Mumbai: Connected TV (CTV) has emerged as a mainstream viewing platform in India, reaching 166 million monthly viewers aged 15 and above in the first quarter of 2026, according to the latest edition of Kantar’s Media Compass Report. The findings underscore the growing role of CTV in helping brands extend their reach beyond traditional television and engage increasingly diverse audience segments.
Based on a rolling sample of more than 87,000 consumers, Kantar’s quarterly Media Compass Report highlights the rapid evolution of media consumption patterns across Linear TV, Connected TV, digital and print. As viewing habits continue to fragment, CTV is enabling advertisers to deliver incremental reach while engaging premium, younger and geographically dispersed audiences with greater precision.
Commenting on the findings, Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar, said, “The rapid evolution of Connected TV is reshaping how brands approach audience targeting. Our latest Media Compass insights show that the CTV opportunity is not just about scale, it gives a sizeable 4% incremental reach of audiences not available on LTV with a strong Metro Male skew. By providing a continuous, cross-media view of consumer behaviour across TV, digital and print, Media Compass helps brands move beyond siloed planning to maximise reach, reduce duplication and drive greater effectiveness from their media investments.”
Key findings from Kantar Media Compass (Q1 2026)
CTV has become a mainstream viewing platform: Connected TV reached 166 million monthly viewers (aged 15+) during Q1 2026, representing a 23% increase compared to Q1 2025. The platform has evolved beyond a niche entertainment medium to become an integral part of consumers’ viewing habits, making it an increasingly important component of media planning.
CTV delivers incremental reach beyond Linear TV: Around 59 million viewers consume content exclusively on Connected TV, accounting for 36% of the total CTV audience. As audiences continue to diversify their viewing preferences, CTV is providing brands with access to consumers who are not reachable through Linear TV alone.
Premium audiences and wider geographic penetration: Approximately 60% of CTV viewers belong to NCCS A, reinforcing the platform’s appeal for premium and high-consideration categories. At the same time, one in three CTV viewers resides in rural India, highlighting the platform’s expanding reach beyond metropolitan markets.
Strong presence among India’s core consumer segment: CTV’s audience profile remains balanced, with 53% men and 47% women, while consumers aged 25–44 years account for 46% of total viewership. This positions the platform as an effective channel for brands seeking to engage consumers in their prime earning and purchasing years across categories such as FMCG, consumer durables, technology and entertainment.
Connectivity to fuel the next growth phase: While CTV adoption continues to accelerate, 46% of viewers currently have a fixed internet connection at home. As broadband infrastructure expands across the country, CTV’s reach and engagement are expected to deepen further, creating new opportunities for advertisers and content platforms alike.
The findings reinforce Connected TV’s emergence as a strategic media channel, enabling advertisers to complement traditional television campaigns with greater precision, incremental reach and improved cross-platform audience engagement.
