THE CHANGING

LANDSCAPE OF
INDIAN
TELEVISION
A Study of Addressable TV
Advertising Transformation

In partnership with
THE CHANGING LANDSCAPE OF INDIAN TELEVISION

Foreword
Since its arrival, television advertising has become one of the most popular
means of business advertising. It has a unique impact on society that is
much stronger amongst others.

The biggest positive that television currently has in advertising is the

creation of a growing number of branding opportunities for brands and
businesses of all sizes. It is also important to recall that in the future, TV
advertising will permit the viewers not only by personalising their experience
but also by getting involved with the ads.

Given the increased user involvement and the technological shift, it is certain
to expect conversion rates to go up as well. The future of TV in terms
of advertising looks bright as the emergence of new technologies like CTV
creates even more room for customisations.

CTV is a big new opportunity in the digital advertising industry and a

trending topic on which ad tech companies can seek to capitalise
on. Contemporary audiences like to engage into interactive campaigns so it
will be critical to support television as a global marketing tool as it offers
unique opportunities and derives trust in the audience.

In partnership with Kantar, GroupM Finecast has done an in-depth research

of what TV viewers consume and what are their preferred choices. The
report is going to be of a great help to the marketers and advertisers to
understand the trends of consuming TV. This would help them to create new
and effective campaigns by understanding the behaviour of their audiences.

We hope you find the outcomes as insightful and fascinating as we did.

Prasanth Kumar
CEO - South Asia, GroupM
THE CHANGING LANDSCAPE OF INDIAN TELEVISION

Introduction
Advertiser demand for TV has never
been greater. India is set to become the
3rd largest TV market globally by 2026.

In this report we have aim to uncover:

• Contributors to the Changing TV
landscape in India through usage of a wide
variety of reports including GroupM This
Year, Next Year, Consumer Eye as well as
GWI.
• In partnership with Kantar, we seek to
understand the CTV viewership habits.
Who they are? What are the differences and
similarities between linear and CTV users,
their lifestyle and behaviour, content

“
consumption and what are their perceptions
about ads on CTV? We are super excited to
• Are Connected TV and Linear TV users
lead advertisers in this
similar? With linear TV holding strong, we changing TV landscape
wanted to explore the differences in content
consumption and viewing experiences for
and to make TV advertising
both connected TV and linear TV users and more welcomed in the

”
understand how they drive decision making
and purchase behaviours.
modern marketing era

Atique Kazi
President of Data, Performance &
Digital Products, GroupM India
 Section 1

The Evolving
TV Landscape

“ Addressable TV has the ability to bring the

best of both worlds to advertisers. The AV
impact of TV and sharper targeting ability
& accountability of Digital Media.

We are already starting to see the impact

of connected TVs play out for our D2C
advertisers, who via addressable TVs are
able to get past steep entry cost barriers of
traditional TV, and customise their
messaging and targeting sharply, resulting
in increased return on investment.

Sonali Malaviya
MD, Essence India

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 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Evolving TV Landscape

TV continues to grow in India
According to GroupM’s 2023 This Year Next Year reports for the period
2022-2027, advertising spends on TV are looking positive across Global Markets
and would grow on the back of brands spending more on Connected TV.

India is poised to be the third largest TV advertising market by 2024

TYNY TV advertising spend CAGR, USD mn

11.8%

2022-2027
CAGR for TV Advertising
in India will be 11.8%
vs Global 1.1% 1.8%
1.6%
and APAC 3.7% 0.9%
0.2%

-0.8%
-1.5%
United Japan India China United Germa ny Australia
States Kingdom

Advertising spend includes Traditional TV + Digital extensions

$395mn
If convenience is driving audiences towards connected TV,
addressability is driving advertisers to connected TV. India CTV Ad Spend
by 2027

From a 12% share on

Total TV in 2022, TYNY India CTV Advertising Spends Forecast,
CTV share is estimated 450
USD mn
to reach 22% share 400 395
in 2027 globally. 350
300 286
250
200 200

47% 150
100
50
29
57
86
133

CAGR CTV Ad -
Spends 2021 2022 2023 2024 2025 2026 2027

In India
2022-2027
Source: This Year Next Year 2023, GroupM
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Evolving TV Landscape

Acceleration of Addressable TV Households

Today, there are 20-22 Million Addressable TV homes in

India. More than 10% of TV homes are today addressable.
Source: GroupM Estimates

40 Million
Addressable TV
homes in India
by 2025

Source: FICCI-EY, 2022

An Addressable TV Household is…

+ +
...and many more

Smart TVs, streaming media Broadband Multiple

devices, next gen gaming consoles, Connection OTT services
Internet enabled set-up boxes
THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Evolving TV Landscape

Drivers of growth in Addressable TV HHs

What is driving the Smart TV vs Traditional TV

growth?
India’s Smart TV shipments grew 38% YoY
in Q3 2022
• Content on OTT Apps
• Smart TV Sales
• Broadband Connection

90%

TV units sold
are smart TV

Source: Counterpoint research, 2022

Broadband Subscribers OTT users & Time Spent daily

Prior to the pandemic, the subscriber growth in Steady growth in user base, time spent. 42%
the broadband space was modest but the pace increase in OTT users expected by 2025
has picked up post pandemic
600
11%
Broadband
subscriber (Millions)
CAGR
27.25 350
300
22.75 245
17.95 18.42 19.18 180
155
105 125

2018 2019 2020 2025

OTT viewers (Mn) Time spent daily/DAU

March'18 March'19 March'20 March'21 March'22

Source – TRAI release Source – Bain & Co- Media & Entertainment Insights
 Section 2

Understanding
the TV Viewers

“ Kantar is delighted to collaborate with

Finecast to understand the evolving
consumer behaviour with regards to
content consumption. The research
uniquely compares Connected TV &
Linear TV users and helps unearths
insights that will be relevant and useful
for brand marketers as well as

”
agencies at large.

Deepender Rana
Executive Managing Director, South Asia,
Insights Division, Kantar
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THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Methodology
Finecast collaborated with Kantar to
produce a consumer study to
understand how the Indian television
market is evolving for consumers.

The study was conducted via quantitative

self-administered surveys through recruiting
respondents on online panels.
The coverage of the study included metro
and non-metros spread across four
main zones.

Coverage Respondent Profile

16 2078 59% 41%

Key cities Respondents Male Female

The main criteria for recruitment were: The main areas covered in the study were:
• Owns a TV (Smart/Otherwise) • What TV connections they own and prefer
• Watches any type of content on TV for • When they have started using CTV or
a minimum of 5hrs a week intention to use in future
• NCCS A – 79%, B – 21% • Who are they in terms of demographics,
lifestyle and behaviour
• 21-50 years old
• What kind of content do they consume
• Mix of >Joint & Nuclear families
• Perceptions about CTV
 Section 3

The Viewing
Experience

“ Addressable TV strategies can

supercharge the marketing mix by
using data driven precision to target
households. Messaging can now
be bespoke and activated in relevant
locations – providing a much better
experience for both viewers and

”
advertisers.

Amin Lakhani
CEO – South Asia, Mindshare

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THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Viewing
Experience
Mode of Access
1 in 2 customers
have a dual connection to TV content;
multiple connections aid flexibility
and choice of content

Type of Device used

Smart TV 62%
61% of
DTH 45% respondents
Internet enabled set-top boxes 44% said they have
multiple
Cable 25% connections,
Devices like Firestick, Mi-Stick 13%
within those
connections 62%
have Smart TVs.
Base – 2078

Reasons for multiple connections Main reasons for having

multiple connections are
that it offers consumers
76% 75% flexibility to watch
content on their
50% preferred connection
and for times when other
family members want to
watch different content.

Offers me flexibility to watch Sometimes family members Helps me to optimise cost

content on preferred want to watch different
connection content

Base – 1260

Q. What type of connection do you have on your TV?

Q. Why do you have multiple connections (DTH/Cable/Fire stick etc.) at home?
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Viewing
Experience 2 in 3 Households
Mode of Access prefer using Connected TV as
the primary mode to access
TV content, with Streaming as
the most preferred way of TV
consumption

Type of respondent by primary connection

Cable + DTH According to respondents,
Linear
Connected TV is the
35% preferred connection at
65%, comprising of Smart
TVs, devices such as
Firestick, Internet enabled
set top boxes vs 35%
Connected Linear (Cable + DTH).
65%

Smart TV + Firestick +
Internet enabled STB Even though they have
Base – 2078
multiple connections for
accessing TV, there is a
preference to which
Connection primary used access point they prefer
most.
Internet
enabled set- Cable
top boxes 8%
20%
In all future references for
Devices like this report, this will
Firestick, Mi-
Stick DTH
determine whether a user
3% 26% is a Connected TV or
Linear TV user.

Smart TV
42%
Base – 2078

Q. Which of these connections do you primarily use to watch TV?

 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Viewing Experience

TV Consumption
Duration of TV consumption is not dependent on mode of connection.

Hours watched in a week Average no. of hours per week

52%
48%
12.4
hours
26% 25% 26%
22% S
Connected TV
12.6
hours
5 - 10 hrs 10 - 15 hrs Mo re than 15
hrs
Connected TV users Linear TV users Linear TV

Base Overall – 2078 Base Overall – 2078

Connected users – 1359, Linear users - 719 Connected users – 1359, Linear users - 719

Co-viewing is high across genres except web-series

TV brings families together with more co-viewing and on average there are
about 4-5 people watching TV per household

Genre co-viewing preference

65%
59%
54%
52% 52%
48%
43% 46%
42%
33% 34% 34%
33% 30%
27%
24%

Documentary We bseries Original Kids shows Daily TV Sports News Mo vies

& Travel content soap / drama
shows
Base – 2078 Wa tch alone Wa tch with Family

Q. On an average, how many hours a week do you watch content on TV?

Q. Please tell us how do you prefer to watch the following content on TV?
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Viewing Experience

CTV Adoption
78% of LTV respondents intend to switch to CTV in the next year

1. Majority of CTV users have

adopted usage of CTV in the last year 1. Started using CTV

Consistent addition to CTV base over the last

2. 45% of respondents have the 2-3 years
intention of using CTV in the next 6
months. Only 6% remain undecided. In the last one Increasing share
year of Smart TV in
41% shipments is an
3. East has a relatively longer horizon indicator!
Two years ago
to adopt CTV compared to other
zones. 18%
Three years ago
21%

Mo re than three
years ago 20%

Connected TV users

2. Intention of using CTV 3. Region

Future looks promising with close to 80% of

North 23% 65% 9% 3%
Linear TV intending to switch in next 1 year

45%
East 52% 19% 26% 3%
33%

We st 49% 32% 11% 8%

15%
6%
South 47% 29% 15% 8%

In the next 6 In the next Beyond one Not decided

months one year year yet In the next 6 months In the next one year
Beyond one year Not decided yet
Linear TV users

Base CTV users – 1359, Linear users - 719 Base - Connected users – 1359, Linear users - 719

Q. Since when have you started using TV with?

Q. When do you intend to start using TV which is Smart or enabled by Firestick,
Airtel Xtreme etc,
 Section 4

The
Consumers

“ The need for reaching out to the cord

cutters & cord ‘nevers’ is becoming
important as these are hard to reach
& highly engaging audiences. CTV
today can increase brand impact to
these audiences by not only
measuring results real time but also
optimising the campaigns across

”
various KPIs.

Navin Khemka
CEO South Asia, Mediacom

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 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Consumer
Demographics

NCCS Town Class

80% 78%
65% 63%
35% 37%
20% 22%

A B Metro Non metro

Connected TV users Connected TV users
Linear TV users Linear TV users
Connected users – 1359, Linear users - 719
Connected users – 1359, Linear users - 719

Region

35% 37% 36% 29%

42%

65% 63% 64% 58% 71%

All India North South East We st

Connected TV users Linear TV users
Connected users – 1359, Linear users - 719

Among the respondents there is no significant difference in preference for

Connected TV or Linear by NCCS A&B category and metro vs non-metro.

However, there is skew in the West towards a preference

of Connected TV users, whereas the East prefers Linear TV.

Q. Your Current Residence …

Q: What is the highest education of the person who makes the biggest contribution to
the running of your household?
Q:Which of the following items do you have at home in working condition?
THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Consumer
Lifestyle Preferences
CTV users have more premium lifestyle preferences

Ownership

Smart home appliances like Amazon Echo, 70%

Google Home 56%

Surround sound system (ex soundbar, 59%

Bose speakers etc) 45%

Membership of Health and Fitness clubs 51%

like Cult, Gold Gym etc. 32%

Premium credit cards (which has annual 46%

fee of INR 20,000 & above) 39%

Memberships for holiday resorts like Club 26%

Mahindra, Taj, Marriot etc 14%

Connected TV users Linear TV users

Base
Connected users – 1359, Linear users - 719

As compared to Linear TV respondents,

Connected TV users were more likely to…

• Spend time with friends and family

• Spend time on social media
• Go out frequently

CTV HHs tend to have 1.2 • Binge watch TV over the weekends/

x household income than when free

LTV • Be brand conscious
and twice more likely own
smartphones that cost > INR
40k Q. What is the price range of the smartphone that you currently own?
Q. What is your Yearly household income before tax? Do consider
earnings from all members in household?
Q. Which of the following applies to you? I own…
Q. Select whether you agree or disagree with the following statements
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Consumer
Content Preferences
There are no major differences in the type of
content preference for CTV/LTV respondents

Device used for watching sports Genres preferred

9 in 10 respondents across both Linear and CTV 66%

61%
users preferred TV as a device for watching sports 57%
55% 55%54%
53% 51% 51%
94% 49%
TV 93%

Smartphone 63%
68%

Laptop 30%
19%

Tablet 19%
10%

Desktop 17% Romance Comedy Action Family Dra ma

11%

Connected TV users Linear TV users Connected TV users Linear TV users

Base: Those watching Sports Connected users – 988, Linear users - 518

CTV users prefer to discover new content by…

• Searching manually for content on TV or their

phones Language preferred
• Ads on social media
• Recommendations from friends/ family/ relatives In terms of preferred
languages, CTV
respondents skewed
more towards content in
Hindi and English

Base Connected users – 1359, Linear users - 719

Q. Which of the following genre’s do you prefer watching on your TV?
Q. Which of the following languages do you prefer watching content on your TV?
Q. On which of these devices do you watch sports content?
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Consumer
Perceptions of CTV Experience

Attributes of connected TV over linear TV

Flexibility in watching content at 78%

convenient time
74%

78%
More suitable for my needs
70% CTV Users perceive
Connected TV :
76% • as more suitable to their
Has more content options
69% needs
• has more content options
74%
• easier to search for
Easier to search for any content
64%
content

51%
Uninterrupted content
58%

Linear TV users
Lesser ads
46%
see Connected
58%
TV as offering
uninterrupted
Connected TV users Linear TV users
content and less
Base ads
Connected users – 1359, Linear users - 719
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

The Consumer
Perceptions of CTV Experience

Activities done while Ad is playing

42%

33%

23% 23%
19% 18%
Probability of ads
12%
12%
9% 9% on CTV being
watched is higher
than on Linear TV
Watch the ad Switch channels Surf my phone Search for the Get little
product shown in household chores
the Ad done

Base
Connected TV user

Connected users – 1359, Linear users - 719

Linear TV user
84%
TV respondents
believe TV ads have a
major impact on
Awareness about Personalised Ads & QR purchase decision
codes on CTV across Smart TV users

63%*
80%

61%
Connected TV users
think the ads shown
to them are more
personalised on TV

It has personalised Ads It has QR code Ads Majority of users of

Base : Smart TV customers– 788
CTV are aware
of Personalised Ads
and QR codes

Q. What do you usually do when an Ad is being played in the middle of watching connected TV?
Q. Which of these features of connected TV are you aware of? Please answer Yes or No.
Q. Do you think the ads shown to you are more personalised on your TV?
Q. On a scale of 1 to 5,how much do you agree with the following statement? ‘The Ads on
connected TV have a major impact on my purchase decision.
 A Brand Perspective

The Future of TV
“ Being a D2C brand, our audiences are digital natives.
Connected TV (CTV) provides an immersive and large screen
experience to our consumers.

With a range of categories, we operate in from skincare,

Shivani Behl haircare, colour cosmetics and bath & body, CTV provides a
Chief Marketing Officer
Plum Cosmetics huge opportunity to segment and target consumers over and
above vanilla demo targeting to more defined affinities like
buying behaviour, psychographic personas and so on and so
forth.

With 2023 embarking upon us, Plum has ambitious growth

plans and CTV is an important lever which we will look to

”
evaluate in our media mix.

“ IGP is one of India's largest gifting companies offering a range

of options like cakes, flowers, personalised products and much
more. We have already invested in cricket as a genre on CTV
and that has worked wonders for us. It has a direct impact on
our business.

Lots of our audiences are NRIs across the globe where CTV
penetration is relatively higher. Be it Rakhi, Diwali or even Tarun Joshi
Valentine's Day, Indians want to gift their loved ones and CTV Founder & CEO
provides the opportunity to personalise our offering to our TG. IGP.com
We will continue to explore CTV going forward in a much
stronger sense.

”
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 A Brand Perspective

The Future of TV
“ Rebel Foods operates in the cloud kitchen category. We have a
host of brands offering a variety of cuisines. We are extremely
ROI focussed where we closely monitor incremental orders
generated through our TV advertising.

Pragati Dalal With Connected TV (CTV), the challenges which linear TV

VP of Marketing
poses can be addressed. With the growth of CTV in metros,
Rebel Foods
which is our core market, CTV media is a very lucrative and
smarter choice which we will be experimenting with some of our
brands. Also, nothing like to experience drool worthy

”
delicacies on a large screen format!

“ TV drives awareness and aids in building a loyal

consumer base. Fragmenting TV audiences makes it
challenging to build reach. Addressable TV can aid in
bridging this gap using precision targeting, ability to use Riya Joseph
1P & 3P data to identify relevant audiences and real Head – Media Investment & Strategy
Britannia

”
time measurement.

“ 100% viewability, non-skip ads, ability to get incremental

reach, precise targeting, real time reporting are some of
the key factors why we use connected TV in our media

”
Mayuri Saikia mix.
Marketing Director
Dell Technologies

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 Section 5

Key
Takeaways

“ The future of TV measurement has

to be a single source of truth which
combines the data driven targeting of
connected TV and traditional
linear TV. This will ensure that clients
have a consistent view of the impact

”
of campaigns.

Ajay Gupte
CEO South Asia, Wavemaker

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 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

Key Takeaways
TV advertising is set to grow in the
1 next 5 years with India expecting to
be the 3rd largest market by 2024.

Within that time, CTV advertising is set to

grow rapidly in India with a 47% CAGR and
and it’s growth will contribute to the overall
TV landscape including linear.

2 CTV adoption has been rapidly

evolving in the last 2 years
and the future looks promising
with more linear TV users
planning to adopt CTV in the
next year.

Within the NCCS A&B respondents,

3 we established that viewers are cord
switchers with multiple connections.

However, 2 in 3 households prefer Connected TV

as the primary mode to access TV.

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 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

Key Takeaways
Among respondents, people who
prefer CTV appear to have higher
household incomes and premium
lifestyle indicators such as ownership
4 of smart devices and memberships.

They also have more premium lifestyle

preferences, are likely to go out frequently and
be brand conscious.

5 There is a perception for

Linear TV users that
CTV offers uninterrupted
content and less ads.

6 The probability of ads being watched is

higher on CTV than on linear TV.

4 out of 5 respondents believe TV ads have

major impact on purchase decisions.

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THE CHANGING LANDSCAPE OF INDIAN TELEVISION

TV Definitions
With the addressable TV advertising marketplace evolving rapidly,
it is important to establish a common set of definitions that are widely used across
the industry and that will be used throughout this report. Many of the definitions
vary by market and as such we need to clarify our understanding of these
definitions to eliminate any confusion. These definitions may be subject to change
as the industry evolves.

Linear TV Addressable TV Advertising

Linear TV refers to traditional television Addressable TV advertising is the ability to

viewing. Viewers access linear TV either show different ads to different households
free of charge (typically through over-the- while they are watching the same content.
air broadcasts) or via subscription to cable,
satellite, or IPTV services.

Smart TV Connected TV

Connected TV (CTV) is a TV connected to

A TV set with a built-in internet connection
the internet either directly or indirectly
that enables interactive features such as
streaming videos and music and browsing through: – Smart TVs – External streaming
the internet. devices such as Roku, Apple TV, Amazon
Fire TV Sticks – Internet enabled gaming
consoles such as Xbox and PlayStation –
OTT Internet enabled Blu-ray/DVD players.

“Over The Top” signifies the use of

SVOD
internet-based platforms to watch
television, bypassing traditional forms of A video service that consumers subscribe
TV viewership (Cable set-top-box satellite to for a fee and can access a catalogue of
dish, broadcast antenna). on-demand content that may or may not
contain ads.

AVOD

A video service that offers consumers

access to a catalogue of on-demand
content and contains ads.
 THE CHANGING LANDSCAPE OF INDIAN TELEVISION

Contributors

Rajiv Rajagopal Hulan Ganbold Alexandra Lowes

Head of Client Development APAC Insights Manager VP, Client Engagement & Growth
Finecast Finecast APAC
Finecast

Sachin Singh Amit Kumar Pandey Punit Mittal

Senior Product Manager Head of Supply & Platform VP Client Services
Finecast Partnerships Kantar
GroupM

Jacqueline Goh Jonathan Koh

APAC Marketing Director APAC Marketing Specialist
GroupM Finecast
About Finecast
Finecast is a leading addressable TV company which enables advertisers to
personalise ads across on-demand, linear and live streaming TV environments.
Finecast gives advertisers the ability to deliver relevant ads to audiences
watching TV content across multiple broadcasters, connected devices, set top
boxes, over-the-top providers and game consoles – all through a single point of
access.

About GroupM
GroupM India is a data-centric, digitally charged marketing services
conglomerate. With our six agencies including Wavemaker, MediaCom,
Mindshare, m/SIX, Motivator, Essence, and specialty services, GroupM India
gives clients the advantage of global operation and learnings, along with local
expertise and market insight. With our investment in data, technology, and
diverse talent, GroupM India aims to shape the future and transform challenges
into opportunities for our clients.

About Kantar
Kantar is the world’s leading
marketing data and analytics
company. We have a complete,
unique and rounded understanding
of how people think, feel and act;
globally and locally in over 90
markets. By combining the deep
expertise of our people, our data
resources and benchmarks and our
innovative analytics and
technology, we help our clients
understand people and inspire
growth.

For queries, please write to us at

[email protected]
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