Connected TV goes mainstream in India, reaching 166 million viewers: Kantar
Media Compass report finds 59 million viewers watch content exclusively on Connected TV, making CTV an essential channel for advertisers
Commenting on the findings, Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar, said the rapid evolution of Connected TV is reshaping how brands approach audience targeting.
MUMBAI: Connected TV (CTV) has firmly entered the mainstream in India, reaching 166 million monthly viewers during the first quarter of 2026, according to the latest Kantar Media Compass report. The report highlights a significant shift in media consumption patterns, with CTV emerging as a powerful platform for advertisers seeking to engage younger, premium and geographically diverse audiences beyond the reach of traditional television.
Based on a rolling sample of more than 87,000 consumers, the quarterly report indicates that CTV viewership grew 23% year-on-year compared with Q1 2025, signalling its evolution from a complementary screen to a mainstream entertainment platform.
CTV Delivers Incremental Reach Beyond Linear TV
One of the report’s key findings is that 59 million viewers consume content exclusively through Connected TV, representing 36% of the total CTV audience. These viewers are largely beyond the reach of conventional Linear TV, offering advertisers a valuable opportunity to expand campaign reach.
According to Kantar, CTV delivers an additional 4% incremental audience reach that is not available through traditional television, particularly among metro male audiences.
Commenting on the findings, Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar, said the rapid evolution of Connected TV is reshaping how brands approach audience targeting.
He noted that Media Compass provides a cross-media view of consumer behaviour across television, digital and print, helping advertisers maximise reach, reduce duplication and improve the effectiveness of media investments.
Premium and Rural Audiences Fuel Growth
The report reveals that 60% of Connected TV viewers belong to NCCS A households, making the platform particularly attractive for premium brands and high-value consumer categories.
At the same time, CTV’s footprint is expanding rapidly beyond urban centres. Nearly one in three Connected TV users now resides in rural India, reflecting the platform’s growing penetration across diverse geographies and offering advertisers the ability to engage both affluent urban consumers and aspirational rural audiences through a single medium.
Prime Consumer Demographic
Connected TV also reaches consumers during their peak earning and spending years.
According to the report:
- 53% of viewers are men.
- 47% are women.
- 46% belong to the 25–44 years age group.
This demographic profile positions CTV as an effective advertising platform for sectors such as FMCG, consumer durables, technology, automobiles and entertainment.
Broadband Expansion to Drive Next Phase
While Connected TV adoption continues to accelerate, Kantar notes that only 46% of CTV households currently have a fixed broadband connection.
As broadband infrastructure expands across the country, the report expects Connected TV viewership and engagement to increase further, creating additional opportunities for advertisers and media planners.
