The new retail counter

THE FUTURE OF shopping is evolving; it’s no longer just search-driven, but rather it has become discovery-driven.

- ARJIT SACHDEVA

TV screens have long been windows to entertainment, but today they are turning into shopping portals. As streaming habits surge, CTV is transforming from a passive medium into a data-rich commerce engine. In India, CTV penetration has risen by 50% among OTT audiences across the six major metros, with Delhi-NCR, Karnataka, and Maharashtra leading adoption. Having overtaken laptops and tablets, CTV has now become the second-most popular device for streaming, after the smartphone. This growth signals a shift in how audiences consume, and now, increasingly, buy through large screens.