 "OTT, TELEVISION, IPL, NETFLIX, JIOHOTSTAR")
With the digital medium growing at a fast pace and the audience’s attention shifting towards other platforms apart from pay TV, the connected TV (CTV) audience base has grown by 85 per cent this year to 129.2 million, according to a report by Ormax Media.
This CTV audience base consists of those who have streamed digital videos on a CTV device at least once in the last one month. Additionally, CTV penetration has gone up by 50 per cent among over-the-top platform (OTT) audiences in the six metro cities in the country. Delhi- NCR, Karnataka and Maharashtra lead the CTV penetration as a percentage of their respective OTT populations, stated the report titled 'The Ormax Audience Report: 2025'.
At the same time, 21 per cent of India’s 601.2 million OTT audiences use CTV to stream videos, up from 13 per cent in 2024. While CTV penetration is growing, helped by rising preference for OTT content, India’s CTV audiences do not have access to paid streaming content and use CTV devices to stream only free content, the report highlighted.
“CTV has overtaken other devices like laptops and tablets to become the number two device for streaming in India, after the ubiquitous smartphone,” the report stated.
Similar to India’s OTT overall audience base, 61 per cent of India’s CTV audiences are men, while the streaming segment has about 59 per cent as men audience base.
 "cab apps, uber app, ola, rapido, cab-hailing apps, cab aggregators, cabs, taxi app, cabs mobile apps")
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 "Electricity, Energy")
 "steelmakers, steel")
