MUMBAI: Over 80 Connected TV brands are now available in India, running on 7+ operating systems, offering consumers more choices and emphasizing a shift toward digital-first TV experiences.
Chrome Digital Distribution Track is set to release the Connected TV SES (Subscriber Establishment Survey) 2024 Report on 25 December, 2024. This study offers insights into India’s rapidly evolving Connected TV (CTV) market, providing an analysis of consumer preferences, brand performance and technological trends. The report will be a game-changer for brands, advertisers, and policymakers looking to understand and navigate the complex landscape of television consumption in India.
Key Insights from the Connected TV SES 2024 Report:
• Content is being accessed through both internal and external connections, fuelling the widespread adoption of Connected TVs.
• There is a growing trend of using FAST channels, native apps, third-party apps, TVaaS (TV as a Service), and smart devices (including smart boxes) for content consumption.
• Advertising on FAST channels, native apps, and YouTube differs from traditional linear TV ads, reflecting the broader trend of digital-first and personalised advertising.
• The OnePlus Connected TV base is showing a decline.
• Smart Boxes like Tata Binge and Airtel Xstream offer the same channel lineup as their regular set-top boxes (i.e., Tata Play and Airtel), along with the OTT services
• Haier, Panasonic, and Croma have more coverage in the North, while Sanyo (Panasonic) and Onida is more in the South than other regions of the country.
• Maximum count of FAST channels available is 120 as of now.
For clarity, FAST channels are free, ad-supported streaming services available on Connected TVs. Native apps are broadcaster-specific apps that can be downloaded from app stores, while third-party apps offer bundled channels. TVaaS (Television as a Service) refers to a subscription-based television service. Lastly, smart boxes are devices that convert regular TVs into smart ones, enhancing the viewing experience.
India’s television market is at a crossroads, with Connected TV penetration reaching 80.2 million homes, while Cable & Satellite TV still holds a dominant presence with 159.6 million homes (includes overlaps). In total, there are over 217 million TV households across the country, underscoring the rapid pace at which Cable & Satellite homes are converting to Connected TV, with the potential for full conversion in the next two years.
“The CTV SES is a game-changer for understanding India’s connected television ecosystem. With the diversity of platforms and viewing habits, this report provides brands, advertisers, and stakeholders with actionable insights to navigate the complexities of this growing market. It underscores our commitment to delivering data-driven clarity in an era defined by technological convergence and consumer evolution” said Pankaj Krishna, founder, CEO, Chrome DM.
The Chrome Digital Connected TV SES 2024 Report is based on a primary survey of 325,000 households across India (Metros, Urban, Semi Urban and Rural) conducted from September to November 2024, using stratified random sampling to ensure diverse regional and demographic representation. Additionally, over 1,500 electronic retail outlets were included through multi-stage sampling. Secondary data from credible sources including government databases, industry reports, and market research publications was integrated to validate and enhance the findings. Using a triangulation methodology, this data was cross-validated with primary survey data to ensure consistency.
The deliverables include a breakdown of CTV homes by brand (multinational, national, local), operating system distribution by brand and state, and a list of parent organisations with their brand portfolios in India. It also covers brand and parent organisation rankings by state and nationwide based on market presence and share.
