India CTV market size figures vary by source because there is no single independent measurement body that covers all platforms and device types. The most widely cited industry estimates as of 2024–25:
- Connected TV households: 40–60 million households with at least one internet-connected TV screen (smart TV, streaming stick, or console). Growth is driven by affordable smart TV prices and Jio broadband expansion.
- Monthly active CTV viewers: 80–120 million individuals — higher than the household count because of co-viewing (multiple people per screen).
- CTV advertising spend: Rs 1,500–2,500 crore annually, growing at 25–35% year-on-year. Small relative to linear TV (Rs 30,000+ crore) but growing significantly faster.
Use these figures directionally, not as hard benchmarks. JioCinema, YouTube, and Hotstar each report their own viewer numbers using different methodologies — cross-platform reach cannot be deduped from public data. When platforms report headline figures (e.g., JioCinema's IPL viewership), those numbers typically include mobile viewers alongside CTV. TV-screen-only CTV numbers are a subset of total platform audience.
The structural point: India CTV is large enough to be a serious planning consideration for any brand targeting urban, higher-income households — but the measurement infrastructure to prove reach precisely is still developing.
Full guide
For a complete explanation, read: India CTV market overview: size, growth, and what planners need to know