2024年印度电视市场深度报告.docx

groupnTheChanging1.andscapeofIndianTelevisionASTUDYONADVANCINGTVTRANSFORMATION2024(2ndEdition)Thechanging1.ANDSCAPEOFINDIANTE1.EVISION0304070922233038ForewordIntroductionDefiningTV:TerminologyanddefinitionsSection01TheevolvingIndianTVlandscapeSection02TheConnectedTVopportunitySection03UnderstandingtheAddressableTVviewer10KeytakeawaysContributorsgroForewordAdvancesintechnologycontinuetotransformourdailylives-bringinginnovationsandnewsolutionswhiledisplacingconventionaldevices.Thishascreatedasortofnaturalselectionthatensuresthatonlytheinstitutionsthatperpetuallyadaptandleveragetechnologytoenhanceconsumerexperiencesurviveandthrive.OnesuchremarkableexampleisthatofTVinIndiawhichisseamlesslyevolvingfromterrestrialtosatellitecabletoOTTandnowConnectedTV(CTV).Inherently,theconsumerwantstoexperiment.Theneedfornewexperiencespackedwithavarietyofchoicesincontenthasledtotheswiftadoptionofdigitalservices.NodoubtTVcontinuestobeamainstayinthetypicalIndianhouseholdwhereitservesastheadhesivethatbringsthefamilytogether.TheaddeddigitalcapabilitiesinTVhaveenabledbrandstointeractwiththerightconsumersattherighttime,inamuchmoremeaningfulandmeasurablemanner.Improvedinternetaccessibility,combinedwithadiversecontentspectrumonConnectedTV(CTV),andtheproliferationofregionallanguagecontent,havenotonlycaptivatedurbanaudiencesbutalsoresonateddeeplyinruralareas.Whilemid-to-high-incomehouseholdscurrentlydominatetheaddressableTVaudience,discernibletrendsinTVsalespointtowardsSmartTVsemergingasthedefaultchoicewithimminentandwidespreadadoption.Inapost-cookiesera,advertiserdemandforTVwillcontinuetogrowasmarketersdiscoverthetremendouspotentialofConnectedTV,ssuperiortargetingandmeasurementcapabilities-unlockingthetruepowerofconsent-basedconsumerdata.Overall,increasedconvenience,engagementandpersonalisationareincreasingresponsivenessandreceptivityinaudiences-whichisacrucialassetinthecurrentattentioneconomy.This,inturn,isfuellingdemandforfurthercontentproduction.GroupMhasexecutedin-depthresearchintothisspacemarkedwithimmense,untappedpotential.ThisreportservesasaguidebookforadvertisersandbroadcastersalikeforeverythingandanythingCTV5sheddinglightonthedispositionandshiftingpreferencesofthemodernIndianaddressableTVviewer.TheaddressableTVadvertisingmarketplaceisevolvingrapidly,andweneedtoestablishacommonsetofdefinitionstoeliminateanyconfusion.WeatGroupMintendtocontinueunlockingthepowerofTVadvertisingthroughourAdvancedTVsolutions.Wehopeyoufindtheoutcomesasinsightfulandfascinatingaswedid.PrasanthKumarCEO-GroupMSouthAsiaIntroductionINDIAISONEOFTHEWOR1.D,SMOSTIMPORTANTTVMARKETSWITHTHESECOND1.ARGESTNUMBEROFTVHOUSEHO1.DSAFTERCHINA.ThissecondeditionofTheChanging1.andscapeofIndiaTelevisionreportfeaturesnewdataandinsightsfromresearchfirmAmpereAnalysisandGroupMNexus,deliveringdeepinsightsintohowtomakethemostoftheCTVopportunity.INTHISREPORT:TheConnectedTVopportunityWeanalysethenewestopportunitiesforTVadvertisersthroughSmartTVsandotherconnecteddevices.TheevolvingTraditionalTVandOTTlandscapeinIndiaWeintegraterecentdatafromAmpereMarketOperatorsandGroupM,sThisYear,NextYeartoprovideacomprehensiveoverviewofthesizeandtrajectoryofIndia'sTVmarket.UnderstandingtheAddressableTVaudienceWeexplorehowadvertisersmayuseAddressableTVservicestoreachvaluableaudiencesthataredifficulttoreachonotherplatforms.WealsoexaminetheviewershipofdifferentTVservicesinIndia.AtiqueKaziPresident-Data,PerformanceandDigitalProductsGroupMIndiaOverthenextfiveyears,TVadvertisinginIndiaisanticipatedtoexperiencea10%CAGRgrowth.Duringthisperiod,thegrowthofConnectedTVadvertisingisexpectedtosurgesignificantlyinIndia,boastinga31%CAGR.Thisexpansionwillplayapivotalroleinshapingtheoveralltelevisionlandscape,encompassingbothlinearanddigitalplatforms.Acknowledgingthesignificanceofengagingwithcord-cuttersandcord-nevers,whoaredifficulttoreach,yethighlyinvolvedaudiences,hasbecomeimperative.thisReportaimstoexploretwokeyaspects： AnalysingthefactorscontributingtothetransformationsintheTVlandscape,identifyinggrowthdrivers,andexaminingkeysocietalfactorsinfluencingthisevolution. Providinganin-depthunderstandingofAddressableTVviewersandchangingconsumerpreferencesthatareshapingtheTVlandscape.KEYQUESTIONSCOVEREDINTHISREPORTWhatarethestatusesofthetraditionalTVandOTTmarketsinIndia?THEMETHODO1.OGYTheprimaryresearchleveragedinthisreportwascompletedinNovember2023andcomprisesasurveyofmorethan4,000onlinerespondentsinIndiawithhighsocialmediaengagementrecruitedviaFacebookandInstagram.Ampere'ssyndicatedresearchusedinthisreportprovidesadetailedviewofIndia'scable,satellite,SVoD,andtelecomsoperators*businessesandcontentspending.DatausedinthisreportincludesproprietarydatafromGroupMNexusAdvancedTV,includingforecastadvertisingrevenuesandnetworksupplydataonvideoconsumption.Completion:November2023Coverage:Representative