Connected TV ecosystem gets big boost from free IPL streaming

Viacom18’s decision to offer Indian Premier League (IPL) streaming free of cost has fuelled the consumption and penetration of connected TV (CTV), experts say.

“We are seeing an uptick in the reach of connected TVs this year. At the end of five weeks, CTVs will have over twice the reach of HDTVs. We also made IPL streaming free for all network subscribers this year. The removal of a paywall extended our reach,” Viacom18 Sports CEO Anil Jayaraj told ET.

Madison World Chairman Sam Balsara said CTV is a great proposition because it gives marketers the brand-building capabilities of television along with the sharper targeting of digital.