How big is India CTV advertising spend today?
India CTV advertising spend is estimated at ₹1,800–2,200 crore (approximately USD 220–270 million) in 2025–2026, representing roughly 8–10% of total digital video ad spend. This is growing at 35–45% year-on-year, faster than any other digital video format. The growth is driven by three factors: rising smart TV penetration (Samsung, LG, and TCL shipments growing 20%+ annually), JioHotstar’s consolidation of premium OTT inventory under one platform post-merger, and national brands shifting budgets from linear TV to connected TV as measurability improves. These are industry estimates from FICCI–EY, KPMG India, and GroupM India media reports — not audited figures.
Which advertiser categories are driving India CTV ad spend?
Top spending categories in India CTV: (1) BFSI (banking, financial services, insurance) — largest single category, using CTV for brand building among SEC A/B households. (2) Automotive — brand campaigns for new model launches, reaching car-buying household decision-makers. (3) FMCG — Hindustan Unilever, Procter & Gamble, and ITC shifting incremental reach budgets from linear TV to CTV as household penetration grows. (4) E-commerce — Amazon, Flipkart, and Meesho using CTV for app retargeting and sale event campaigns. (5) EdTech and OTT platforms — subscription acquisition campaigns using CTV to reach streaming-aware households. Performance-oriented categories (direct-to-consumer, quick commerce) are newer to CTV and growing from a smaller base.
What will India CTV ad spend look like by 2027?
Consensus projections from Indian media research put India CTV ad spend at ₹4,000–5,000 crore by 2027, representing a doubling from 2025 levels. Key assumptions behind this projection: smart TV household penetration reaches 60–70 million (from approximately 45–50 million today); JioHotstar maintains its dominant position and grows programmatic inventory availability; measurement infrastructure improves enough to give large TV advertisers the confidence to shift incremental budgets from linear TV. Risk to upside: DPDPA-driven audience targeting constraints reducing CTV’s differentiation from linear TV; CTV CPM inflation outpacing reach growth. Risk to downside: new SVOD launches compressing AVOD inventory availability.