GroupM Media

India stands as the second-largest TV market globally, boasting 210 million TV households,” says Atique Kazi, GroupM’s representative.

The surge in addressable TV has reshaped the industry landscape, offering targeted ads and personalized content delivery.

The TYNY 2024 report by GroupM reveals significant growth in the Indian TV sector, unlike the global market, with a 7% increase and a 29% market share. The rise in connected TV adoption and addressable TV homes reflects changing audience engagement patterns.

According to the report, India witnessed a surge in addressable TV homes, reaching 34 million by the end of 2023, with projections indicating further growth to 45 million by 2024, a 21% year-on-year increase.

Atique Kazi highlights the evolving media consumption patterns, with younger demographics driving the adoption of addressable

TV. The shift from traditional to on-demand content is fueled by unlimited broadband availability, allowing users to stream without constraints.

While the US boasts higher connected TV penetration, India’s market shows promising growth potential. Digital extensions are gaining traction, with India’s advertising expenditure expected to surpass the US average.

Regarding consumer preferences, Kazi notes the importance of convenience and viewing environment. While mobile phones offer flexibility on the go, larger screens at home provide an immersive viewing experience.

The decline in DTH subscriptions, as reported by TRAI, signals a shift towards free-to-air content and the need for smarter set-top boxes.

Addressable ads present opportunities for revolutionizing the advertising ecosystem, although challenges persist due to fragmented strategies and a lack of collaboration among broadcasters and distributors.

Overall, the growth of addressable TV underscores a transformative shift in India’s media landscape, poised for further expansion and innovation.