How India’s Ad Fatigue Is Pushing Monetisation Models to Evolve
India’s television habits have undergone a quiet revolution. With over 120 million Connected TV (CTV) users in 2026, the living room screen is no longer a passive broadcast medium – it is an on-demand, viewer-controlled environment where attention is earned, not assumed. And that shift is forcing advertisers to confront an uncomfortable truth: the old playbook isn’t working anymore.
From home screen placements that meet viewers before content even begins, to pause-screen formats and contextual overlays that work with the viewing experience rather than against it, Connected TV is giving brands an entirely new canvas to work with.
Today’s Smart TV viewer isn’t rage-quitting ads or reaching for the remote. The disengagement is subtler than that – a glazed look, a phone picked up, a mental checkout that leaves brands talking to no one. Viewers aren’t rejecting advertising outright; they’re rejecting advertising that feels interruptive, irrelevant, or repetitive.
The industry...
Copyright of this story solely belongs to thetechpanda.com. To see the full text click HERE
