Connected TV driving family content on OTT

Rise in connected TV adoption reshapes streaming, marketing strategies

- Lata Jha

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 audience, 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.