The Expansion of India's AVOD Market Influencing CTV Advertisement Trends in 2024

In 2024, India's Connected Television (CTV) market is witnessing significant shifts in its advertising landscape, a trend influenced heavily by the adoption of ad-supported subscription models. Last year marked a pivotal point where major Indian networks' streaming services wholeheartedly adopted the advertising-based video on demand (AVOD) model, which now stands as the fastest-growing segment within the CTV arena. This burgeoning sector allows viewers free or inexpensive access to content, supplemented by advertisements, and has been instrumental in redefining content consumption patterns in India.

The Rise of AVOD and FAST Services

AVOD services have been swiftly followed by the proliferation of free ad-supported television (FAST) options. These platforms offer a no-cost television experience, serving as an attractive alternative for consumers who are price-sensitive or averse to subscription fees. The increased competition among streaming services has catalyzed the need for varied revenue-generating strategies, where AVOD and FAST play pivotal roles. As these services flourish, they are set to redefine advertising methods and revenue models for OTT players in India's dynamic media landscape.

Market Dynamics and Investor Interest

As the market for AVOD grows exponentially, it is important to monitor the investment opportunities it presents. The rise of AVOD and FAST services impacts not only media and advertising companies but also the broader eco-system including technology providers and content creators. Investors tracking stocks in the Indian market should consider these developments as they reflect on portfolio strategies. Observing the effects of AVOD's ascendance on consumer behavior and advertising spend allocation can offer valuable insights for informed investment decisions.

AVOD, CTV, India