Julia Stoll
Research expert covering TV and video media
Connected TV in India - statistics & facts
The declining trend in pay TV households in India has signaled a switch to connected TV and free-to-air (FTA) television in the country. Connected television (CTV), the more nascent of the three segments of the Indian television market, refers to television that is internet-enabled such as a smart TV, and allows for content streaming. However, with digital media advancing by leaps and bounds, the CTV ecosystem expands beyond the scope of smart TVs. In fact, a standard television can be turned into a CTV using external devices such as connected set-top boxes, consoles, or streaming devices such as Amazon鈥檚 Fire TV Stick.
