India is the Fastest Growth Market for Connected TV

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.

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. The top 20 online video platforms will account for two-thirds of total APAC online video revenues in 2022. 

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.

Exponential Growth of Connected TV in Australia

CTV in Australia

Connected TV advertisers have experienced explosive new growth in 2017, increasing by 351 percent (March 2017 – October 2017) across all 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

Connected TV Marketing Association Foundation

Leaders of the CTV advertising, media and entertainment sector converged in New York, London and Melbourne for the inauguration of the Connected TV Marketing Association (CTVMA), the global industry trade body of the advertising, media and entertainment sector.

Television advertising will join the 21st century, as Internet connected televisions, from brands such as Samsung, Sony and LG, are predicted to make up to 90% of the global TV market by 2014, with sales, reaching 123 million.

Connected TVs offer brands the chance to connect their offline spend with the rapidly growing online content market, with TV applications or targeted ad campaigns served by ad networks across electronic program guides. With 85% of marketers interested in advertising on internet-connected TVs, the CTVMA had been set up to inform and educate the advertising, media and entertainment sector on the commercial opportunities of Connected TV platforms. For immediate release:

James Grant Hay, Founder and President Asia-Pacific of the Connected TV Marketing Association:

"The CTVMA is being launched today to address these issues currently being faced, by not only advertisers, broadcasters and rights holders alike but, by the TV set makers themselves. As TV platforms are likely to compete with broadcasters to buy programme content from rights holders and serve advertising against it."

Doug Scott, Honorary U.S. Chair of the CTVMA, President of Ogilvy Entertainment (WPP):

"Ogilvy is committed to the development of advertising and original brand funded programming on Connected TV platforms to enable a direct dialog between consumers and brands."

Zachary Weiner, Co-Founder and President North America of the Connected TV Marketing Association:

"Connected TV platforms supersede broadcasters in owning programme content and selling advertising against it. Marketers are also frustrated by the lack of audience information on who they are targeting and ad networks face issues of interoperability, scale and standards across platforms".

As part of its future plans, the CTVMA has immediately embarked on an open industry consultation process, inviting leaders from the advertising, media and entertainment sector to participate in formulating an industry terms of reference. The CTVMA comprises 47 Country, Regional and Chapter Presidents, Vice-Presidents with CE representatives around the world.

An Australian board will be announced at the CTVMA’s first industry event in Sydney on March 7, 2012. For more information visit the website. Official launch photos. Follow @ctvma