TV commercials led advertising revenue in India in 2017, says report
Bolstered by digitisation in India, TV commercials led the advertising revenue with a 44.2 % share in 2017 according to IHS Markit.
TV commercials led the advertising revenue in India in 2017, says report
The report further predicts TV commercials to grow at a compound annual growth rate of 14.9 % between 2018 and 2021 as demand for TV content increases.
Meanwhile, an increase in smartphone distribution and internet penetration has bolstered the growth of subscription-based online video market in India.
According to IHS Markit, the number of subscribers will triple its size in 2017 to 18 million in 2021, while subscription revenue will quadruple to about $400m (29.7 billion rupees) by 2021.
The country’s online video advertising revenues amounted to $300 in 2017 and will grow more than three times to $1.0 bn in 2021. This will boost the overall digital advertising revenues to $5 bn in 2021.
There has further been a rise in demand for over-the-top (OTT) platforms like Netflix and Amazon in India which distribute local content.
The Drum earlier spoke with Network 18 Digital CEO Manish Maheshwari on how media businesses are keeping up with the 'feverish' pace of digital disruption in India.