Mumbai : CTV users growth in India has been a phenomenon, Kantar South Asia growth and digital head of transformation Prasun Basu while speaking at the Media Investment Summit organised by Indiantelevision.com shed light on the growing landscape in India.
Basu in his presentation on digital video consumption, shed light on cord cutting and cross screen devices.
He talked on the consumer cross screen behaviour, brand and sales impact, exposure & reach, frequency & depth and measurement.
“There is an equal amount of single screen and cross screen that's going on, so multiple screens whether it is linearTV, mobile or connected TV all of it growing but conusmer behavior is concurrent, “ said Basu.
Linear TV has 48 per cent penetration, digital has 52 per cent and linear plus digital is 45 per cent.
He emphasised how cord cutters are gamechangers where mobile is 79 million ( 95 per cent ) and CTV is 4 million 9(5 per cent ) , in total cord cutters are 83 million
While talking about video viewers landscape he said, “This is not just an urban phenomenon, rural has 75 per cent penetration while urban has 94 per cent penetration.
CTV users have continued to grow over the years. In 2020 it was 24 million and in 2022 it was 83 million i.e 3.5X in two years. In 2022, 28 M households had CTV connections. 33 per cent per cent of Indian CTV users are from rural India.
60 per cent of CTV users use mobile hotspot. CTVs are expected to increase by around 28 per cent in the next one year which will reach to 36 million households
TV continues to provide highest reach. Online video and social also offer significant reach with low investment share.
TV has the highest share of investment & contributes to maximum brand impact. The effect of multimedia campaigns has gone up in India. “It's gone up from seven to ten percent plus, it is the effect, there is transition that's happening in India as well, still television gets the highest reach but impact share again highest for television but at the same time the investment share is high the efficiency is lower on television but the efficiencies will change when there is the right allocation shared between TV and and digital”said Basu
While talking about frequency, Basu said, “Marketers, advertisers, brand owners and media agencies are trying to figure out what's the frequency story, generally the advertisers feel that they don't know the frequency story well enough that's what you see that they they don't feel confident about whether they're doing their frequency planning well enough or not”
“Digital can play a big role to build frequency where television continues to build reach,” he added.
Basu further talked about synergy, he said , “campaigns that run through synergies which do multimedia have a much higher impact 35 percent , impact comes if you do a multimedia reach of campaigns versus a single media this has been growing over time quite a bit you know it used to be 18 now and it's gone to 35 percent”
He believes synergy effects are the strongest with television. He said, “Television is still at a core and it is the connecting point with others multimedia which creates the strongest
synergy effects,”
He concluded with saying that Collaboration is key to survival and growth.
