Indian marketers boost CTV spend 56% as adoption hits rural mass-market
Connected TV (CTV) in India is transitioning from experimental to a central screen, with marketers increasing spend 56% year-over-year. However, fragmented data, lack of ownership within media organizations, and limited transparency in ad inventory and content context hinder sustained growth for CTV advertising. The industry requires collaboration on standards and deeper content-level understanding to build advertiser trust and unlock CTV's full potential.
Key Takeaways
- Indian marketers increased CTV advertising spend by 56% year-over-year according to DoubleVerify data
- Over 50% of India's CTV audience now resides in towns with populations under 1 million
- Marketers demand show-level transparency, with 74% citing it as a requirement for continued investment
- Programmatic inefficiencies persist, as 34% of CTV video ads reportedly run outside of actual streaming TV content
- Lack of defined internal ownership between TV and digital teams is leading to inconsistent success metrics and fragmented buying
Why It Matters
India's shift toward a national CTV footprint requires a fundamental reorganization of media buying teams that currently isolate digital and linear budgets. As penetration reaches rural markets, the industry must transition from reach-based metrics to content-level accountability to justify premium pricing. For the technical stack, this means a shift toward deeper metadata integration and standardized verification across fragmented local OTT and global streaming platforms. Marketers will likely prioritize platforms that offer granular transparency into genre and episode context to drive performance outcomes. To maintain this 56% spend trajectory, the immediate priority is establishing a unified verification framework that mitigates the risk of ads running in non-premium, off-screen environments.
Additional Context
The expansion of India’s streaming audience is accelerating beyond urban centers due to a surge in affordable hardware and regional content. Per Comscore data from May 2026, India's CTV audience reached 96 million users, growing 34% year-over-year and surpassing major markets like Brazil and Germany. This growth is mirrored in the hardware sector; per MiQ reporting in December 2025, sales of smart TVs sized 55 inches and above grew 43% in 2024, while the availability of budget models under INR 10,000 brought nearly 46 million homes into the connected ecosystem. These entries are increasingly coming from rural segments, which accounted for approximately 49% of incremental CTV growth in late 2025 according to Kantar. This scale is driving a shift in ad spend where CTV is no longer an experimental add-on. Per WPP Media's December 2025 report, CTV ad revenue in India is projected to reach approximately $1 billion by 2026, representing 17% of total professional video ad spend. However, this financial influx has attracted significant operational risks. DoubleVerify reported in May 2026 that AI-driven CTV fraud schemes jumped 140% in Q1 2026 compared to the previous year, with data center-based fraud dominating 98% of violations in the APAC region. Advertisers are responding by shifting toward hyper-localized, vernacular strategies; roughly 57% of Indian users now prefer content in regional languages, forcing brands to invest in multi-language creatives and geo-targeted OTT inventory to maintain relevance as the market matures.
Read full article at doubleverify.com