Small towns emerge big growth driver for connected TV in India
· economictimes.indiatimes.com
Connected TV households in India now number sixty-two to sixty-five million viewers. Growth is significantly higher in smaller towns and rural areas across India. This expansion is not replacing linear television but complementing its viewership. Prime time viewership is emerging strongly on both CTV and linear platforms. Household-level measurement and frequency management are key challenges for advertisers.
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