Comscore has partnered with IAMAI to conduct a comprehensive study of India’s Connected TV (CTV) market, aimed at providing valuable insights for brands, publishers, OTT platforms, agencies, and broadcasters. As digital streaming and internet access grow, CTV is becoming increasingly influential in India’s media landscape.
The study will analyze CTV user behavior, advertising effectiveness, and market trends, helping stakeholders adapt to this dynamic environment. Alejandro Fosk, EVP International at Comscore, highlighted the need for understanding CTV’s evolution for effective content and advertising strategies.
IAMAI will enhance the study’s reach, ensuring key decision-makers are informed. The research will cover user demographics and behavior, the impact of CTV advertising on brand perception, and insights into market trends and challenges, including technological advancements and audience targeting methods.