- Addressable TV homes to surpass 45 Mn by end of 2024, covering 21% of Indian TV Homes; a growth of 32% over 2023
- 117% growth in delivery of paid media to CTV devices from 2022-2023
- CTV growth emerges from HSM markets, witnessing 4X growth in impressions from Maharashtra, Haryana, UP, MP, Jharkhand, Uttarakhand, Chhattisgarh & Bihar over last 12 months. Karnataka leads growth in South with 7X growth
- The survey stated that two-thirds of the respondents expressed that they found ads on OTT services more appealing and relevant than their linear TV counterparts, and 41% declared willingness to view ads on OTT Service to reduce subscription costs
- Two-thirds of the respondents co-view while watching addressable TV services, making it comparable to traditional TV viewing patterns
- 11% of respondents are of cord-cutters but 54% of those cord-cutters continue to watch addressable TV services
16% of TV ad spend will be devoted to addressable TV products and services on connected TVs by 2026: GroupM
Currently, addressable advertising accounts for 9.8% of TV's ad spends
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