Go Unlimited with Magzter GOLD
Get unlimited access to 10,000+ magazines, newspapers and Premium stories for just
Try GOLD - Free
Connected TV Driving Family Content on OTT
Mint Kolkata
|January 06, 2025
Rise in connected TV adoption reshapes streaming, marketing strategies
The rise of connected TV sets, especially in urban areas, is reshaping the content and marketing strategies of video streaming players that are targeting wholesome shows that could be watched by the entire family, instead of the more personalized programming tailored for mobile screens.
According to a recent report by media consulting firm Ormax, 36% of SVOD (subscription video-on-demand) audiences in urban India are regularly using connected TV (CTV) devices, which enable streaming of videos and music via the internet. As a result, there has also been an increase in co-viewing of streaming content among SVOD audiences, which has implications for content and marketing strategies of OTT platforms in India. As of August 2024, India had 547 million OTT users, but active paid subscriptions were only around 100 million, according to Ormax.
This story is from the January 06, 2025 edition of Mint Kolkata.
Subscribe to Magzter GOLD to access thousands of curated premium stories, and 10,000+ magazines and newspapers.
Already a subscriber? Sign In
MORE STORIES FROM Mint Kolkata
Mint Kolkata
With $2.2 bn fund, ChrysCap has appetite for riskier bets
MD Saurabh Chatterjee details shift in global LP base, renewed focus on manufacturing
3 mins
December 01, 2025
Mint Kolkata
Smart GDP growth casts shadow over December rate cut
The Reserve Bank of India’s (RBI's) Monetary Policy Committee (MPC) is widely expected to keep the policy rate unchanged on 5 December, even as a sizable minority of economists argues that the space created by softening inflation and moderating nominal growth warrants another rate cut.
1 min
December 01, 2025
Mint Kolkata
European stock markets dominate global rankings
In the ranks of the world’s 20 best-performing stock markets this year, every second index is European.
1 mins
December 01, 2025
Mint Kolkata
Data centers are a ‘gold rush’ for construction workers
Mond Chambliss used to run himself ragged with the small contracting business he owned in Columbus, Ohio: hanging drywall, chasing clients for payments and managing half a dozen employees.
4 mins
December 01, 2025
Mint Kolkata
Let chats stay easy
India’s Department of Telecommunications has directed messaging apps like WhatsApp to ensure that users aren't allowed to access these services without active SIM cards in their phones.
1 min
December 01, 2025
Mint Kolkata
As mid-cap alpha shrinks, should you consider passive strategies?
Advisers urge a balanced mix—add passives slowly and back strong, active managers, as mid-caps are still pricey
4 mins
December 01, 2025
Mint Kolkata
Let's be a bit more selective in using the word 'reforms'
Everybody should take a beat and think before uttering the word ‘reforms’ the next time. Glib usage, frequently in the wrong context, threatens to rob the word of its import.
3 mins
December 01, 2025
Mint Kolkata
India's regulated exports at risk: BCG
India’s export-driven businesses in sectors such as aluminium, iron and steel that face international regulatory shocks are increasingly exposed to risk due to climate inaction threatening their profits, operations, and long-term viability, according to global consulting firm BCG.
1 min
December 01, 2025
Mint Kolkata
Gen Z redefines work in a volatile job market
Amid layoffs, Gen Z is pushing back against overwork, choosing clear boundaries, sustainable growth over old notions of indispensability
3 mins
December 01, 2025
Mint Kolkata
No, our election booth level officers aren't dying of stress
A dangerous thing the Indian news media does is attribute reasons for suicide.
4 mins
December 01, 2025
Listen
Translate
Change font size