Divya Bhargava

India’s video ecosystem is fragmenting across Linear TV, OTT and digital platforms. Reach is measurable across screens — but what did that reach actually deliver? A new conversation on Storyboard18 with Delshad Irani and K. Ramakrishnan, Managing Director, Worldpanel India (Kantar) explores a first-of-its-kind deterministic, single-source cross-screen attribution framework. The findings challenge assumption-led media planning: * Linear TV continues to drive scale and brand discovery * OTT sharpens intent and action * Integrated TV + OTT strategies deliver 50%+ higher conversions compared to single-platform exposure As media fragmentation accelerates, the question for marketers is shifting from reach to outcomes — and from channel planning to accountable integration. Delshad Irani K Ramakrishnan JioHotstar Storyboard18 #MediaPlanning #Advertising #OTT #Television #MarketingStrategy #JioHotstar

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I have been looking at the latest data on the media landscape in India, and it is striking how our living rooms are being redefined. We have always been called a "mobile-first" market, but the Ormax Media OTT Audience Report 2025 shows a massive shift. Connected TV (CTV) usage in India has exploded by 85% in just one year, jumping from 69.7 million to 129.2 million users. Looking around, I see that we are not just "watching TV" anymore; we are choosing our screens with much more intent. The smartphone is where we consume "Micro Dramas"—a format that has grown to over 73 million viewers for quick, personal snacks of content. But for anything immersive, the big screen is back. In fact, CTV has now officially overtaken laptops and tablets to become the No. 2 device for streaming in India. What is even more interesting is how this digital surge is co-existing with our traditional habits. While we stream on the big screen at night, the morning still belongs to the print newspaper. According to the Audit Bureau of Circulations (ABC) India, daily newspaper circulation actually grew by 2.77% in the first half of 2025. This "hybrid habit" reflects a deep-seated need for trust. In an era of rapid digital misinformation, we still turn to the physical newspaper for credibility and depth, while going to CTV for entertainment. The habit of starting the day with a paper and ending it with a shared family stream is becoming the new Indian standard. The most interesting part is who is watching and where. While penetration hits 50% in our six major metros, the real "Bharat" story is unfolding in small towns. 75.8 million CTV users are now coming from towns with less than 1 million people and rural areas. I find it fascinating that even where fixed broadband is a struggle, people are tethering their smart TVs to mobile hotspots just to get that cinematic experience. What does this mean for the Indian family? For a while, it felt like individual mobile screens were creating digital silos in our homes. But CTV is acting like a modern "digital hearth." With co-viewing levels reaching 3.1x, it is clear we are returning to shared experiences. I have heard debates on whether this technology destroys our culture, but I see the opposite. In a joint family, CTV and the morning newspaper are often the bridges. They allow a grandparent to read the local news in print and then stream a regional drama at night with the grandkids. It leads to a conversation that was not happening when everyone was isolated on their own phones. Instead of moving away from our roots, we are using this "two-device" future to have the best of all worlds: the newspaper for trust, the phone for the individual, and the TV for the family. We are not just consumers anymore; we are curators of our family’s shared culture. #CTV #OTT #PrintMedia #ABCIndia #OrmaxReport2025 #DigitalIndia #Bharat #FamilyViewing

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JioHotstar’s Connected TV offering puts brands in front of India’s affluent, high-value audiences at scale. According to the WPP x The Trade Desk CTV Report, 44% of India’s CTV universe is NCCS A, highlighting CTV’s strong relevance among affluent consumers. JioHotstar’s CTV viewers further reflect this profile, being more likely to invest, own credit cards and cars, travel, and dine out. #ThinkCTVThinkJioHotstar Kevin Vaz | Bhaskar Ramesh | Shubhra Saraf Sethi | Aashish Gupta | Amrita Choudhary | Supriyo Banerji | Patrick Ignatious | Amandeep Mittal | Srijith Jagdish

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