YouTube and CTV in India: Complementary or competitive?
CTV and YouTube are largely serving as complementary brand objectives, but the measurability of platforms is a differentiator in some cases, note experts
In the past few weeks, we’ve looked closely at two of Indian advertising’s most prominent screen-based battlegrounds.
One, the rise of Connected TV as a brand-safe, precision-targetable haven blending digital’s control with television’s attention; the other, YouTube dominance and its surging revenues and growing dominance even on the biggest screen in the house.
What emerges from both stories is a sharp tension in Indian video advertising strategy: as more consumers stream content across devices, and more brands unlock budgets across screens, is this becoming a zero-sum game between YouTube and CTV platforms? Or are Indian advertisers learning to make both work in tandem?
Same Screens, Different Mindsets
“In India, it's not CTV versus YouTube; it's CTV plus YouTube,” says Karan Kumar, CMO of Hero Realty. “Content planners see them as parallel levers. YouTube remains dominant due to its scale, data, and ability to facilitate short-form engagement. However, CTV offers something else: lean-back attention, long-form storytelling, and near-cinema-quality in-home experiences.”
(This is advertorial content curated by partner team.)
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