Co-viewing — multiple household members watching the same CTV screen simultaneously — is the default mode of CTV consumption in India, not the exception. With average household sizes of 4 members and shared living room TVs, every device impression potentially reaches 2–4 people. This changes reach calculations, frequency management, and creative strategy in ways most campaigns in India have not yet accounted for.
Articles in this hub
- Co-viewing on CTV in India: what it means for reach, frequency, and measurement
- Co-viewing measurement challenges for CTV advertisers in India
- Frequency management in co-viewing CTV environments
- Creative strategy for co-viewing CTV audiences in India
- Household graphs and household-level CTV targeting in India
- Co-viewing measurement for CTV in India: methods and limitations
- Co-viewing multipliers for India CTV: what they are and how to use them
- Co-viewing and household targeting on India CTV: reach the room, not just the account
- Co-viewing during sports on India CTV: IPL, cricket, and group viewing
- Co-viewing in India CTV: rates by content type and how to use them in planning
- Co-viewing measurement on India CTV: how to account for multiple viewers per device