Kantar flags CTV’s reach gap as India advertisers seek unified video measurement
Kantar says India had 166 million monthly Connected TV viewers in Q1 2026, with more than one-third unavailable on linear TV. The measurement gap is driving duplicated reach, ad fatigue and media wastage, strengthening the case for audience-first, cross-screen video planning.
Kantar says India’s growing Connected TV audience is pushing advertisers toward audience-first video planning. Puneet Avasthi highlighted the lack of unified cross-media measurement, calling it a cause of duplicated reach, ad fatigue and media wastage.
Why this matters
Kantar’s warning follows its signal that India’s CTV audience reached 166 million monthly viewers, up 23%, and its alert that influencer and AI ad fatigue can result from click-focused advertising.
Omni-channel is steady, with 1,373 signals recorded in the past 90 days.
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