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.

Singapore Attitudes to Connected TV During COVID-19

Connected TV consumption is on the rise in Singapore, with new research showing that 43% 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 streaming service.

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 indicators. Compared 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.

COVID-19 Drives Connected TV Advertising Demand

Work from Home

Since the onset of COVID-19, increased digitalisation has been an undeniable trend. The time spent on TV viewing has almost tripled. What’s more, linear TV viewers are clearly shifting to CTV.

High CTV access and usage is not unique to the current health crisis. Trends have been headed upward for some time. As of March 2020, Nielsen data showed that 76% of U.S. homes had at least one connected device. But because access doesn’t always equate to usage.

The increase in viewing in the living room speaks to the growth of co-viewing as consumers choose to watch content together—especially during a global pandemic, which has likely provoked consumers to lean into their families and loved ones during the health crisis.

While co-viewing levels have come down from their peaks during the week of March 23, they remain higher than before the COVID-19 pandemic for most demographics.

The changes in consumer behavior are leading to a shift in advertisers’ and publishers’ behavior as well. Publishers and ad tech companies offer brands the ability to switch creatives quickly and provide data-driven insights into how different messaging is resonating with consumers. As a result, advertisers shift to CTV ads and pour more ad budgets into the ecosystem.

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 Meeting at BBC Worldwide Australia



                                                           CTVMA APAC Board

The Connected TV Marketing Association's country boards are now coming together to officiate local agenda's in their regions. Last week, our APAC board met at BBC Worldwide Australia in Sydney, Australia.

Pictured above from L-R Mark Blair (Brightcove), Andy Edwards (Telstra), Stephen Langdon (NBN Co.), Will MacKinnon (SBS), Sandra Davey (Netgem), Luke Steele (Samsung) and David Gwynne (Samsung).

Both the U.S, Canada and Central Eastern European boards are scheduled to meet. Major topics under discussion include; regulatory issues, corporate governance, standards issues, conventions in TV app development and other general commercial areas of interest to professionals and investors in advertising, media and entertainment.

The Association will be making a major European announcement this month concerning its Belgium board in the European Commission, to coincide with the launch of our official website.

Connected TV Marketing Association APAC Board

                                                             Sydney, Australia

Leaders of the Australian advertising, media and entertainment sector converged at the Powerhouse Museum in Sydney on Wednesday, for the inauguration of the Connected TV Marketing Association’s APAC Board.

With a third of Australians planning to buy a smart TV or internet-connected device or set-top box this year, 2012 marks a turning point for connected television viewing in the region. At the summit, Founder and President of the Association, James Grant Hay announced the appointment of Professor Duane Varan, Executive Director of the Interactive Television Research Institute at Murdoch University as its Honorary APAC Chairman.

Professor Varan will preside over a board of directors from company representatives as diverse as ABC, Accedo, SBS, and the NBN Co. Limited. In accepting the nomination of Chairman, Professor Varan said:

In an age of perpetual change, it's critical that all players across the new value chain work together to build vibrant new business models. There are exciting new opportunities for connected TV in the road ahead which the Association hopes to help cultivate in this region".

The launch in Sydney also included a Smart TV presentation from Samsung Electronics Australia and was attended by representatives from Australian companies, including Telstra, Viocorp, BBC, Netgem, Village Roadshow, Adconion, Brightcove, and special guest from London, Shirlene Chandrapal Vice President of Connected TV at Smartclip.

 CTVMA Media Launch

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. On the panel, the association’s Asia-Pacific Vice President and Director of Accedo, Matt Kossatz said:

"Connected devices offer brands and content owners 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 and TV's on-screen app store”.

Circular Quay

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

"We are delighted with today's turn out and thank Professor Varan and all the APAC board members for their valuable time and future contribution moving forward. Our presence in the region is now well and truly established”.

As part of its future plans, the CTVMA has immediately embarked on an open industry consultation process with the consumer electronics industry, inviting leaders from the advertising, media and entertainment sector to participate in formulating an open industry terms of reference.

Since launching in November, the association now comprises of 117 Country, Regional and Chapter appointed Presidents, Vice-Presidents with representatives around the world. A complete list of new APAC board members visit the website.

The board now plans to schedule its first agenda meeting and announce details of its next Sydney event in June as part of its attendance at the Connected Entertainment Summit.

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