MiQ has released its latest Advanced TV Report India, offering a comprehensive view of how Connected TV (CTV) adoption and streaming habits are evolving across the country. Based on extensive consumer and advertiser surveys, the report lands at a time when India’s active CTV audience has grown more than 87% year-on-year, now exceeding 129 million viewers.
The study underscores the rise of multi-screen consumption. While mobile remains dominant with 93% viewership, 71% of audiences continue to watch long-form content on television screens. Indian households now subscribe to an average of three streaming platforms, spending over ₹1,360 monthly, and 67% intend to add more services.
Hardware trends mirror this momentum. Sales of 55-inch and above smart TVs grew 43% in 2024, driven by affordable devices and expanding broadband connectivity-together powering 46 million smart-TV-enabled homes. Digital-only viewers, those exclusively consuming content online, now make up 23% of the audience.
Varun Mohan, chief commercial officer – India, MiQ, said, “India isn’t just a fast-growing streaming market; it is setting global standards in Advanced TV adoption. CTV spends have surged from ₹450 crore in 2022 to ₹1,500 crore in 2024. As advertisers embrace outcome-driven formats, MiQ will continue to equip them with the insights and tools needed to unlock measurable growth in this evolving landscape.”
A striking insight from the report is that 91% of viewers engage with ads while watching content, often responding instantly through second-screen browsing or shopping. This behaviour is redefining video advertising, with Connected TV projected to command an increasing share of marketer budgets.
With 92% of Indian marketers expecting video spends to rise-and more than half planning to increase CTV investments-the report offers a strategic roadmap. It outlines how brands can sharpen creative effectiveness, optimise for interactivity, and connect campaigns more directly to business outcomes in India’s rapidly expanding video ecosystem.
