19-20 million active Connected TVs in India: EY-FICCI Report
The growth of affluence and urban fibre connectivity is driving CTV adoption in India
As per the recent EY-FICCI M&E Report, the number of smart TVs connected to the internet currently stands at 19-20 million. The CTV universe has witnessed this growth on the back of growth in fibre broadband connectivity, a key driver of Smart TVs being connected to the internet. For smart TVs to become truly connected TVs considering that CTV requires a 10-30 MBPS speed to have bare minimum streaming capability. The current base of fiber broadband urban households in India is in the range of 20-25 million households. Active CTV households are a subset of urban fiber broadband households.
The Indian economic growth is at an interesting juncture as it stands to witness a rapid growth in affluent households. As per the recent Goldman Sachs - The Rise of Affluent India report, affluent consumers (annual income >$10000) in India have grown from 37 million in 2019 to 60 million in 2023.
Among these 60 million affluent audiences, 56 Mn households own 3+ household durables, 30 Mn households own 4-wheelers, and 18 Mn households spend on international travel. In terms of access to devices and internet, 2-4 million households have access to CTV with high broadband speeds, 10-15 million have access to both CTV and Pay TV at average the speed (10-30 MPBS), while 40-45 million have exclusive access to Pay TV with limited broadband connectivity.
