CTV users' attitude towards ads India 2022

Published by
Tanushree Basuroy,
Jul 7, 2025
A survey conducted in August 2022 on connected TV (CTV) consumption in India indicated that CTV audiences were more willing to watch ads than their linear TV counterparts. About ** percent of respondents chose to engage with relevant ads while another ** percent had better ad recall than DTH/cable users. A fair share justified watching ads if it allowed them to watch good content in exchange.
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Attitude of connected TV users towards advertisements in India as of August 2022

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Release date

August 2022

Region

India

Survey time period

August 1 to August 20, 2022

Number of respondents

2,100 respondents

Age group

18 years and older

Special properties

internet users across 36 Indian cities with at least one TV at home

Method of interview

Online survey

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