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CTV users grew 3.5 X over two years : Kantar’s Prasun Basu at MIS 2023
Mumbai : CTV users growth in India has been a phenomenon, Kantar South Asia growth and digital head of transformation Prasun Basu while speaking at the Media Investment Summit organised by Indiantelevision.com shed light on the growing landscape in India.
Basu in his presentation on digital video consumption, shed light on cord cutting and cross screen devices.
He talked on the consumer cross screen behaviour, brand and sales impact, exposure & reach, frequency & depth and measurement.
“There is an equal amount of single screen and cross screen that’s going on, so multiple screens whether it is linearTV, mobile or connected TV all of it growing but conusmer behavior is concurrent, “ said Basu.
Linear TV has 48 per cent penetration, digital has 52 per cent and linear plus digital is 45 per cent.
He emphasised how cord cutters are gamechangers where mobile is 79 million ( 95 per cent ) and CTV is 4 million 9(5 per cent ) , in total cord cutters are 83 million
While talking about video viewers landscape he said, “This is not just an urban phenomenon, rural has 75 per cent penetration while urban has 94 per cent penetration.
CTV users have continued to grow over the years. In 2020 it was 24 million and in 2022 it was 83 million i.e 3.5X in two years. In 2022, 28 M households had CTV connections. 33 per cent per cent of Indian CTV users are from rural India.
60 per cent of CTV users use mobile hotspot. CTVs are expected to increase by around 28 per cent in the next one year which will reach to 36 million households
TV continues to provide highest reach. Online video and social also offer significant reach with low investment share.
TV has the highest share of investment & contributes to maximum brand impact. The effect of multimedia campaigns has gone up in India. “It’s gone up from seven to ten percent plus, it is the effect, there is transition that’s happening in India as well, still television gets the highest reach but impact share again highest for television but at the same time the investment share is high the efficiency is lower on television but the efficiencies will change when there is the right allocation shared between TV and and digital”said Basu
While talking about frequency, Basu said, “Marketers, advertisers, brand owners and media agencies are trying to figure out what’s the frequency story, generally the advertisers feel that they don’t know the frequency story well enough that’s what you see that they they don’t feel confident about whether they’re doing their frequency planning well enough or not”
“Digital can play a big role to build frequency where television continues to build reach,” he added.
Basu further talked about synergy, he said , “campaigns that run through synergies which do multimedia have a much higher impact 35 percent , impact comes if you do a multimedia reach of campaigns versus a single media this has been growing over time quite a bit you know it used to be 18 now and it’s gone to 35 percent”
He believes synergy effects are the strongest with television. He said, “Television is still at a core and it is the connecting point with others multimedia which creates the strongest
synergy effects,”
He concluded with saying that Collaboration is key to survival and growth.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
