Connected TV households are growing rapidly in India with an annual growth rate of 32% when compared with 2023, expanding the reach of Addressable TV services to 21% of Indian TV Homes.
The second edition of the report ‘The Changing Landscape of Indian Television’ by GroupM estimated that the Addressable TV is expected to surpass 45 mn homes by the end of 2024 and Karnataka seems to be fast adapting to the change. By growth of no. of impressions, the state topped the charts among the 10 largest CTV regions with X7.5 growth rate followed by Delhi with X6.2, and Haryana with X5.9. Maharashtra stood at No.4 with X5.8 growth rate.
Surprisingly, Uttar Pradesh, Jharkhand and Uttarakhand featured in the chart with X5.6 growth rate. The other regions that featured in the top 10 chart include Hindi heartland states Chhattisgarh, Bihar and Madhya Pradesh.
Incidentally, other Southern states like Tamil Nadu, Andhra – Telangana and Kerala which are known for very high penetration of TV homes failed to appear in the chart featuring top growth markets.
The report also suggested that there was 117 pc growth in the number of unique Connected TV devices from 2022 to 2023. The surge in Connected TV advertising is anticipated at an impressive 31% CAGR, which underscores the pivotal role it plays in reshaping the television ecosystem.
