April 11, 2023

India is the Fastest Growth Market for Connected TV

CTV market in India

India is poised to be the third-largest TV advertising market by 2024. According to the FICCI-EY report, there would be 40 million addressable TV homes in India by 2025. Connected TV ownership in India has skyrocketed and grew 33% year-over-year in Q1 2022 to reach its highest ever record level of 89%.

In India, digital video has skyrocketed exponentially in the new stay-at-home paradigm. Streaming services such as Netflix, Prime, and Disney went from niche to mainstream. Video entrenched deeply on social platforms such as YouTube, Facebook, Instagram, and Tiktok. According to the eMarketer, in many countries, digital video has overtaken broadcast TV. 

With supply proximity, faster broadband and affordable TV hardware, mobile-first Indian consumers are rapidly adopting connected TVs. Market leader Xiaomi leads with 14.3% and Samsung, the global leader, is placed second in India at 13.1%, followed by LG with 8%, OnePlus with 7% and Sony at 5%.

Southeast Asia is charging ahead at full steam, having added 60M new digital consumers to the internet economy since the pandemic started. 20M of them joined in H1 2021 alone. It took four years to add 100M users and just less than 1.5 years to add 60M, bringing the internet penetration in Southeast Asia (SEA) to 75%. 

The top 20 online video platforms will account for two-thirds of total APAC online video revenues in 2022. The vendors include YouTube, Netflix, Amazon Prime Video, Disney+ Hotstar, with key local players in Japan, Korea, Australia, served by Yahoo!, TVer, Stan, Vidio and Viu.

The streaming industry is projected to reach $5 billion by 2023, and it's predicted that India will become one of the top five global CTV markets worth an estimated value of $823 million by EOY 2022.

While CTV viewing has increased by 81% globally, adoption in India is still in its infancy, but did grow by an impressive 31% in 2021. India is still largely an untapped market with enormous opportunities. By 2025 there will be 80 million connected TV households.

With supply proximity, faster broadband and affordable TV hardware, mobile-first Indian consumers are rapidly shifting towards connected TV.

October 25, 2021

Singapore Attitudes to Connected TV During COVID-19

Singapore CTV market

Connected TV consumption is on the rise in Singapore, with new research showing tha43% of Singapore consumers are spending more time watching CTV content since the start of the pandemic. 

As the pandemic has rapidly accelerated the growth of CTV, it’s more important than ever before that brands understand and embrace the medium. Almost 43% of Singapore consumers have tried a new ad-supported streaming service since the outbreak of the COVID-19 pandemic. Of those, 81% say they will continue to do so. 

Additional key findings include: 

  • 87% of the Singapore population now have access to CTV content through various devices, with 42% now owning three or more devices; 
  • 77% of Singaporeans say they would prefer to watch their favourite TV programmes for free with ads rather than pay for an ad-free experience; 
  • 77% of Singapore consumers plan to reduce the amount they pay for TV services  34% plan to switch to free-ad-supported services, 33% plan to reduce the number of paid for streaming services they use, and 29% plan to cancel their cable TV; 
  • More relevant targeting and greater personalisation mean CTV ads performs better than the TV average in Singapore across key indicatorsCompared to the average TV viewer in Singapore, after seeing an ad on TV, ad-supported CTV users in Singapore are: 

    • 13% more likely to tell a friend about a brand;  
    • 14% more likely to buy a product;  
    • 6% more likely to visit a store or website;  
    • 7% more likely to search for a brand; 
    • 9% more likely to have an improved opinion of the brand.

April 13, 2020

COVID-19 Drives Connected TV Advertising Demand


Working from home
Peak viewing sessions from March 16 through 22 across ad-supported and ad-free apps on connected-TV platforms rose 40% from the previous quarter. 
The uptick in streaming usage during the pandemic has translated to more available ad time. InShot, which helps publishers sell video ads, saw a 36% increase in video ad inventory.
Ad inventory available for streaming TV programming specifically rose nearly 25% from March 12-24, compared with Feb. 28-March 11. Inventory for digital videos, which are typically shorter, was up 13% in the same period.
Streaming viewers were accustomed to seeing the same ads repeat much more than they would on traditional TV, or even blank screens where ads should go, before the coronavirus quarantined them at home.
The growth of connected TV demand from advertisers, with savvy programmatic buyers and sellers seeking to regain the competitive advantage.

December 16, 2017

Exponential Growth of Connected TV in Australia

CTV in Australia

Connected TV streams have experienced explosive growth in 2017 increasing by 351 percent (March 2017 – October 2017) across all the four major free to air broadcasters in Australia.
Beginning in March 2017, smart TVs made up 42 percent of CTV supply, OTT devices 48 per cent and gaming consoles 10 percent. By October, this had shifted, with smart TVs comprising 26 percent, OTT devices 68 percent, and gaming consoles at 6 percent.
The steady incline in the number of Australians watching TV via CTV is calulated to offer 2.9 billion ad opportunities across Australia’s four main free to air broadcasters’ in 2017, with further increase in 2018.
CTV capitalises on the engagement of the full TV screen experience with the advantage of consumer control over the journey. Connected TV also has the ability to provide data on behaviour as well as a range of targeting opportunities. This provides a big screen experience with the added benefits that are linked to a digital experience.

Future TV Advertising Forum 2018 Sydney explores the fundamentals of CTV media planning, including how we measure media exposures accurately across all connected devices To register visit the website