How Connected TV is India's New Prime Time for Brands

New research from WPP Media, The Trade Desk and Ormax Media reveals how Connected TV is reshaping audience behaviour, media planning and advertising effectiveness across India.

Television in India hasn't disappeared. It has evolved.

Connected TV (CTV) has rapidly emerged as one of India's most influential media channels, transforming how audiences consume content and how brands reach, engage and influence consumers.

As streaming adoption accelerates and viewing habits continue to evolve, marketers have an unprecedented opportunity to reach highly engaged audiences on the biggest screen in the home.

Developed by WPP Media, The Trade Desk and Ormax Media, The Connected TV Era: India's New Prime Time explores the trends, behaviours and opportunities shaping the future of television advertising in India.

Whether you're a marketer, advertiser, media planner or business leader, this report provides practical insights to help you better understand the evolving Connected TV landscape and what it means for your media strategy.

Why This Matters

Connected TV is no longer an emerging channel. It is becoming a critical component of modern media planning.

This latest research highlights how audience behaviour is changing, where growth is coming from, and why brands need to rethink how they measure, plan and activate television advertising in an increasingly connected world.

The findings challenge long-held assumptions about TV viewing and reveal new opportunities to drive reach, engagement and business outcomes.

What You'll Learn

Understand the rise of Connected TV in India

Explore the trends driving rapid CTV adoption and how viewing habits are evolving across different audiences and regions.

Discover how audiences engage with content on the biggest screen in the home

Understand when, where and how consumers are watching content and what this means for advertising effectiveness.

Identify the audiences driving growth

Learn more about premium audiences, Gen Z, millennials, families and emerging viewer segments that are embracing Connected TV.

Explore the relationship between advertising and consumer action

Understand how Connected TV influences discovery, research and purchase behaviour and what this means for modern marketing strategies.

Prepare for the future of television advertising

Gain practical guidance on audience-led planning, cross-screen strategies, measurement and the next phase of CTV innovation and the Intelligent TV era.

Key Insights Preview

A rapidly expanding audience opportunity

Connected TV continues to grow in scale, creating significant opportunities for brands looking to engage audiences through premium video experiences.

Advertising drives measurable action

CTV audiences are highly engaged and more likely to take action after exposure to relevant advertising.

The power of shared viewing

Viewing is often a shared household experience, increasing the impact and value of every impression.

Premium audiences are embracing Connected TV

Many of the most desirable and influential consumer segments now use Connected TV as a primary source of entertainment and content consumption.

Growth extends beyond major metropolitan areas

The expansion of Connected TV across non-metro and emerging markets is creating new opportunities for brands to build reach and relevance.

Who Should Read This Report?

This report is designed for:

• Marketing leaders

• Media planners and buyers

• Brand strategists

• Advertisers

• Digital and performance marketers

• Agency teams

• Business decision-makers looking to understand emerging media trends

Access the Full Report

207 million viewers. 83% take action after seeing an ad.

Discover this and more audience insights, planning implications and growth opportunities shaping India's Connected TV future.