The Changing Landscape of Indian Television

A study on advancing TV transformation

GroupM has partnered with Ampere Analysis to produce a 2nd edition of its in-depth annual report on the Indian TV market – one of the world’s most important TV markets, with the second largest number of households after China.

This report serves as a guide for advertisers and broadcasters alike for everything and anything CTV. Primarily, it explores two key aspects of the changing Indian TV landscape: The major market factors contributing to the transformation and the changing consumer preferences that are shaping the new TV landscape.

The primary research was completed in November 2023 and comprises a survey of more than 4,000 online respondents in India. Ampere’s syndicated research used in this report provides a detailed view of India’s cable, satellite, SVoD, and telecoms operators’ businesses and content spending. The report also includes proprietary data from GroupM Nexus Advanced TV, including forecast advertising revenues and network supply data on video consumption.

Some key data points from the survey highlight the transformation towards a more connected and addressable TV market in India:

• TV households in India have grown by 1.1% CAGR over 2020-2023, reaching 217 million.
• Connected TVs are expected to reach more than 45M households by the end of 2024.
• 65% of Indian internet users watch ad-supported video content, and nearly 75% of Indian internet users have watched one or more pay TV services in the last month.
• 64% of Indians have watched a service with addressable TV capabilities within the last month.
• 9.8% of the total TV advertising revenue went towards Addressable TV services in 2023.