The future is connected: 80% of traditional TV viewers want to switch in a year says Finecast Kantar

  • 1 minute read
  • India
  • 08/12/2022
Indian audience watching TV

India is set to become the third largest TV advertising market within the next two years due to a rise in digital natives and emergence of smart TVs and OTTs, as per Changing Landscape of Indian Television report 2022 by GroupM Finecast and Kantar.

Most of that growth will be fuelled by a rise in Indian customers switching to smart TVs and devices, giving rise to connected TVs (CTV), the report said. India’s smart TV shipments grew 38% year-on-year in Q3 2022, with 90% of units sold being smart TVs.