June 25, 2025
The Current State of Interactive CTV in India
Connected TV (CTV) has emerged as a significant platform in India’s evolving digital landscape, with approximately 45 million households now owning smart TVs. However, the interactive advertising capabilities in this space remain nascent compared to global markets. The technology infrastructure to support sophisticated interactive experiences is still developing, creating a gap between potential and current execution.
Leading original equipment manufacturers (OEMs) are establishing the foundation for interactive advertising, while regional and long-tail OEMs are playing catch-up. This fragmentation creates inconsistent user experiences across the CTV ecosystem and presents challenges for standardized advertising approaches.
QR Codes: The First Wave of Interactivity
Currently, QR code integration represents the most widespread form of CTV interactivity in India. These implementations are primarily limited to over-the-top (OTT) platforms, creating a basic bridge between television and mobile engagement. While functional, this represents only the most elementary form of interactivity possible.
The real growth potential lies with advertising technology players who are developing SDK-based interactions that offer more sophisticated engagement options. However, adoption across OTT platforms will take considerable time and will likely be driven by major adtech companies that already contribute significantly to the publisher ecosystem. These established players have both the technical resources and industry relationships to drive meaningful change.
Mobile as the Second Screen Companion
A critical insight for the Indian market is understanding that mobile devices will remain the primary interactive tool for most viewers. Rather than designing complex remote-based interactions, more effective strategies focus on creating simple television overlays that prompt mobile engagement.
OEMs are experimenting with first-screen mastheads and similar formats that can showcase product details and drive interaction. This approach has proven successful globally and represents a more realistic path forward than expecting widespread adoption of complex remote-control interactions.
The Balancing Act: Engagement Without Intrusion
As the industry develops, advertisers and technology providers must focus on creating interactions that enhance rather than disrupt the viewing experience. The risk of viewer alienation through overly complex or intrusion-heavy ad experiences is substantial.
In a growing market like India, leading by example is crucial. Early implementations will set user expectations and industry standards. Advertisers should prioritize meaningful engagement metrics and efficient use of ad dollars rather than pursuing novelty for its own sake.
Growth Drivers: Extended Viewing Sessions and Gaming
Two significant behavioral factors position CTV for interactive success in India. First, with increasing consumption of streaming content and show binging, viewers frequently return to home screens, creating multiple opportunities for non-disruptive ad interactions that can boost brand recall. Second, major platforms including Netflix, Samsung, Jio Ads (with Jio Games), and YouTube are incorporating gaming experiences on television. This familiarizes users with using their remotes for interaction beyond simple navigation, establishing behavioral patterns that interactive ads can leverage.
The Path Forward
For interactive CTV advertising to realize its potential in India, several developments are necessary. The industry requires standardized measurement frameworks that accurately capture engagement across platforms. Technical integration standards must be established, allowing advertisers to deploy interactive elements consistently across the fragmented device ecosystem. Simplified creation tools are needed to enable advertisers to develop interactive experiences without specialized technical knowledge, democratizing access to this emerging medium. Additionally, user education will be crucial to establish expectations and comfort with interactive formats among viewers. The companies that will lead this transformation will be those that recognize the unique characteristics of the Indian market rather than simply importing solutions from more developed markets.
In conclusion, Interactive CTV advertising in India represents a significant opportunity, but one that requires realistic assessment of current capabilities and consumer behaviors. The market will grow through thoughtful implementation of mobile-integrated experiences and gradual introduction of more sophisticated interactions as technology infrastructure and user familiarity develop.
For advertisers and media companies looking to capitalize on this emerging channel, success will come from patient investment in formats that deliver measurable results without disrupting the viewing experience. The foundation being laid today by leading OEMs and adtech companies will determine how quickly and effectively interactive CTV advertising can scale across India’s rapidly expanding smart TV landscape.