Audience and data strategy is where CTV either earns or loses its premium CPM. India CTV's natural audience filter — urban, higher-income, connected households — is a feature for the right brands. But the data infrastructure connecting impressions to individuals is still being built. Co-viewing complicates individual-level measurement. Identity graphs are fragmented across platform walled gardens. First-party data activation on CTV is nascent but growing.
This tower covers everything practitioners need to know about who watches CTV in India, how audiences are identified and targeted, co-viewing dynamics that affect every campaign metric, and how identity data connects CTV to broader cross-screen strategies.
Hubs in this tower
- Audience Profiles — Who watches CTV in India: demographics, viewing habits, and how CTV viewers differ from linear TV and mobile OTT audiences
- Co-Viewing — How shared household viewing affects reach, frequency, and ad measurement across India CTV
- Identity Data — Identity resolution, device IDs, cross-screen matching, and the role of India's phone-number identity ecosystem
- First-Party Data — How advertisers activate their own data on India CTV platforms (coming soon)