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
Industry Trend
India's CTV Advertising Landscape
The rise of Connected TV (CTV) in India is transforming the advertising landscape, with a significant increase in audience numbers and rural viewership. This trend highlights the growing importance of CTV ad inventory and its implications for advertisers and media agencies.
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CTV Audience Growth
FAST emerges as India’s largest untapped CTV ad inventory: WPP Media-The Trade D...
Key Insights
5 Insights
CTV Audience Growth
India's CTV audience has reached 207 million, indicating a significant shift in media consumption habits.
Rural Viewing Surge
Rural viewership has doubled, reshaping the advertising strategies of brands targeting these demographics.
Untapped Ad Inventory
FAST has emerged as the largest untapped CTV ad inventory in India, presenting new opportunities for advertisers.
Impact on TV Advertising
The rise of CTV is reshaping traditional TV advertising, pushing brands to adapt to new formats and platforms.
Media Agency Strategies
Media agencies like WPP are adjusting their strategies to leverage the growing CTV market effectively.
Frequently Asked Questions
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Connected TV (CTV) refers to any television that can connect to the internet and stream digital content.
India's CTV audience has reached 207 million, reflecting significant growth in digital media consumption.
FAST stands for Free Ad-Supported Streaming Television, which is a model gaining traction in the CTV space.
The doubling of rural viewership indicates a shift in media consumption patterns, making it crucial for advertisers to target these audiences.
Media agencies are adjusting their strategies to capitalize on the growing CTV market and its unique advertising opportunities.
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FAST emerges as India’s largest untapped CTV ad inventory: WPP Media-The Trade Desk
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 Connected TV (CTV) in India is transforming the advertising landscape, with a significant increase in audience numbers and rural viewership. This trend highlights the growing importance of CTV ad inventory and its implications for advertisers and media agencies.
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