According to a report by WPP Media and The Trade Desk, India's connected TV audience has grown threefold to 207 million viewers across 62-65 million households. 

Ormax Media conducted the research. 

The findings showed that 83% of CTV viewers seek more information after seeing an advertisement, increasing to 89% among premium viewers. 

Gen Z is spending close to 3.1 hours a day on the medium and are the largest cohort (49%). Millennials follow with 2.8 hours spent, making up 38% of the audience. Mothers are the next biggest cohort, making up 20% of the audience. 

According to the report, one CTV impression now reaches an average of 2.5 people. More than 80% of viewing happens with family or others, while only 19% typically watch alone. Shared viewing is changing how advertisers should assess reach, frequency and household impact.

Rural CTV viewership grew 110% year on year to more than 70 million viewers. Small towns grew 55% and mini-metros 46%, against 21% in metros, pointing to where the next phase of growth is emerging.

Rajiv Rajagopal, senior vice president, head – advanced TV, media solutions, WPP Media, said, “India’s television market has reached an inflection point. The audience is not leaving the big screen, but the way it watches is changing. CTV is bringing together younger viewers, shared household attention and audiences moving beyond linear television. Media plans now need to reflect that reality.”

Tejinder Gill, vice president, business development, India and South East Asia, The Trade Desk, said, “The next phase of CTV will not be won by simply shifting television budgets from one screen to another. It will be won by using data to reach the right households, manage frequency and understand whether big screen attention led to a real business outcome. That is the reset advertisers need to make.”