Comscore partners with IAMAI for India’s comprehensive CTV Study

Comscore teams up with IAMAI for a detailed study on India's Connected TV (CTV) market, aiming to provide industry-wide insights. With digital streaming surging and internet access expanding, CTV is becoming a key player in India's media landscape. The upcoming study will help brands, publishers, OTT platforms, agencies, and broadcasters make data-driven decisions to boost growth. IAMAI’s involvement will increase the study’s reach across the country.

Alejandro Fosk, EVP International at Comscore, emphasized the importance of understanding India's evolving CTV sector for content and advertising strategies. The research will explore India’s CTV user behavior, advertising effectiveness, and future market trends, helping stakeholders navigate the rapidly changing landscape.

IAMAI, representing a broad spectrum of the digital industry, will amplify the findings to key decision-makers.

The CTV Study will offer a detailed analysis of the market, covering:

India's CTV User Profile & Behavior: An in-depth look at how various demographics in India engage with CTV platforms, examining viewing patterns, preferred devices, and streaming habits across different regions.

Advertising Impact & Potential: An assessment of how audiences perceive CTV ads, their effect on brand perception and buying choices, and insights on revenue opportunities for marketers and advertisers.

Market Trends, Obstacles & Predictions: Insights into CTV's anticipated growth in India, new technological developments, regional patterns, and changing measurement methods for precise audience targeting and customization.