The connected TV (CTV) landscape in India’s news broadcasting is throwing up intriguing insights, with the latest Chrome Digital Track report for Week 15’25 revealing a fascinating dichotomy. While one prominent Hindi news channel is capturing the lion’s share of unique viewers, another is demonstrating a remarkable ability to deeply engage its audience. What does this tell us about the evolving consumption patterns on smart televisions?
According to the recent data released by Chrome Digital Track, ABP News has emerged as the top Hindi news channel on Connected TVs (CTV) in India when it comes to unique viewers. This metric signifies the number of distinct households that tuned into the channel during the specified period. With a notable 1.17% of surveyed CTV households watching ABP News, the channel showcases its wide reach and ability to attract a significant audience on this increasingly popular platform for news consumption. This achievement underscores ABP News’s strong brand recall and its effectiveness in drawing viewers to its content on connected devices.
Interestingly, while ABP News leads in overall unique viewership on CTV, Republic Bharat stands out for its exceptional viewer engagement. The report highlights Republic Bharat’s impressive 2.10% conversion rate from Opportunity to See (OTS) to unique viewers. OTS, in this context, represents the availability of a FAST (Free Ad-Supported Streaming Television) channel across CTV homes in India. Despite having a lower OTS of 49.20% compared to its competitors, Republic Bharat demonstrates a remarkable ability to captivate the viewers who have access to the channel, leading to higher engagement levels. This suggests a strong stickiness and viewer loyalty for Republic Bharat’s content on the CTV platform.
The Opportunity to See (OTS) is a crucial metric in understanding the potential reach of a FAST channel on CTV. It’s a weighted average representing the presence of a channel on connected devices, calculated based on different Original Equipment Manufacturers (OEMs). A higher OTS indicates that a channel is available on a larger percentage of CTV homes in India. In Week 15’25, TV9 Bharatvarsh led in OTS with 67.57%, followed by ABP News (65.62%), Aaj Tak (64.19%), India TV (63.62%), and Good News Today (63.15%). Republic Bharat’s lower OTS suggests that while it may not be available on as many CTV devices as some of its competitors, it excels at converting its available reach into actual viewership.
The Chrome Digital Track report also sheds light on the growing significance of FAST channels within India’s CTV ecosystem. With 134 FAST channels spanning 33 genres, including news, movies, and music, this segment is rapidly becoming a key component of how Indian audiences consume content on their smart televisions. The increasing adoption of FAST channels reflects a broader shift towards ad-supported, subscription-free content that offers a linear TV-like experience on connected devices.
The data from Chrome Digital Track provides valuable insights into the evolving dynamics of news consumption on Connected TVs in India. While reach remains a critical factor, engagement is proving to be a significant differentiator. ABP News’s leadership in unique viewership highlights its broad appeal, while Republic Bharat’s high conversion rate underscores its ability to keep viewers hooked. As the CTV landscape continues to expand, understanding these nuances will be crucial for news broadcasters looking to effectively reach and engage their target audiences on this increasingly important platform.
Summary:
- ABP News topped the Hindi news FAST channels on CTV in India in terms of unique viewers during Chrome Digital Track Week 15’25.
- Republic Bharat led the engagement metrics with the highest conversion rate from OTS to unique viewers.
- Opportunity to See (OTS) indicates channel availability on CTV homes, with TV9 Bharatvarsh leading in this metric.
- FAST channels are experiencing rapid growth and are becoming a significant part of CTV content consumption in India.
- The report highlights the importance of both reach and engagement for news channels on the evolving CTV platform.