Pankaj Krishna, Founder and CEO, Chrome Data Analytics & Media shares latest insights on the scale of CTV in India. “The CTV universe will continue to grow as home internet broadband availability increases in the country. A steady fiber connectivity at home will therefore be the key to more frequent CTV consumption. We observe in our COTT panel that frequent CTV viewers (monthly active) range between 22-26 million devices, and this number has been consistently growing. For recent sporting events like IPL 2024 to date we have seen CTV now reaching more than 13 million devices, indicating the increasing adoption of CTV as a means for long-form content viewership.”
Media and entertainment landscape is evolving constantly with a visible shift towards digital platforms becoming a well-known reality.
As per a recent COTT report, the digital media revenue reached Rs 63,200 crore in fiscal year 2023-24, with OTT video platforms accounting for Rs 31,800 crore.
The current OTT viewers in India stand at 216 Mn across all active platforms like Netflix, Hotstar, Prime Video, etc., which in 2 years will grow to cross the 300 Mn mark. Chrome has published the 2023 COTT Annual Report.
Chrome OTT, a provider of data and analytics for the Indian OTT market, has released its comprehensive 2023 report. The report provides a deep dive into India's OTT landscape, analyzing subscriber base, content consumption trends, platform popularity, and revenue generation.