Feb 24, 2023 8:42 AM | 2 min read
India boasts of having the world's second-largest mobile phone market with more than a billion users. Yet, internet growth in the country appears to have declined over the past year.
According to the latest TRAI annual report, the internet subscriber base, as on 31st March 2022, stood at 824.8 million, compared to 825.3 million as on 31 March 2021.
This means nearly 0.5 million (5 lakh subscribers) have fallen off the internet between 2021-22, a year which was marked by covid-19 pandemic and lockdown resulting in massive job losses.
The degrowth was recorded in both broadband and narrowband segments. The narrowband decline was gradual throughout FY22. But in the case of broadband, March 22 quarter was particularly bad as the number of internet subscribers fell from 792 million to 788.2 million.
This degrowth is remarkable especially since India is gearing up to welcome 5G.
The overall telecom subscriber base registered a decrease of 34.27 million subscribers in this period; from 1201.20 million in FY21 to 1166.93 million in FY22, the TRAI report says.
The wireless subscriber base, people who access the internet via mobile phone, was 1142.09 million at the end of 31 March, 2022 in comparison to 1180.96 million a year ago, registering a decrease of 38.87 million subscribers during the financial year 2021-22.
Smartphones are the main gateway to go online - and this is where growth is flattening. India Smartphone Market Declined by 10% in 2022 to 144 Million Units, according to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker. This is the lowest figure since 2019, with a 10% decline YoY (year-over-year).
The last quarter was particularly bad when shipments declined 27% YoY to 30 million units. Steep rise in the cost of mobile phones due to inflation is being blamed for the dwindling demand.
“The ASP (average selling price) hit a record US$224, rising 18% YoY in 2022. The entry-level segment (sub-US$150) shrank to 46% of the market, down from 54% a year ago. The dearth of new launches in this critical mass segment was a barrier for new smartphone users, thus limiting the overall market’s growth,” Upasana Joshi, Research Manager, Client Devices, IDC India, said in a statement.
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