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Industry Trend
FAST Channels and CTV Growth
The rise of FAST channels is reshaping the television landscape in India, with significant growth in CTV audiences and advertising opportunities. Industry leaders emphasize the need for innovative metrics to measure business outcomes beyond traditional media metrics.
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Growth of FAST Channels
The case for FAST: Regional television’s next prime-time opportunity
Key Insights
5 Insights
Growth of FAST Channels
FAST channels are becoming a significant player in the Indian television market, offering new advertising opportunities.
Increase in CTV Audience
India's CTV audience has reached 207 million, with a notable increase in rural viewership.
Shift in Advertising Strategies
Advertisers are adapting strategies to leverage the unique opportunities presented by FAST channels and CTV.
Need for Unified Measurement
There is a growing demand for unified TV measurement to accurately assess the impact of CTV advertising.
Focus on Business Outcomes
Industry leaders are advocating for a shift from traditional media metrics to business outcome-focused measurements.
Frequently Asked Questions
5 Q&A
FAST channels are free ad-supported streaming television channels that provide content without subscription fees.
CTV viewership in India has grown to 207 million, with significant increases in rural areas.
Advertisers see FAST channels as a new opportunity to reach diverse audiences without the costs associated with traditional TV.
Unified TV measurement refers to a comprehensive approach to assess viewership and advertising effectiveness across all TV platforms.
Advertisers are encouraged to focus on business outcomes rather than just traditional media metrics to gauge success.
Latest Articles in This Topic
6 Articles
The case for FAST: Regional television’s next prime-time opportunity
Influencers will expand beyond social media as FAST channels grow: Tejinder Gill
In an interaction with e4m, Gill, Trade Desk’s VP, India and SEA, talks about SMBs entering CTV advertising, the rise of FAST channels, changing Gen Z viewing h...
We need to look beyond media metrics to business outcomes: Prasanth Kumar, WPP Media
Kumar said advertisers also need to recognise that CTV, despite being consumed on a large screen, has multiple utilities
CTV’s 207 million reach raises the stakes for unified TV measurement
The report identifies household-level identity as one of the key building blocks for the next phase of CTV planning
FAST emerges as India’s largest untapped CTV ad inventory: WPP Media-The Trade Desk
The report, The Connected TV Era: India’s New Prime Time, finds that one-third of CTV viewers are already aware of FAST, while one in five is watching it
India’s CTV audience hits 207 million as rural viewing doubles, reshaping TV advertising
FAST viewers also spend more time on CTV overall, averaging 3.4 hours a day compared with 2.9 hours across the entire CTV audience
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AI-assisted summary, reviewed by our newsroom
The rise of FAST channels is reshaping the television landscape in India, with significant growth in CTV audiences and advertising opportunities. Industry leaders emphasize the need for innovative metrics to measure business outcomes beyond traditional media metrics.
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