Streaming advertising revenue made up 27 per cent of the total TV revenue share in 2024, while linear TV reported a decline in performance globally, reported Group M.
During the GroupM’s annual This Year Next Year event, the company talked about how linear TV is on the decline but the overall medium is expected to grow at 2 per cent globally thanks to the revenues brought in by streaming.
“For the first time, we are seeing linear TV de-growing. Growth challenges in the FMCG sector as well as stress on the overall urban middle class consumption are impacting TV space. The industry will have to invest in new forms of distribution, unified measurement and targeting to find new avenues of growth. It is not that we are not consuming TV,” said Ashwin Padmanabhan, Chief Operating Officer at GroupM.
He added that while the company talked about linear TV’s degrowing, when paired with streaming the medium was to be considered at a point of inflection in 2025. He anticipated “interesting trends” for TV in 2026 but expected a flat performance for overall TV in 2025.
CTV an emerging medium in 2025
For 2025, GroupM marked out Connected TV (Smart TV) to become the number one choice for advertising considering its potential to drive hyper-personalised and hyper-localised TV ad solutions.
“The impact of big screen viewability and the power of programmatic advertising makes CTV advertising the most impactful ad experience driving. Beyond the rise of OTT content consumption, there are now over 200 FAST channels streaming on CTV ecosystem, increasing the ad supported content and providing greater scale to CTV advertising,” said GroupM in its report.
Further, it estimated CTV household base to exceed 65 million in 2025, covering around 30 per cent of Indian TV households. Currently, the highest contribution to user base comes from outside metro cities of India.