WPP Media and The Trade Desk, in partnership with Ormax Media, released a new report, titled The Connected TV Era: India's New Prime Time, earlier this week. The report deeps dive into it's rapidly growing and evolving Connected TV (CTV) landscape, and its impact on viewing behaviour, and hence, on advertising.

You can download the report here.

Some key highlights of the report:

1. Connected TV in India already reaches 207 million viewers across an estimated 62 million to 65 million households, with 3X growth since 2022.

2. Daily CTV watch time is 2.9 hours on an average.

3. More than half of NCCS A households are now CTV homes, and in these homes only 40% watch linear TV regularly.

4. One CTV impression reaches an average of 2.5 people, creating a household reach multiplier.

5. Mini Metros, Small Towns and Rural markets are going to drive the next phase of growth of CTV in India.

6. 83% of CTV viewers take action after seeing an ad, making them one of the most responsive audiences on any screen.

7. One-third of CTV viewers are already aware of FAST, with 1 in 5 watching close to 50 minutes a day.