Magnite, the largest independent sell-side advertising company, released new research, Streams & Screens: India, which explores the streaming habits of India’s urban, digitally-connected adults with access to ad-supported streaming. The findings highlight streaming’s growing scale among this group, with 82% streaming more than they did a year ago, 74% watching ad-supported streaming services, and 71% planning to subscribe to a new service in the next year.
As the streaming landscape continues to expand, CTV is creating new opportunities for advertisers to reach consumers in premium, shared viewing environments. 86% of those streaming on CTV say they often watch with others, and advertising in this setting increases the potential for brands to be discussed and remembered.
The research also found that cricket is one of streaming’s most valuable shared viewing moments. Three out of four respondents regularly stream cricket, and 85% say they are more likely to watch cricket with others than on-demand content. Among respondents who own a connected TV, nearly all have watched cricket on the big screen, while mobile extends viewing beyond the home during commutes, travel and the workday. This crossscreen behavior can strengthen campaign effectiveness, as more than three quarters (78%) say they’re more likely to take action after seeing an ad across multiple devices.
“Streaming has become a central part of how audiences in India consume content, and we commissioned this research to better understand how viewing habits are evolving,” said Sahil Bansal, Country Lead, India at Magnite. “As the market continues to mature, advertisers should think beyond individual channels and devices and focus on how consumers experience content throughout the day. Cross-screen strategies that complement consumers’ multi-screen behavior can help brands build stronger awareness, reinforce messaging and drive better campaign outcomes.”
Additional key findings from the study include:
- Vertical video is emerging as an effective channel for advertisers. 93% of respondents regularly watch addressable short-form video, and 31% have purchased a product after seeing an ad in a vertical video.
- Live streaming delivers more memorable advertising experiences. Almost all respondents stream live content at least once a month, while 79% are more likely to remember brands that advertise during live streams.
- Relevant advertising resonates more strongly with viewers. The bulk of respondents feel a deeper connection to ads aligned with local culture or content, while 78% say ads delivered in the same language as the content are more effective.