Connected TV (CTV) has transitioned from being a complementary media channel to a mainstream viewing behaviour among consumers, according to the latest findings from Kantar’s Media Compass Report.
The quarterly estimator, based on a rolling sample of more than 87,000 consumers, highlights the growing role of CTV in shaping audience consumption patterns and advertising strategies. The report finds that CTV is helping brands achieve incremental reach while enabling more precise engagement with premium audiences.
Commenting on the findings, Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar, said, “The rapid evolution of Connected TV is reshaping how brands approach audience targeting. Our latest Media Compass insights show that the CTV opportunity is not just about scale, it gives a sizeable 4% incremental reach of audiences not available on LTV with a strong Metro Male skew.
“By providing a continuous, cross-media view of consumer behaviour across TV, digital and print, Media Compass helps brands move beyond siloed planning to maximise reach, reduce duplication and drive greater effectiveness from their media investments,” adds Avasthi.
Kantar Media Compass key findings (Q1 2026):
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CTV has entered the mainstream
CTV reached 166 million monthly viewers (aged 15+) in Q1 2026, a 23% increase over Q1 2025. No longer a niche viewing platform, CTV has become a mainstream screen for entertainment, making it an essential component of advertisers’ media plans.
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More than one in three CTV viewers are beyond Linear TV’s reach
59 million viewers consume content exclusively on CTV, representing 36% of the total CTV audience. As audiences continue to fragment across screens, CTV has become a critical extension to traditional TV campaigns, enabling brands to reach consumers that Linear TV alone cannot.
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CTV is attracting premium audiences while expanding beyond metros
60% of CTV viewers belong to NCCS A, making it an ideal platform for premium and high-consideration categories. At the same time, one in three CTV users lives in rural India, highlighting CTV’s growing footprint beyond urban centres and giving brands the opportunity to engage both affluent and aspirational audiences through a single platform.
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CTV reaches the heart of India’s buying audience
CTV has a balanced audience profile, with 53% men and 47% women, while 25–44 year-olds account for nearly half (46%) of all viewers. This positions CTV as a powerful channel for brands looking to engage consumers in their peak earning and purchasing years across categories ranging from FMCG and consumer durables to technology and entertainment.
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The next phase of CTV growth will be driven by stronger connectivity
While CTV adoption continues to accelerate, only 46% of viewers currently have a fixed internet connection at home. As broadband infrastructure continues to expand, brands can expect CTV’s reach and engagement to deepen further, unlocking even greater opportunities for future growth.
