Connected TV (CTV) Advertising in India
Connected TV (CTV): The Complete Marketer's Guide Why the big screen is no longer optional in your media plan — and how to actually plan for it. India's television habits have quietly flipped. The living room hasn't changed — families still gather around the big screen every evening — but what that screen is has changed. It's increasingly a Connected TV (CTV), not a cable box. According to a joint 2026 study by WPP Media, The Trade Desk, and Ormax Media, CTV now reaches 207 million viewers across 62–65 million households in India , marking 3X growth since 2022. This isn't a metro-only or premium-only trend anymore — it's becoming mainstream. Here's what marketers, agencies, and Kerala-based brands need to know before planning their next CTV campaign. What Is CTV, and How Is It Different From OTT and Linear TV? Before diving into numbers, a quick clarification since these terms get used loosely: Linear TV — traditional cable, satellite, or DTH...