Advertising Digital Opinion
Nishant Gopalia
May 05, 2025

CTV’s big picture: Small screens are getting left behind

As India’s CTV adoption grows 30–35% yearly, Tonic Worldwide’s senior vice president for media and martech notes that why marketers must recalibrate their plans to woo high-value audiences in untapped regions.

According to a GroupM report, digital video consumption in India has grown by 24% CAGR over the last five years, with CTV playing a crucial role in this expansion.

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