Featuring Neha Saxena Acharya, VP – Marketing and Sonica Sharma, Sr. Director, Advertiser Sales at Affinity Global, the discussion examined India’s expanding CTV ecosystem. With an estimated 6.2-6.5 crore CTV households and 20.7 crore active users, festive CTV ad spends are projected to reach ₹1,200 crore by the end of 2026.

The conversation also highlighted how CTV can work alongside mobile to create more connected brand experiences. With 88% of viewers using another device while watchi, brands have an opportunity to engage audiences across screens and better measure campaign outcomes.

As CTV viewership grows beyond metros, localisation becomes increasingly important to festive media planning. The discussion underscored how CTV can complement print and outdoor through adaptable creatives, audience targeting and integrated campaigns designed to reach consumers across markets.