Market Insights Advertising & Media Advertising

TV & Video Advertising - India

India

Ad spending in the TV & Video Advertising market in India is forecasted to reach US$6.35bn in 2024.
The largest market within this industry is Traditional TV Advertising, which is expected to have a market volume of US$5.03bn in 2024.
When compared globally, the United States is anticipated to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$4.45 in 2024.
By 2029, the number of TV Viewers in India is expected to reach 1.16bn users.
India's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting the country's increasing internet penetration and mobile usage.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in India is experiencing significant growth and development.

Customer preferences: Indian consumers have shown a strong preference for digital content consumption, with a growing number of people accessing video content through various devices such as smartphones, tablets, and smart TVs. This shift in consumer behavior has led to an increased demand for TV and video advertising, as brands recognize the importance of reaching their target audience through these channels.

Trends in the market: One of the key trends in the TV & Video Advertising market in India is the rise of programmatic advertising. Programmatic advertising allows brands to target specific audiences and deliver personalized messages at scale. This trend is driven by the increasing availability of data and advanced analytics, which enable advertisers to make more informed decisions about their advertising campaigns. Additionally, programmatic advertising offers greater efficiency and cost-effectiveness compared to traditional methods, making it an attractive option for advertisers in India. Another trend in the market is the growth of over-the-top (OTT) platforms. OTT platforms have gained popularity in India, providing consumers with access to a wide range of video content on demand. This has created new opportunities for advertisers to reach their target audience through targeted advertising on these platforms. The increasing number of OTT platforms and the growing viewership on these platforms have contributed to the growth of TV and video advertising in India.

Local special circumstances: One of the unique aspects of the Indian market is its diverse population and languages. India is a multilingual country, with a large number of regional languages spoken across different states. This diversity poses a challenge for advertisers, as they need to create content that resonates with different language and cultural preferences. Advertisers in India need to adopt a localized approach to their advertising campaigns to effectively reach their target audience.

Underlying macroeconomic factors: India is experiencing rapid economic growth, with a rising middle class and increasing disposable income. This has led to an expansion of the consumer market and an increase in consumer spending. As a result, advertisers are investing more in TV and video advertising to capture the attention of the growing consumer base. Additionally, the government's initiatives such as Digital India and Make in India have further fueled the growth of the TV & Video Advertising market in India by promoting digital connectivity and encouraging domestic manufacturing. In conclusion, the TV & Video Advertising market in India is witnessing significant growth and development due to changing customer preferences, the rise of programmatic advertising, the growth of OTT platforms, local special circumstances, and underlying macroeconomic factors. Advertisers in India need to adapt to these trends and leverage the opportunities presented by the evolving market to effectively reach their target audience and drive business growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.