India to see more connected TVs

Addressable advertising is set to surpass 13% of total TV advertisement revenues in the country by 2025

- Gaurav Laghate

33-34 mn addressable TV households existed in India as of 2023

With improvement in broadband penetration, Indian households are increasingly opting for connected or addressable TVs. As of the end of last year, India had 33-34 million addressable TV households, and the number is expected to reach 45 million by the end of 2024, amounting to 21% of the total TV households, as per GroupM's second edition of The Changing Landscape of Indian Television survey. This is a 32% increase over 2023.

The survey on the state and potential of addressable TV in India is done by Ampere Analysis which received responses from 4,000 respondents and delves into the transition from linear TV to Connected TV (CTV) within the Indian TV industry, highlighting the transformation in audience media consumption patterns.