iWorld
Ditto TV goes OTT first with ‘before TV’
MUMBAI: Zee Digital Convergence Limited’s Over The Top (OTT) platform DittoTV now allows viewers to enjoy their favourite content from the channels under Zee Group before airing it on television through their new feature titled ‘before TV’.
The feature is in line with the company and group’s continued focus on content and service innovations for the consumers.
Talking about this new initiative, ZDCL CEO Debashish Ghosh said, “The fact that more and more people are finding it easy to cut away from appointment viewing and watch their chosen entertainment anytime, anywhere, has only driven consumer expectations higher and upped the ante for OTT platforms the world-over. While, original content will remain one of the key drivers and focus of DittoTV’s global operations, serious innovations will help give our consumers something new and engaging all-the-time, every time. before TV is one such step in this direction.”
The company has recently created an original content titled as Life is Music and also plans to launch music based documentary titled as Chords of Change, which will feature musicians narrating their stories of their struggle and registering their protest in various zones across the country through their music.
The platform is focused on markets like the US, UK, Europe, Australia, New Zealand, Middle East, Asia Pacific and some parts of Africa. It will also carry non-Indian content shortly in the markets where it has been launched.
iWorld
Netflix ad revenue set to soar past $8bn by 2030, outpacing CTV rivals: Warc
From $1.5bn in 2025 to $8bn in 2030, Netflix is fast becoming a CTV ad powerhouse
MUMBAI: Netflix is turning heads in the advertising world, with forecasts showing its ad revenue set to surpass $8 billion by 2030, outpacing the wider connected TV (CTV) market, according to the latest Warc Media Platform Insights report.
The streaming giant’s advertising journey gained serious momentum in 2025, generating over $1.5 billion, a remarkable increase of more than 2.5 times compared with the previous year. Management aims to roughly double that figure again in 2026, targeting around $3 billion.
Rather than waiting for the market to grow, Netflix is going after a bigger slice of the existing CTV ad pie, and the strategy appears to be paying off. Analysis by Omdia, cited by Warc, predicts Netflix will account for 9.2 per cent of global CTV advertising spend by 2027. By then, the company’s ad growth is projected to hit 58 per cent year-on-year, while the overall CTV market grows at just 9.9 per cent.
CTV may be booming, but traditional TV continues to shrink, losing spend to digital channels and retail media, according to Warc’s latest Global Ad Trends report, Media’s new normal. Despite this, Netflix is focused on monetising its expanding ad inventory with better infrastructure and smarter tools, turning what is currently a small 3 per cent slice of its total revenue into a high-growth engine.
WPP forecasts that Netflix’s $3 billion ad target in 2026 would place it as the 27th-largest global ad seller, just behind French media group RTL. Yet the company sees its relatively modest ad business as an advantage, providing a buffer against market fluctuations while it ramps up operations.
Looking ahead, a potential acquisition of Warner Bros. Discovery could give Netflix even more content to offer and bundle, helping to retain subscribers, attract new members, and sustain long-term revenue growth. For now, the platform is quietly staking its claim as a rising star in the CTV advertising arena.
