MiQ has released its latest Advanced TV Report India, offering new insights into how Connected TV and streaming behaviour is evolving across the country. The findings draw from consumer and advertiser surveys and come at a time when India’s active CTV user base has expanded by more than 87% year-on-year, reaching over 129 million people.

The report highlights a shift toward multi-device consumption: 93% of viewers watch video on mobile, while 71% continue to use television screens. On average, Indian viewers subscribe to three streaming platforms, spending more than Rs 1,360 per month, with 67% planning to add more services.

Growth in the hardware ecosystem mirrors these trends. Sales of 55-inch and above smart TVs rose 43% in 2024, and the combination of broadband homes and budget smart

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