The CTV Numbers The numbers presented at APOS 2026 paint a clear picture of CTV’s growing dominance. Creator-led cricket content alone generated 190 billion views on the YouTube platform in 2025, with 66% of that consumption time spent on non-live content such as analysis and behind-the-scenes programming. This striking figure demonstrates that audiences are not just tuning in to live matches; they are actively seeking out supplementary content that deepens their engagement with the sport. The fact that two-thirds of consumption time is devoted to non-live content suggests that CTV viewing is becoming a more immersive and comprehensive experience, where fans can delve into analysis, interviews, and behind-the-scenes footage that enriches their understanding and enjoyment of the game.
JioHotstar’s Bharath Ram cited nearly 100 million connected televisions in India as context for the platform’s accelerating CTV push. This figure represents a massive installed base of CTV devices in a market that is often characterized as mobile-first. The presence of 100 million connected televisions means that a significant portion of Indian households now have access to a digital viewing experience on the big screen. This is a game-changer for content creators and distributors, as it opens up new possibilities for high-quality, immersive content that can truly shine on a larger display.
Soni said YouTube now reaches more than 75 million Indian adults aged 18 and above on connected TV screens. This means that over 75 million adults are accessing YouTube content through their television sets, rather than through mobile phones or desktop computers. This is a massive audience that is increasingly turning to the big screen for their digital content consumption. The data collectively pointed toward a market where mobile-first assumptions are being revised at speed. The rapid growth of CTV viewership across Asia has profound implications for the entertainment industry. For content creators, it suggests a shift in content strategy toward CTV optimization.
What This Means for Content Creators The shift to CTV is not just about distribution—it’s about content strategy. Creators are increasingly producing content for the larger screen, and platforms are optimizing for CTV viewing. This means that content is being designed with the television set in mind, rather than the mobile phone. This shift has implications for everything from aspect ratio to production quality. Content creators who want to succeed in the CTV space need to think about how their content will look and feel on a large screen. This means investing in higher production values, optimizing for larger display sizes, and considering the viewing habits of audiences who are watching on television sets.
For example, platforms like YouTube are now optimizing their interfaces for CTV viewing. The YouTube TV app provides a lean-back viewing experience that is more akin to traditional television than to mobile video. This shift has implications for content discovery and engagement. Viewers are more likely to browse and discover content through curated recommendations and channels, rather than through search and social media. Creators need to adapt to this new discovery paradigm if they want to succeed on CTV.
The Regional Variations in CTV Adoption While the overall trend is clear, there are significant regional variations in CTV adoption and usage. In India, the growth of CTV has been driven by the proliferation of affordable smart TVs and streaming devices. The increasing availability of high-speed internet has also played a crucial role. In other parts of Asia, such as Southeast Asia, the growth of CTV has been driven by the increasing penetration of smartphones and the growing popularity of over-the-top (OTT) streaming services. The adoption of CTV is also being driven by the increasing availability of local content on streaming platforms. As more and more content is produced in local languages and tailored to local tastes, viewers are increasingly turning to CTV to access this content.
The Implications for Advertisers The shift to CTV has significant implications for advertisers. CTV advertising offers a unique opportunity to reach audiences on the big screen. CTV ads are typically full-screen, high-quality, and unskippable, making them more effective than traditional digital ads. CTV advertising also allows for more precise targeting. Advertisers can target viewers based on their demographics, viewing habits, and interests. This makes CTV advertising a highly effective way to reach specific audience segments. The shift to CTV is also driving innovation in ad formats. Advertisers are experimenting with new ad formats, such as interactive ads and shoppable ads, that engage viewers in new and exciting ways. As CTV continues to grow, it is likely that advertising spend will shift from traditional television and digital to CTV.
The Role of Data and Personalization in CTV Data and personalization are also playing an increasingly important role in CTV. Platforms like YouTube and JioHotstar are using data to provide personalized recommendations to viewers. This helps viewers discover content that they are likely to enjoy, increasing engagement and viewership. Data is also being used to optimize ad delivery. Advertisers can use data to target specific audience segments and track the effectiveness of their campaigns. This makes CTV advertising a more accountable and effective channel than traditional television advertising. The use of data and personalization is likely to become even more important as CTV continues to grow. Platforms that can effectively leverage data to provide a personalized viewing experience will be best positioned to succeed in the CTV landscape.
The Competitive Landscape in the CTV Space The CTV space is becoming increasingly competitive. YouTube, JioHotstar, and other streaming platforms are vying for viewer attention on the connected television. The competition is driving innovation in content and technology. Platforms are investing in high-quality original content and developing new features to enhance the viewing experience. The competition is also driving consolidation in the CTV space. Platforms are partnering with each other and acquiring other companies to strengthen their positions in the market. The competitive landscape is likely to continue to evolve as CTV grows and becomes a more important part of the entertainment industry.
The Impact of 5G on CTV The rollout of 5G networks across Asia is also having a significant impact on CTV. 5G provides faster and more reliable internet connections, enabling seamless streaming of high-quality video content on CTV. This is making CTV an even more attractive option for viewers. 5G is also enabling new CTV applications, such as interactive streaming and augmented reality experiences. As 5G networks continue to expand, they are likely to drive further growth in CTV viewership and content innovation.
The Future of CTV in Asia The future of CTV in Asia is bright. The trend is clear: viewers are increasingly turning to the big screen for their digital content consumption. This trend is being driven by the proliferation of affordable smart TVs, the increasing availability of high-speed internet, and the growing popularity of OTT streaming services. The future of CTV will be characterized by continued growth in viewership and advertising spend. It will also be characterized by increasing innovation in content and technology. As CTV continues to evolve, it will become an increasingly important part of the entertainment industry in Asia. The data presented at APOS 2026 suggests that the CTV revolution is already well underway. Platforms like YouTube and JioHotstar are at the forefront of this revolution, and they are poised to benefit from the continued growth of CTV viewership across Asia.
Challenges and Opportunities for the Future While the future of CTV is bright, there are also challenges that need to be addressed. One of the biggest challenges is the fragmentation of the CTV market. There are many different CTV platforms, each with its own content, interface, and advertising model. This makes it difficult for viewers to navigate the CTV landscape and for advertisers to reach their target audiences effectively. Another challenge is the quality of content available on CTV. While there is a growing amount of high-quality content on CTV, there is also a lot of low-quality content that can detract from the viewing experience. Despite these challenges, the opportunities for CTV in Asia are immense. Platforms that can provide a seamless, personalized, and high-quality viewing experience will be well-positioned to succeed in the CTV landscape. Advertisers that can effectively leverage CTV advertising to reach their target audiences will also benefit from the growth of CTV viewership. The connected TV is rapidly reshaping the home screen across Asia, and the implications for content creators, broadcasters, and advertisers are profound. The shift from mobile-first to CTV-first is redefining the entertainment industry and creating new opportunities for those who are willing to adapt to the changing landscape. As CTV continues to grow and evolve, it will become an increasingly important part of the media and entertainment ecosystem in Asia. The data and trends presented at APOS 2026 make it clear that CTV is not just a passing trend but a fundamental shift in how audiences are consuming content, and it is a shift that will shape the industry for years to come.
