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1、1The ChangingLandscape of Indian TelevisionA STUDY ON ADVANCINGTV TRANSFORMATION2024(2nd Edition)2Introduction04Section 01The evolving Indian TV landscape09Contributors3810 Key takeaways30THE CHANGINGLANDSCAPE OFINDIAN TELEVISIONSection 02 The Connected TV opportunity22Foreword03Defining TV:Terminol

2、ogy and definitions07Section 03 Understanding the Addressable TV viewer233Foreword Advances in technology continue to transform our daily lives-bringing innovations and new solutions while displacing conventional devices.This has created a sort of natural selection that ensures that only the institu

3、tions that perpetually adapt and leverage technology to enhance consumer experience survive and thrive.One such remarkable example is that of TV in India which is seamlessly evolving from terrestrial to satellite cable to OTT and now Connected TV(CTV).Inherently,the consumer wants to experiment.The

4、need for new experiences packed with a variety of choices in content has led to the swift adoption of digital services.No doubt TV continues to be a mainstay in the typical Indian household where it serves as the adhesive that brings the family together.The added digital capabilities in TV have enab

5、led brands to interact with the right consumers at the right time,in a much more meaningful and measurable manner.Improved internet accessibility,combined with a diverse content spectrum on Connected TV(CTV),and the proliferation of regional language content,have not only captivated urban audiences

6、but also resonated deeply in rural areas.While mid-to-high-income households currently dominate the addressable TV audience,discernible trends in TV sales point towards Smart TVs emerging as the default choice with imminent and widespread adoption.In a post-cookies era,advertiser demand for TV will

7、continue to grow as marketers discover the tremendous potential of Connected TVs superior targeting and measurement capabilities unlocking the true power of consent-based consumer data.Overall,increased convenience,engagement and personalisation are increasing responsiveness and receptivity in audie

8、nces which is a crucial asset in the current attention economy.This,in turn,is fuelling demand for further content production.GroupM has executed in-depth research into this space marked with immense,untapped potential.This report serves as a guidebook for advertisers and broadcasters alike for ever

9、ything and anything CTV,shedding light on the disposition and shifting preferences ofthe modern Indian addressable TV viewer.The addressable TV advertising marketplace is evolving rapidly,and we need to establish a common set of definitions to eliminate any confusion.We at GroupM intend to continue

10、unlocking the power of TV advertising through our Advanced TV solutions.We hope you find the outcomes as insightful and fascinating as we did.Prasanth KumarCEO-GroupM South Asia34IntroductionINDIA IS ONE OF THE WORLDS MOST IMPORTANT TV MARKETS WITH THE SECOND LARGEST NUMBER OF TV HOUSEHOLDS AFTER CH

11、INA.IN THIS REPORT:The evolvingTraditional TV andOTT landscape in IndiaTheConnectedTV opportunity Understandingthe AddressableTV audience We integrate recent data from Ampere Market Operators and GroupMs This Year,Next Year to provide a comprehensive overview of the size and trajectory of IndiasTV m

12、arket.We analyse the newest opportunities for TV advertisers throughSmart TVs and otherconnected devices.We explore how advertisers may use Addressable TV services to reach valuable audiences that are difficult to reach on other platforms.We also examine the viewership of different TV services in In

13、dia.This second edition of The Changing Landscape of India Television report features new data and insights from research firm Ampere Analysis and GroupM Nexus,delivering deep insights into how to make the most of the CTV opportunity.5KEY QUESTIONS COVERED IN THIS REPORT What are the statuses of the

14、 traditional TV and OTT markets in India?What is the Connected TV ecosystem and how does it align withAddressable TV?How are consumers adoptingConnected TV and Addressable TVservices?Who are these consumers?How should media buyers think about Connected and Addressable TV?How are Connected TV devices

15、 extending the reach of advertising to the living room?THIS REPORT AIMS TO EXPLORE TWO KEY ASPECTS:“Atique KaziPresident-Data,Performance and Digital ProductsGroupM IndiaOver the next five years,TV advertising in India isanticipated to experience a 10%CAGR growth.Duringthis period,the growth of Conn

16、ected TV advertising isexpected to surge significantly in India,boasting a 31%CAGR.This expansion will play a pivotal role in shaping the overall television landscape,encompassing both linear and digital platforms.Acknowledging the significance ofengaging with cord-cutters and cord-nevers,who aredif

17、ficult to reach,yet highly involved audiences,hasbecome imperative.Analysing the factors contributing to the transformations in the TV landscape,identifying growth drivers,and examining key societal factors influencing this evolution.Providing an in-depth understanding of Addressable TV viewers and

18、changing consumerpreferences that are shaping the TV landscape.6The primary research leveraged in this report was completed in November 2023 and comprises a survey of more than 4,000 online respondents in India with high social media engagement recruited via Facebook and Instagram.Amperes syndicated

19、 research used in this report provides a detailed view of Indias cable,satellite,SVoD,and telecoms operators businesses and content spending.Data used in this report includes proprietary data from GroupM Nexus Advanced TV,including forecast advertising revenues and network supply data onvideo consum

20、ption.Completion:November 2023Coverage:Representative sample of Indias internet connected households,particularly those who are most engaged with online activities and devicesPanel size:Sample of 4044 respondents recruited via social media(Instagram and Facebook)Controls:Hard quotas for age&gender;s

21、oft quotas for region Overview of survey sample by various demographicsTHE METHODOLOGYSurvey length:Approximately 10 minutes to complete with up to 30-35 questions,key topics:Demographics(i.e.,age,gender,household income,region)Lifestyle&behaviours(e.g.,travel&shopping frequency)Devices and apps use

22、d for TV viewingTV habits,preferences and viewing scenarios(e.g.,co-viewing)Languages:English or Hindi(user preference)Northern16%Central19%Eastern19%North Eastern5%Western15%Southern27%Metro40%Non-metro60%18-2422%25-3425%35-4422%45-5417%55-6412%Male52%Female48%Metro typeRegionAgeGenderMale52%Female

23、48%18-2422%25-3425%35-4422%45-5417%55-6412%Northern16%Central19%Eastern19%North Eastern5%Western15%Southern27%Metro40%Non-metro60%7BUSINESS MODELS FOR TV SERVICES AS DEFINED FOR THIS REPORT:Free TV Services refers to channels that canbe accessed on a free platform without anysubscription,i.e.no mont

24、hly charges areincurred.e.g.Goldmines,Enterr10,B4U,DDPay TV Services are paid-for Traditional TVservices(cable,satellite,IPTV,terrestrial)for which consumers pay a monthly or annual charge,such as Dish TV and Tata Play.Subscription Video on Demand(SVoD)are online TV servicesfor which consumers pay a

25、 monthly or annual charge to view content without ads,such as Netflix and Amazon Prime Video.Advertising-supported Video on Demand(AVoD)and free ad-supported streamingtelevision(FAST)include free online TV services,such as MX Player,Airtel TV,and JioCinema.Hybrid subscription/ad-funded products are

26、online TV services for which consumers pay a lower monthly or annual charge due to the presence of adverts on the service,such asDisney+Hotstar,Zee5,and SonyLIVs ad-supported plans.Defining TV:Terminology and DefinitionsYouTube includes user-generated content and is considered a separate category to

27、 other AVoD service.78CONNECTED TV DESCRIBES LARGE-SCREENDEVICES CONNECTED TO THE INTERNET EITHERDIRECTLY AS A SMART TV OR INDIRECTLY THROUGH:External streaming devices such as Roku,Apple TV,Amazon Fire TV Sticks.Internet-enabled gaming consoles such as Xboxand PlayStation.Internet-enabled set top b

28、oxes(STBs)or Blu-ray/DVD players.For the purposes of this report,consumers and/or households that own any of the above devices are within the Connected TV ecosystem.OTT(OVER-THE-TOP)SERVICESInclude TV services that are accessible by viewers directly through an internet connection.These include SVoDs

29、,AVoDs and FAST,hybrid subscription/ad-funded products,Connected TV-based streaming platforms,and other applications such as YouTube.ADDRESSABLE TVCovers the TV services capable of simultaneously serving different advertising to distinct sub-groups within an audience base,allowing advertisers to tar

30、get specific audiences.TV services considered addressable throughout this report include:Linear Addressable TV products do exist among a small selection of Pay TV operators in mature TV markets but is currently expected to be minimal in India.AVoD andFAST services Connected TV-based streaming platfo

31、rms Hybrid subscription/ad-funded products Connected TVs remain capable of delivering traditional TV services(i.e.,Free TV and Pay TV),while also allowing the reception ofover-the-top(OTT)TV services,ad-supported or otherwise.D E F I N I N G T V -T E R M I N O L O G Y A N D D E F I N I T I O N S89Se

32、ction 01The evolvingIndian TV landscapeTHE SIZE AND TRAJECTORY OF INDIAS TV MARKET AND THE ROLE OF CONNECTED TV.4642524133291.1%1.1%0.5%1.5%0.7%0.0%-0.2%0.6%1.4%0.4%-0.8%-0.3%0.2%0.7%1.2%1.7%-5 05 01 5 02 5 03 5 04 5 05 5 06 5 07 5 0ChinaIndiaUSABrazilIndonesiaRussiaJapanGermanyMexicoFran

33、ceCAGR(2020-2023)India is one of the worlds mostimportant TV markets with thesecond largest number of TVhouseholds after China.1Source:BARC(TV households in India),Ampere Analysis Market Operators(all other markets,and growth estimates),2020-2023 Size and growth of the top2020Size and growth of the

34、top 10 largest TV markets,2020 20232020CAGR(2020-2023)Size and growth of the top 10 largest TV markets2020-2023(no.of households in Million)210MnIndias TV regulator BARC estimated that India had households in 2020The growth in TVhouseholds in India islargely attributable to increased subscriptions t

35、oFree TV servicesAmpere reported that total TV households in India hasgrown by 1.1%CAGR over2020-2023 to217MnTV households91059%S E C T I O N 1 -T H E E V O L V I N G I N D I A N T V L A N D S C A P E2Although new,the addressable advertising market via Connected TV has shown huge potential in India.

36、GroupM Nexus reported 9.8%of the total TV advertising revenue in 2023 went towards Addressable TV services,representing INR 45Bn in ad revenue.As Connected TVs and ad-supported services become increasingly common,Addressable TV revenue will continue to grow.GroupM Nexus expects that by 2026,16%of TV

37、 ad spend will be devoted to Addressable TV products and services on Connected TVs.Improved internet connectivity powers OTT growth3Growth in adoption of using OTT services is in part driven by improved availability of reliable internet connections throughout India.52%of Indian households are connec

38、ted and now have internet accessup from 36%in 2020 This is projected to reach by 2026Most households are connected via mobile broadband,making mobile connectivity instrumental for video streaming to reach Indias 800Mn potential viewers.India broadband subscriptions(Mn)by type,2020-2026Sources:TRAI(f

39、ixed-line broadband historicals),ITU(mobile broadband and internet penetration historicals),Ampere Analysis-Market Operators(forecast estimates of mobile and fixed-line broadband),2020-2026 2238507258232026Fixed-line broadbandMobile broadbandSource:Feb 2024 update to GroupM TYNY Dec 2023T

40、V digital extensions revenueTotal TV advertisingTotal TV advertising%TV digital extensions/TV advertising revenueIndia TV advertisingrevenue mixIndia TV advertising revenue mix(INR Bn)86174%10%16%-1 0%-5%0%5%1 0%1 5%2 0%202020232026(f)9.8%11“India is now the third largest SVoD market by s

41、ubscription 4SVoD services have grown rapidly in India and assuming for households with multiple SVoDs reach 88.3Mn households according to Ampere Market Operators forecast.Approximate 2 subscriptions/households Source:Ampere Analysis Markets Operators(historical values compiled from respective comp

42、anies investors reports and press releases over 2019-2023),439167181S E C T I O N 1 -T H E E V O L V I N G I N D I A N T V L A N D S C A P ELocal SVoDsGlobal SVoDsIndia SVoD subscriptions,by local and globalSVoDs(Mn)202020232026Ajay DangPresident,Head of MarketingUltraTech

43、Cement-Aditya Birla GroupA marketers perspectiveLETS HEAR FROM OUR CLIENTSTo rephrase Mark Twains famous quote the reportson the demise of TV are vastly exaggerated.TV hasreinvented itself in various avatars.From linear toconnected,TVs big screen,lean back,immersiveexperience will have few parallels

44、-both for the viewerand the advertiser.It remains unique in both garnering higher attention at scale and building brand fame.Figure comes from Amperes modelled estimates from our syndicated research regarding the number of SVoD subscriptions per household,which comes out at an average of 1.9.This is

45、 based on Amperes syndicated bi-annual consumer surveys,weighted against the local population and demographics,and benchmarked against other countries 12INDIAS OTT MARKET IS INTEGRATING AN INCREASING NUMBER OF AD-SUPPORTED SERVICESBefore2018Ad-supported streaming tiers available from all local SVoDs

46、ervices.20192020Addressable advertising on large-screen Connected TVs began to take off.20212022Netflix announced plans to launch ad-supported tier globally.2023Source:Ampere Analysis,2023 Jio and Airtel launched free ad-supported streamingservices.2018Freemium with ads became normal on regional ser

47、vices such as Zee5 and SunNXT.Disney+Hotstar,Amazon and Samsung launch hybrid ad-funded products,AVoD and FAST channels.IPL and ICC were streamed for free;ICC final achieved 59Mn viewership.In most Western markets,SVoD services such as Netflix and Disney+have led the transition from ad-free SVoD to

48、hybrid and ad-supported content.However,in India,most VoD services started with multiple tiers,including a free ad-funded tier,a hybrid ad-supported tier,and an ad-free subscription tier.65%of Indian internet users watchad-supportedvideo content.486MnWhich suggests an audience base of According to A

49、mperes proprietary consumer survey,The vast majority of VoD consumers use the free ad-supported tier.viewers.S E C T I O N 1 -T H E E V O L V I N G I N D I A N T V L A N D S C A P EAmperes estimate of internet penetration is 52%of Indias population of 1.4bnSource:Ampere Analysis-Market Operators 202

50、313OVERVIEW OF CONNECTED TV PLATFORMS AND ADDRESSABLE ADVERTISING OPPORTUNITIESS E C T I O N 1 -T H E E V O L V I N G I N D I A N T V L A N D S C A P EGlobally Addressable TV already makes up about one-sixth of TV and video budgets for video advertising and its growing faster than the overall indust

51、ry.Addressable TV offers media buyers the opportunity to target and reach specific audiences across a range of platforms and technologies.It is compatible with TV services that can simultaneously serve different advertising to distinct sub-groups within an audience base.In India,this includes stream

52、ing services that carry advertising,such as AVoD,FAST,and hybrid SVoD services.Addressable TV activated through the Connected TV ecosystem enables sophisticated,audience-based advertising campaigns to reach the living room.Source:Unlocking the Potential of Addressable TV,published by GroupM Nexus Ad

53、vanced TV in 2023“Ramesh KalyanaramanExecutive DirectorKalyan JewellersA marketers perspectiveLETS HEAR FROM OUR CLIENTSThe evolving landscape of video content consumption is marked by a significant shift,with Connected TV(CTV)playing a pivotal role.As it is anticipated to emerge as a leading force

54、inhousehold entertainment in the near future,we at Kalyan Jewellers have started to actively explore the possibilitiesof CTV.Consumer TV devicesConsumer devicesMobile tabletRegularTVPC/laptopLinear(Free TV&Pay TV)SVoD(without adverts)Addressable advertising opportunityConnected TV ecosystemAddressab

55、le TVHybrid SVoDAVoD/FASTSmart TVConsoleStreaming stickSet top box+1445MnConnected TV households are growing rapidly in India,expanding the reach of Addressable TV services 5S E C T I O N 1 -T H E E V O L V I N G I N D I A N T V L A N D S C A P ESource:Counterpoint Research,2023Q3 2022Q1 2023Q3 2023

56、connected TV devices,2022Connected TVs expected to reach more thanhouseholds by the end of 202491%of all TV shipments in India in the first half of 2023 were Smart TVs,driven by leading OEMsINDIAS GROWTH INCONNECTED TV REACH(2022-2023)Source:GroupM Nexus Advanced TV(excludes impressions delivered vi

57、a YouTube and on cricket competitions),2023CONNECTED TV HOUSEHOLDS WILL CONTINUE TO GROW AS SMART TVS AND OTHER INTERNET-CONNECTED DEVICES BECOME MORE WIDELY AVAILABLE.+117%117%growth in the number of unique Connected TV devices from 2022 to 2023 SAMSUNGXIAOMIONE PLUSLGTCLConnected TV reached 35M ho

58、useholds at the end 2023Unique no.ofConnected TV devices15S E C T I O N 1 -T H E E V O L V I N G I N D I A N T V L A N D S C A P ENov 2022-Jan2023Feb-Apr 2023May-July 2023Aug-Oct 2023No.of impressions per monthSource:GroupM Nexus Advanced TV(excludes impressions delivered via YouTube and on cricket

59、competitions),2023 Indias growth inConnected TV impressions(2022-2023)X4.9Rise in engagement on Connected TV6Impression delivery of addressable advertising on Connected TV has also grown.GroupM Nexus served nearly 5 times more ad impressions through its Advanced TV Solution in Aug-Oct 2023 compared

60、to the same time period in 2022.Top 10 largest CTV regions,by growth of no.of impressions*Growth rate calculated between three month periods ending,Oct.2023 and Dec.2023Sources:GroupM Nexus Advanced TV(excludes impressions delivered via YouTube and on cricket competitions),2023Growth rate*RegionRank

61、x7.5 Karnataka1x6.2 Delhi2x5.9 Haryana3x5.8 Maharashtra4x5.7 Uttar Pradesh5x5.6 Jharkhand6x5.6 Uttarakhand7x5.0 Chhattisgarh8x4.7 Bihar9x4.4 Madhya Pradesh1016Section 02The ConnectedTV opportunityCONNECTED TV IS OPENING OPPORTUNITIES FOR OTT SERVICES AND ADDRESSABLE TV IN THE LIVING ROOM.“Anjali Kri

62、shnanHead of MediaMondelezA marketers perspectiveLETS HEAR FROM OUR CLIENTSThe inclusion of Connected TV in our media blend isbecoming increasingly pivotal,enabling targetedcampaign activation in specific locales.This mitigates the issue of view/impression spillage,employing extendedvideo ads for ro

63、bust brand recall.Understanding the evolving landscape of television iscrucial,and aligning our marketing strategy with theadvancements in technology is imperative for Mondelez.As we cater to a growing audience of cord-cutters whoare elusive yet highly involved audiences,Connected TV presents the op

64、portunity for us to do so.CTV programmatic offers key benefits like frequency and reach optimisation,contributing significantly to achieving our marketing objectives.The preference for on-demand content among consumers,particularly when they miss a live telecast of a show,movie,or sports match,posit

65、ions Connected TV as an indispensable component of our marketing plans to engage with such audiences and households.17Mode of accessSmart TVs have rapidly become the default 1Connected TV opens new opportunities to reach and target the TV viewing audience.47%of respondentsown a Smart TVTime since bu

66、yinga Smart TV(%respondents thatown a Smart TV)20%21%38%21%More than5 years3-5 years1-3 yearsWithin the last year51%47%33%27%22%21%16%15%10%Connected STBOTT Box or stickHousehold device ownership%respondentsHousehold device ownershipExternal devices extend the Connected TV market beyond that of Smar

67、t TVs alone,raising the total connected audience to 55%of respondents.However its important to note that Connected TV ownership may not necessarily expose consumers to addressable advertising(some individuals may watch only Traditional TV services on their Smart TV).S E C T I O N 2 -T H E C O N N E

68、C T E D T V O P P O R T U N I T YLaptopSmartTVConnectedSTBRegular TVTabletDesktopcomputerOTT Box or stickSurround soundVoice-control47%8%Smart TVIndirect smart TV*55%Of respondentshouseholds own a Connected TVConnected TV device ownershipSmart TVIndirect smart TV*An indirect smart TV comprises a reg

69、ular TV connected via an external internet connected streaming device(i.e.,OTT sticks such as an Amazon Fire TV Stick or connected STBs)Source:Online consumer survey of 4,044 respondents,2023Source:Online consumer survey of 4,044 respondents,20231814%9%18%59%Within 6months6 months-1 yearMore than 1

70、yearNo plansFuture plans to buy a Smart TV(%respondents that dont own a Smart TV)Most Smart TVs are connected via fixed-line broadband,but nearly one-sixth of Smart TV owners connect through a mobile broadband connection or hotspot.Should this trend continue,the Connected TV ecosystem will grow beyo

71、nd households covered by Indias fixed networks.S E C T I O N 2 -T H E C O N N E C T E D T V O P P O R T U N I T YSmart TV ownership will continue to grow223%said theydbuy a Smart TV within the next yearOf the 53%who do not own a Smart TV,23%said theyd buy a Smart TV within the next year.“Vijay KaulG

72、eneral ManagerMarketing StrategyIndia Yamaha Motor Pvt LTDA marketers perspectiveLETS HEAR FROM OUR CLIENTSIn 2023,India witnessed a remarkable surge in Connected TV(CTV)adoption,with 25-30 million householdsembracing this transformative trend.The shift in TVviewership,marked by fragmentation,positi

73、ons CTV as a pivotal platform for advertisers,providing unprecedented targeting capabilities tied to demographics,interests,and behaviors.The continuous rise of Connected TV households,propelled by increased sales of connected devices,therollout of 5G,and the OTT revolution,is poised to be along-ter

74、m trend.Source:Online consumer survey of 4,044 respondents,20231939%65%47%15%47%SmartphoneSmart TVA regular TVDesktop/LaptopcomputerOTT BoxMain device used to watch TV content(%device owners)Household device ownershipFrom the survey conducted,47%of households possess a Smart TV,and among these,65%re

75、ly on Smart TVs as their primary device for television viewing.In contrast,only 27%of households own a regular TV,and 47%of them favor using these sets for watching TV content.Consequently,more than half of survey participants with a regular TV predominantly opt for alternative devices,such as smart

76、phones,desktops or laptops,and OTT boxes,for their TV viewing experience.Devices with higher levels of engagement are an effective way of reaching consumers.Advertising delivered via Connected TV is much more likely to be seen by consumers than those they engage with less often.Connected TV devices-

77、particularly Smart TVs-are the preferred device or TV viewing among those thatown them.3S E C T I O N 2 -T H E C O N N E C T E D T V O P P O R T U N I T Y“Shuchita WadhwaHead of MarketingmakeOA marketers perspectiveLETS HEAR FROM OUR CLIENTSWorking with GroupM Nexus Advanced TV Solution hasenabled m

78、akeO toothsi to effectively reach our audience at scale more efficiently than ever before to produce someexcellent results.Source:Online consumer survey of 4,044 respondents,20232066%32%24%15%12%9%1%60%25%21%14%10%7%1%Addressable TVNon-addressableHousematesOthersoutside homeYoungchildrenOlderchildre

79、nAdultrelativesWithpartnerCo-viewershipSource:Online consumer survey of 4,044 respondents,2023S E C T I O N 2 -T H E C O N N E C T E D T V O P P O R T U N I T YCo-viewership and commonco-viewing scenarios,by audience typeCo-viewing among Addressable TV audiences is now comparable to that on non-addr

80、essable audiences.Co-viewing in India was reported in 2022 to involve 3-4 individuals.This means that as Connected TV service allows Addressable TV to move from mobile to the living room,it also significantly expands the audience.Co-viewing extends Addressable TVaudiences into the living room1viewer

81、ship and common co viewing scenarios,by audience type Addressable TVNon-addressableCo-viewingCo-viewing occurs anytime someone is watching TV on the same device with another person.“Taranjeet KaurVice President-Media,Digital Marketing&Brand PRTata Consumer Private LimitedA marketers perspectiveLETS

82、HEAR FROM OUR CLIENTSCTV is no doubt the fastest growing video medium.Its a great way to reach the cord-cutters and light TV viewers.With increasing penetration of Smart TV,the numbers are only going to increase.It will be interesting to see how this medium can bring in personalisation with the help

83、 ofaudience/universal IDs to bring sharper targeting and measurement to marketers.21S E C T I O N 2 -T H E C O N N E C T E D T V O P P O R T U N I T YCo-viewing preferences2While certain genres such as comedy,crime and thriller are popular when respondents are watching TV alone,below were the top 5

84、genres identified as most popular when co-viewing.With other adultsWith kidsAloneGenre preferences among the Addressable TV audienceCo-viewing scenarios(%genre viewers)55%23%44%56%19%46%59%15%42%45%55%56%NewsAction&AdventureSportWith other adultsWith kidsAlone40%25%61%51%10%54%55%23%44%56%19%46%59%1

85、5%42%45%20%54%51%6%54%60%11%44%56%46%26%39%44%Children&FamilyDrama“Rohit NagpalMarketing HeadMYK LaticreteA marketers perspectiveLETS HEAR FROM OUR CLIENTSConnected TV has seen unprecedented growth andadoption post COVID especially with cheap data,high speed internet and affordable Smart TV sets.Our

86、 objective at MYK Laticrete as market leader in thiscategory is to increase penetration of Tile Adhesivesby driving awareness.With MS Dhoni as our brandambassador,cricket on CTV is a key part of our marketing strategy.Connected TV comes along with the targeting capabilities of digital on large scree

87、n for family viewing.Best of both the worlds,CTV has given us higher visibility for the brand amongst affluent audiences.Source:Online consumer survey of 4,044 respondents,202322Sport viewership3Sports fans are more likely than average to have watched Disney+Hotstar,Sony Liv,and Jio Cinema.All three

88、 platforms hold significant sports rights in the market.JioCinema recently picked up the rights to one of Indias most popular sports leagues,the IPL.The platform has made the league available to those using its ad-funded tier,prompting Disney+Hotstar to do the same with some of its own rights,notabl

89、y the ICC.Popular sporting events may bolster the audience of an OTT service,but making the events available on free or low-cost Addressable TV services significantly expands the audience reach and creates opportunities for advertisers.Sports fans are a valuable audience group to advertisers,as they

90、 are actively engaged with the events they watch and typically have higher incomes.Among our survey,respondents that enjoyed sports reported 13%higher household income than others.64%37%30%55%30%25%Disney+HotstarJioCinemaSony LivSport fansAverage44%of respondents enjoy watching sportsViewing of onli

91、ne videoservices with sports rights(%device owners)“Mayuri SaikiaDirector Marketing,India CSB(Consumer&Small Business)and RetailDell TechnologiesA marketers perspectiveLETS HEAR FROM OUR CLIENTSWe are delighted with our partnership with GroupMNexus Advanced TV Solution.In this extremely crowdedand c

92、ompetitive digital industry,this has allowed us to effectively reach out to both consumer and small business audiences,with some good results.Through GroupMNexuss cutting-edge TV solutions,we are activelyattempting to create more precisely targetedaudiences on CTV.S E C T I O N 2 -T H E C O N N E C

93、T E D T V O P P O R T U N I T YSource:Online consumer survey of 4,044 respondents of which 1781 are sport fans,2023 23Pay TV remains the mostcommon means of TV access1While the overall TV market is in transition,Pay TV remains the most common way for respondents to the Ampere survey to watch TV.Near

94、ly3/4of respondents say they have watched one or more Pay TV services within the last month68%of respondents using that option within the last monthPay TV is closely followed by Free TV,withViewing habits“Varun A RAVP,MarketingLivSpaceA marketers perspectiveLETS HEAR FROM OUR CLIENTSConnected TV as

95、a medium gives us curated single pointaccess to premium audiences,whom LivSpace targets.GroupM Nexus Advanced TV Solution,therefore is a critical part of our media mix as it also allows us to activate cam-paigns hyper locally,limiting spillage of viewership,ensur-ing sharper,superior quality audienc

96、e targeting.This alsoensures better value for money.Section 03Understandingthe Addressable TV viewerADVERTISERS CAN USE ADDRESSABLE TV SERVICES TO REACH AUDIENCES THAT ARE DIFFICULT TO REACH THROUGH OTHER PLATFORMS.24Addressable TV has grown rapidly and its reach is now comparable with Pay TV and Fr

97、ee TV.264%of respondents reported watching aTV service with addressablecapabilities in the past monthversus other OTT services.Viewership by service typewithin the past month73%68%64%59%Pay TVFree TVAddressable TV*SVoDpast month%respondentsS E C T I O N 3 -U N D E R S T A N D I N G T H E A D D R E S

98、 S A B L E T V V I E W E RSource:Online consumer survey of 4,044 respondents,2023 *Viewership by service type is classified by respondents that reported watching particularly services within the past month.For example,those that watched and Star/Disney channels are classified as a Free TV viewer and

99、 those with Amazon Prime an SVoD viewer.Addressable TV viewers are distinguished from SVoD viewers for AVoD/FAST services or where they reported seeing ads on their OTT service(e.g.for Disney+Hotstar which has hybrid subscription tiers).Tata Play(18%)Reliance Jio(12%)Bharti Airtel(10%)Star/Disney ch

100、annels(27%)Sony channels(25%)Zee channels(19%)Disney+Hotstars-with adverts(40%)Jio Cinema(25%)Sony Liv-with adverts(16%)Amazon Prime(44%)Netflix(41%)Disney+Hotstar-without adverts(15%)Top 3 services“Saurabh JainRegional Marketing DirectorSouth AsiaReckitt HygenieA marketers perspectiveLETS HEAR FROM

101、 OUR CLIENTSConnected TV adoption has surged,reshaping themedia landscape for consumers and advertisers.This trend is poised to further democratise due to macro trends.The rise of SMART TVs,propelled by affordable,high-qualityinternet,is a key driver.For advertisers,CTV offers a very credible supple

102、mentary use case to Linear TV as it offersaccess to younger,affluent audiences that are hard to reach via Linear TV alone.At the same time given therichness in digital signals it allows for data-driven planning,precise targeting,real-time activation,and advancedmeasurement for any ad campaigns.Posit

103、ioned between Linear TV and digital options,CTV holds a unique andvaluable role in the evolving media ecosystem.Pay TV ServicesFree TV ChannelsAddressable TVSVoD2567%67%66%64%64%63%67%64%Market average,64%NorthernWesternNorthEasternEasternCentralSouthernMetroNon-metro%respondents in regionRegionMetr

104、o typeS E C T I O N 3 -U N D E R S T A N D I N G T H E A D D R E S S A B L E T V V I E W E RMarket average of viewership of Addressable TV services is 64%3Viewership of Addressable TV remains consistently high across diverse geographies and metropolitan areas,underscoring its effectiveness as a powe

105、rful tool for marketers both having nationwide campaigns or those focused on specific regions.Viewershipof Addressable TV by region and metro type“Archana AggarwalVP of MediaAirtelA marketers perspectiveLETS HEAR FROM OUR CLIENTSCTV has enabled Airtel to reach the cord-cutters andshavers very effect

106、ively.We continue to experiment with different formats and platforms to find the right mix toimprove our reach.Source:Online consumer survey of 4044 respondents,202326When combined with YouTube advertising,up to 90%of respondents may be reached and targeted via Addressable TV including any overlap(i

107、e.,streaming OTT&FAST channels on TV using internet).of respondents that can be reached by Addressable TV and YouTube advertising27%of respondents that cant be reached via Free TV services can be reached through Addressable TV with Youtube 24%of respondents may be reached and targeted via Addressabl

108、e TV with YouTube that dont watch Pay TV services Addressable TV+YouTube(total 90%)Free TV(total 68%)Pay TV(total 73%)27%24%S E C T I O N 3 -U N D E R S T A N D I N G T H E A D D R E S S A B L E T V V I E W E RDriving incremental reachwith Addressable TV andYouTube Advertising4Addressable TV and You

109、Tube combined add valuable reach for marketersSource:Online consumer survey of 4044 respondents,202326%respondentswho watched YouTube only64%respondents who watched Addressable TV90%2711%of respondents are cord-cutters and no longer use any Pay TV or Free TV services 566%of current Pay TV customers

110、watch Addressable TV54%of cord-cutters watch services that provide addressable advertisingThis rate of cord-cutting may present a problem for advertisers,as consumers become unreachable by traditional advertising channels.This group are also more likely to invest in ad-free SVoD services than those

111、still taking Pay TV.However,54%of cord-cutters continue to watch Addressable TV services,providing advertisers with access to this increasingly hard to reach cohort.S E C T I O N 3 -U N D E R S T A N D I N G T H E A D D R E S S A B L E T V V I E W E R“Sriram PadmanabhanMarketing DirectorDanoneA mark

112、eters perspectiveLETS HEAR FROM OUR CLIENTSConnected TV is becoming an important part of our mixas it gives an ability to reach the cord-cutters&Neversin specific locations who are difficult to reach throughtraditional media.281The reported household incomes of Addressable TV audiences are 1.09x tha

113、t of households that watch Free TV services.Addressable audiences are also more active spenders for shopping and leisure items.22%23%35%54%53%32%36%47%65%66%Bought electronicsBeen to the cinemaBought personal careBeen to a restaurantBought new clothes%respondentsAddressable TVNon-addressableAddressa

114、ble TV audiences are more likely to shop online than non-addressable viewers233%27%36%34%31%39%Addressable TVNon-addressableMostly onlineAbout evenMostly in storesActivities done in the past month,by audience segment Shopping behaviour,by audience segmentAddressable TV audiences have higher househol

115、d incomesAddressable TV audience profile69%72%74%58%67%56%62%31%ABCDEsocial grade%respondents Free TVPay TVAddressable TVSVoDViewership of various TV series types,by NCCS social grade Addressable TV sees higher viewership among A&Bsocial grades3S E C T I O N 3 -U N D E R S T A N D I N G T H E A D D

116、R E S S A B L E T V V I E W E RSource:Online consumer survey of 4044 respondents,2023Bought new clothesBeen to a restaurantBought personal care productsBeen to the cinemaBought electronics2961%69%59%68%Addressable audiences find addressable advertising more appealing,relevant,and memorable4%of respo

117、ndents who think statement applies more to OTT and Addressable TV services than Linear TVAddressable audiencesare interested inFAST and hybridad-supported offering-opening opportunitiesfor Addressable TV5Agreement with OTT service statements68%Found adverts more relevant69%Found adverts more appeali

118、ng59%Found adverts more memorable61%Want to watch live TV channels on their OTT service41%41%Would be willing to see adverts toreduce their SVoD subscription feesS E C T I O N 3 -U N D E R S T A N D I N G T H E A D D R E S S A B L E T V V I E W E R“Riya JosephHead of Media&Digital MarketingBritannia

119、 Industries LimitedA marketers perspectiveLETS HEAR FROM OUR CLIENTSThe pace at which Connected TV is growing is making sure it is a medium that cannot be ignored.Since TV is one of our key medium of advertising,we need to be present on CTV to reach out to the audiences who have moved out of Linear

120、TV.CTV has helped us boost reach in relevantmetros for Britannia.Source:Online consumer survey of 4044 respondents,20233010 Key takeawaysIndia has already grown to be the worlds third largest SVoD market.Addressable TV servicesare the key beneficiariesof changing connectivity and viewing habits02Hou

121、seholds with SmartTVs or streaming devices are growing rapidly,expanding the reach ofAddressable TV03167Mn88.3Mnhouseholds,but as much as 90%of OTT monthly active users are on the free ad-funded tiers.ORIndia is already the second largest TV market globally011.1%217MnTV householdsWith projectedCAGR1

122、17%91%of TV shipments in the first half of 2023 were Smart TVs(CounterPoint research)growth in delivery of paid media to Connected TV devices from 2022-2023subscribers30(Ampere Analysis)31Connected TV opensnew opportunities toreach and target theAddressable TV audience 05Addressable advertisingvia C

123、onnected TVs isbecoming key to theIndian marketing mix049.8%of TV advertising revenue was long form streaming video in 202316%by 2026This is expected to surpassSmart TVs have rapidly become the default large-screen device.55%of respondents own a Connected TVAdvertisers canreach larger audiences by u

124、nderstanding how families and friends co-viewAddressable TV06of respondents reported they co-view while watching Addressable 2/3TV services,making it comparable to non-addressable audiences viewing Traditional TV services.Advertisers may reachtwo-thirds of respondentsvia Addressable TV services0790%

125、By combining addressable TV and YouTube,advertisers may reachof respondents3132Among respondents in the NCCS A&B grades,67%recently watched Addressable TV.Respondents watching Addressable TV reported average household incomes Addressable TV households are valuable audiences for advertisers with repo

126、rted higher social grades andincome brackets on average09Advertising on OTTservices works withrespondents finding it more appealing,relevant and memorableon average10Half of cord-cutterscontinue to useAddressable TV,making them reachable0854%of those cord-cutters continue to watch Addressable TV ser

127、vices11%of respondents are cord-cutters9%greater than respondents watchingFree TV41%of respondents saying they are willing to see adverts to reduce subscription costs(Ampere survey)3233ContributorsRajiv RajagopalHead-Advanced TVGroupM NexusHulan GanboldInsights Manager APAC,Advanced TVGroupM NexusEl

128、eanor MarshallGlobal Head of Data&MeasurementGroupM NexusMA ParthasarathyChief Strategy Officer,South AsiaGroupMAmit Kumar PandeyHead-Supply&Platform PartnershipsGroupMAnooj ShettyEngagement Director-Advanced TV GroupM NexusParveen SheikhHead-Business Intelligence Strategy&InsightsGroupMSachin Singh

129、Product Head-Advanced TVGroupM NexusAndrew KilleenPrincipal Consultant Ampere Analysis34GroupM Nexus is the industrys largest community of performance marketing experts designed to drive performance and innovation at scale for GroupMs agencies and clients.With the most platform accreditations in the

130、 industry combined with proprietary technology,media,and solutions,culture of continuous innovation and scaled partnerships,GroupM Nexus consistently sets new benchmarks for effectiveness and efficiency across all forms of media to drive growth for the worlds leading advertisers.Discover more at Nex

131、us Advanced TV solution offers a single point of access to the entire Addressable TV ecosystem.Enabling advertisers to deliver messaging to custom audiences across TV formats,combining thedata-driven precision of digital with the scale and brand safety of television.ABOUT GROUPM NEXUSGROUPM NEXUS AD

132、VANCED TVABOUT AMPERE ANALYSISAmpere is a market-leading data and analytics firm specialising in the media,games and sports sectors.Our research meshes in-depth financial and KPI analysis of company performance,detailed consumer profiling and polling,and title-by-title coverage of licensing and comm

133、issioning,to provide clients with a detailed,comprehensive and accurate view of the global entertainment market.Data and IntelligenceAn advanced audience approach to maximize media effectiveness and mitigate inflation impact,such as hyper-local targetingFlexibilityLeverage proprietary technology for

134、 best-in-class,agile planning and quick turn arounds as well as optimizing towards audiences in campaignUnify the TV landscapeThe only end-to-end Addressable TV planning platform globally.Intelligently and efficiently scale audiences across brand-safe,broadcast-quality content and manage and report

135、on their TVexposure holistically ExpertiseA team of TV specialists equipped with industry-leading technology,enabling turnkey,educated activations at no resource fee to clientsYour single access point to the entire TV ecosystem35GroupM is WPPs media investment group and the worlds leadingmedia inves

136、tment company with a mission to shape the next era ofmedia where advertising works better for people.The company isresponsible for more than$60 billion in annual media investment,as measured by the independent research bureau COMvergence.Through its global agencies Mindshare,Wavemaker,EssenceMediaco

137、m,and mSix&Partners,and cross-channelperformance(GroupM Nexus),data(Choreograph),entertainment(GroupM Motion Entertainment)and investment solutions,GroupM leverages a unique combination of global scale,expertise,and innovation to generate sustained value for clients whereverthey do business.Discover

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