India's Connected TV (CTV) market is experiencing rapid growth, with over 129 million users and projected ad investments reaching ₹2,800 crore to ₹3,000 crore by FY26. Despite this expansion, marketers are facing challenges related to audience fragmentation and inefficient measurement, leading to issues like ad frequency control and audience duplication. The industry is shifting towards audience-first strategies and unified measurement to optimize ad spend and leverage CTV as a performance channel, even in Tier 2 and Tier 3 markets.
India’s CTV growth is no longer just about adding screens; the immediate issue is controlling reach, frequency, and duplication across a fragmented ecosystem. The article says the market is moving from supply-driven buying toward audience-first strategies, with unified measurement becoming central to how spend is managed. That matters because CTV is now being treated as a performance channel, not only a branding surface, including in Tier 2 and Tier 3 markets. The next signal to watch is whether measurement systems can better manage frequency across platforms as ad investment climbs toward ₹2,800 crore to ₹3,000 crore by FY26.
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