The Surge of AVOD in India's Connected TV Sphere and Its Effect on Advertising Trends

As the Indian connected television (CTV) market continues to evolve, advertising trends are seeing significant alterations, particularly with the rapid ascension of ad-supported subscription models. In the year 2023, it became apparent that every streaming service that received support from a major Indian network incorporated an advertising-based video on demand (AVOD) feature within their offerings.

AVOD: The Leader in India’s CTV Revolution

The pivot towards AVOD represented the lead in the dynamic landscape of India's CTV sectors, with its remarkable growth rates. This substantial shift towards AVOD options signifies a game-changer for the digital advertising space, allowing advertisers to leverage the extensive reach of streaming platforms. Subsequently, this gives consumers the flexibility of accessing a plethora of content without the necessity of a traditional subscription.

FAST Catches Up in the Ad-Supported Arena

A trailing but strong contender within ad-supported models is free ad-supported television (FAST), further diversifying the viewing options for audiences. FAST options provide a cost-efficient avenue for advertisers to target consumers, cementing its position as an invaluable asset in the advertisers’ toolkit for tapping into the CTV audience base.

With the growth trajectory showing no signs of slowing down, India's CTV market, spearheaded by AVOD, is poised to redefine advertising norms and open up new revenue streams for content creators and platforms alike.

AVOD, CTV, Advertising