2024年印度电视市场深度报告.docx

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1、groupnTheChanging1.andscapeofIndianTelevisionASTUDYONADVANCINGTVTRANSFORMATION2024(2ndEdition)Thechanging1.ANDSCAPEOFINDIANTE1.EVISION0304070922233038ForewordIntroductionDefiningTV:TerminologyanddefinitionsSection01TheevolvingIndianTVlandscapeSection02TheConnectedTVopportunitySection03Understandingt

2、heAddressableTVviewer10KeytakeawaysContributorsgroForewordAdvancesintechnologycontinuetotransformourdailylives-bringinginnovationsandnewsolutionswhiledisplacingconventionaldevices.Thishascreatedasortofnaturalselectionthatensuresthatonlytheinstitutionsthatperpetuallyadaptandleveragetechnologytoenhanc

3、econsumerexperiencesurviveandthrive.OnesuchremarkableexampleisthatofTVinIndiawhichisseamlesslyevolvingfromterrestrialtosatellitecabletoOTTandnowConnectedTV(CTV).Inherently,theconsumerwantstoexperiment.Theneedfornewexperiencespackedwithavarietyofchoicesincontenthasledtotheswiftadoptionofdigitalservic

4、es.NodoubtTVcontinuestobeamainstayinthetypicalIndianhouseholdwhereitservesastheadhesivethatbringsthefamilytogether.TheaddeddigitalcapabilitiesinTVhaveenabledbrandstointeractwiththerightconsumersattherighttime,inamuchmoremeaningfulandmeasurablemanner.Improvedinternetaccessibility,combinedwithadiverse

5、contentspectrumonConnectedTV(CTV),andtheproliferationofregionallanguagecontent,havenotonlycaptivatedurbanaudiencesbutalsoresonateddeeplyinruralareas.Whilemid-to-high-incomehouseholdscurrentlydominatetheaddressableTVaudience,discernibletrendsinTVsalespointtowardsSmartTVsemergingasthedefaultchoicewith

6、imminentandwidespreadadoption.Inapost-cookiesera,advertiserdemandforTVwillcontinuetogrowasmarketersdiscoverthetremendouspotentialofConnectedTV,ssuperiortargetingandmeasurementcapabilities-unlockingthetruepowerofconsent-basedconsumerdata.Overall,increasedconvenience,engagementandpersonalisationareinc

7、reasingresponsivenessandreceptivityinaudiences-whichisacrucialassetinthecurrentattentioneconomy.This,inturn,isfuellingdemandforfurthercontentproduction.GroupMhasexecutedin-depthresearchintothisspacemarkedwithimmense,untappedpotential.Thisreportservesasaguidebookforadvertisersandbroadcastersalikefore

8、verythingandanythingCTV5sheddinglightonthedispositionandshiftingpreferencesofthemodernIndianaddressableTVviewer.TheaddressableTVadvertisingmarketplaceisevolvingrapidly,andweneedtoestablishacommonsetofdefinitionstoeliminateanyconfusion.WeatGroupMintendtocontinueunlockingthepowerofTVadvertisingthrough

9、ourAdvancedTVsolutions.Wehopeyoufindtheoutcomesasinsightfulandfascinatingaswedid.PrasanthKumarCEO-GroupMSouthAsiaIntroductionINDIAISONEOFTHEWOR1.D,SMOSTIMPORTANTTVMARKETSWITHTHESECOND1.ARGESTNUMBEROFTVHOUSEHO1.DSAFTERCHINA.ThissecondeditionofTheChanging1.andscapeofIndiaTelevisionreportfeaturesnewdat

10、aandinsightsfromresearchfirmAmpereAnalysisandGroupMNexus,deliveringdeepinsightsintohowtomakethemostoftheCTVopportunity.INTHISREPORT:TheConnectedTVopportunityWeanalysethenewestopportunitiesforTVadvertisersthroughSmartTVsandotherconnecteddevices.TheevolvingTraditionalTVandOTTlandscapeinIndiaWeintegrat

11、erecentdatafromAmpereMarketOperatorsandGroupM,sThisYear,NextYeartoprovideacomprehensiveoverviewofthesizeandtrajectoryofIndiasTVmarket.UnderstandingtheAddressableTVaudienceWeexplorehowadvertisersmayuseAddressableTVservicestoreachvaluableaudiencesthataredifficulttoreachonotherplatforms.Wealsoexamineth

12、eviewershipofdifferentTVservicesinIndia.AtiqueKaziPresident-Data,PerformanceandDigitalProductsGroupMIndiaOverthenextfiveyears,TVadvertisinginIndiaisanticipatedtoexperiencea10%CAGRgrowth.Duringthisperiod,thegrowthofConnectedTVadvertisingisexpectedtosurgesignificantlyinIndia,boastinga31%CAGR.Thisexpan

13、sionwillplayapivotalroleinshapingtheoveralltelevisionlandscape,encompassingbothlinearanddigitalplatforms.Acknowledgingthesignificanceofengagingwithcord-cuttersandcord-nevers,whoaredifficulttoreach,yethighlyinvolvedaudiences,hasbecomeimperative.thisReportaimstoexploretwokeyaspects： Analysingthefactor

14、scontributingtothetransformationsintheTVlandscape,identifyinggrowthdrivers,andexaminingkeysocietalfactorsinfluencingthisevolution. Providinganin-depthunderstandingofAddressableTVviewersandchangingconsumerpreferencesthatareshapingtheTVlandscape.KEYQUESTIONSCOVEREDINTHISREPORTWhatarethestatusesofthetr

15、aditionalTVandOTTmarketsinIndia?THEMETHODO1.OGYTheprimaryresearchleveragedinthisreportwascompletedinNovember2023andcomprisesasurveyofmorethan4,000onlinerespondentsinIndiawithhighsocialmediaengagementrecruitedviaFacebookandInstagram.AmperessyndicatedresearchusedinthisreportprovidesadetailedviewofIndiascable,satellite,SVoD,andtelecomsoperators*businessesandcontentspending.DatausedinthisreportincludesproprietarydatafromGroupMNexusAdvancedTV,includingforecastadvertisingrevenuesandnetworksupplydataonvideoconsumption.Completion:November2023Coverage:Representative