JioStar PresentsThe Collective

"What I believe is that Connected TV is no longer an experiment right now. It has moved and it's become the centre. And what we've seen from the industry perspective is that it's currently at 60 Million households."

"OTT with Connected TVs is a very brand-safe environment. So CTV is actually not cannibalising anything. It's a great enabler, a great complement to mainstream TV."

"Connected TV actually gives you the premise to talk in a larger format, because money conversations are happening in the family. And gone are those days when the decisions were taken by one person. It's now actually a family conversation. So money is taboo, but the conversation is still family. So I think that CTV gives a larger premise to come together and also talk about it."

"A trend that we see is also that of collective viewing. So in a living room where you have a Connected TV, people are coming together and watching it."

"I was reading JioHotstar's CTV Playbook, and a metric mentioned was that while we have 60 million CTV adopters, a large portion of them have only one smart TV at home. Since the smart TV provides a better viewing experience, it is largely placed in the drawing room, making the viewers inherently a very premium segment."

"Connected TV is co-viewed. And co-viewing is an important part because it’s not just about viewership; it’s part of a culture, a pattern that’s never going to go away."