By Saptak Bardhan

Connected TV (CTV) usage in households has increased in recent years. Consumers have been making the transition to CTV from traditional linear TV. Approximately, there were 32 million CTV users in India in 2023 and the number is expected to reach 40 million by 2025, according to a report by VDO.AI.

The shift has not only transformed how consumers consume content but has also opened up new avenues for brands to engage with their audiences. Jay Ganesan, SVP-APAC, Amagi Corporation, highlighted the evolving landscape of advertising, noting that CTV provides advertisers with enhanced targeting capabilities compared to traditional linear TV.

"CTV provides better ROI because you can divide your viewers into cohorts based on product viewership. It also collects opt-in data every time a subscriber downloads the app, which makes the advertisements targeted and effective. Different profiles on the app also help advertisers reach a particular audience that they intend to reach" Ganesan stated.

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