Chrome Digital Distribution Track is gearing up to release its highly anticipated Connected TV SES (Subscriber Establishment Survey) 2024 Report on December 25, 2024. The report promises to provide an in-depth analysis of India’s evolving Connected TV (CTV) landscape, offering critical insights into consumer behavior, brand performance, and technological advancements. Designed to be a key resource for brands, advertisers, and policymakers, the study sheds light on the dynamic shift from traditional television to digital-first viewing experiences in India.

India’s television market is currently at a pivotal juncture. Connected TV penetration has reached an impressive 80.2 million homes, while Cable and satellite TV continue to dominate with 159.6 million households, including overlaps. This brings the total number of TV households across the country to over 217 million. The rapid conversion of Cable and satellite homes to Connected TV signals a significant transformation, with projections suggesting a potential full transition within the next two years.

The report highlights the proliferation of over 80 Connected TV brands operating in India, supported by more than seven operating systems. This diversity has given consumers a plethora of choices, accelerating the shift toward smarter, digital-first television solutions. The findings also reveal the increasing use of both internal and external connections for content access, fueling the widespread adoption of Connected TVs. Additionally, the rise of FAST channels (Free Ad-Supported Streaming TV), native apps, third-party apps, and subscription-based services like TVaaS (Television as a Service) signifies a broader trend toward personalized and on-demand content consumption.

Regional dynamics play a crucial role in shaping India’s CTV market. Brands like Haier, Panasonic, and Croma are more prevalent in northern regions, while Sanyo (Panasonic) and Onida have established stronger footholds in southern states. The report also notes the growing presence of smart devices like Tata Binge and Airtel Xstream, which combine traditional TV channels with OTT platforms to offer a hybrid viewing experience. However, not all brands are thriving equally—OnePlus Connected TVs have reportedly seen a decline in their user base.

Advertising strategies have also evolved in response to these changes. Unlike traditional linear TV ads, platforms like FAST channels, native apps, and YouTube now offer digital-first, personalized advertising options. With 120 FAST channels available, the variety and accessibility of content have expanded significantly, further driving the adoption of Connected TVs.

The Connected TV SES 2024 Report is built on robust research, including a primary survey of 325,000 households across India, spanning metro, urban, semi-urban, and rural areas. The survey, conducted between September and November 2024, used stratified random sampling to ensure regional and demographic diversity. This was supplemented by insights from 1,500 electronic retail outlets through multi-stage sampling, along with secondary data from government databases, industry reports, and market research publications. The report’s findings were cross-validated using a triangulation methodology, ensuring accuracy and consistency.

The deliverables from the report include detailed breakdowns of CTV homes by brand, operating system distribution by state, and rankings of parent organizations based on market presence and share. By providing a granular understanding of the Connected TV market, the report equips stakeholders with actionable insights to navigate this rapidly evolving space.

Commenting on the significance of the report, Pankaj Krishna, Founder & CEO of Chrome DM, stated, “The CTV SES is a game-changer for understanding India’s connected television ecosystem. With diverse platforms and evolving habits, this report equips brands, advertisers, and stakeholders with actionable insights, aligning with the era of technological convergence and consumer evolution.”

As India’s television landscape continues to evolve, the Connected TV SES 2024 Report serves as a crucial guide for brands, advertisers, and policymakers. It not only captures the current state of the market but also highlights emerging trends that are reshaping consumer behavior and industry strategies.