India's Connected TV Boom Hints At Next Big Ad Revenue Hub

By Patricia Miller


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India's CTV industry is experiencing a dramatic surge, indicating that India could offer a treasure trove of advertising opportunities in this dynamic market.

Multimedia video concept on media wall, TV streaming channels.

QYOU Media Inc. (TSXV: QYOU) (OTC: QYOUF) has announced an agreement with Bollywood Hungama to launch a new Connected TV (CTV) channel in Q4 2023 called Bollywood Hungama - Powered By The Q. The new channel, covering Bollywood movies, music, and entertainment, will leverage the combined power of both companies in the social media world.

QYOU Media produces and distributes digital content from social media influencers in India and the United States. Meanwhile, Bollywood Hungama is India’s Premiere Bollywood and Music Entertainment destination, with over 70 million users.

Bollywood Hungama - Powered By The Q will be exclusively available on the Q Play+ app along with leading Connected TV platforms including Samsung TV Plus, Amazon Fire TV, Xiaomi, TCL, One Plus and other Connected TV (CTV) brands.

The addition of this new channel strengthens the network’s growing list of channels in the emerging FAST (Free Ad Supported TV) channel ecosystem, marking a significant milestone for QYOU Media India, as it bolsters its commitment to delivering top-quality, entertaining content to its diverse and ever-growing audience base.

​​This agreement comes after QYOU Media India teamed up with the Isha Foundation to debut a channel to spotlight spiritual guru Sadhguru. This Connected TV channel focuses exclusively on spiritual and well-being content.

The Significance of India’s CTV Opportunity

India is experiencing explosive growth in the global CTV industry, with penetration tripling in the last eighteen months. In fact, Indian CTV, including smart TV integration, is expected to reach 60 million homes in 2025.

Although ad spend is still relatively new to this space in India, the global CTV industry is now responsible for generating $25.9 billion in ad revenue in 2023, according to Group M’s midyear forecast.

With CTV adoption rocketing, advertisers will soon realize the untapped potential of this market. In fact, India could very well become a cornerstone of this multi-billion-dollar industry. And let's not forget the consumers. With more CTVs come more personalized, interactive, and on-demand entertainment options, elevating the whole TV-watching experience to new heights.

This is something QYOU recognized early on, driving its establishment of a significant foothold in the Indian entertainment arena.

Meanwhile, Artificial Intelligence (AI) is revolutionizing the CTV industry, making favorite shows and movies more accessible than ever. AI-driven recommendation engines tailor content to individual tastes, ensuring you find your next binge-worthy series faster. Automatic Content Recognition (ACR) makes the experience even more intuitive by identifying what you're watching and serving up related content or ads.

The age of data-fueled TV performance has truly arrived, transforming not just how we watch but what we watch. With this growth in AI and ACR, the CTV industry is expected to dominate television viewership and ad revenue growth going forward. Early entrants in the space stand to gain considerably, which is why QYOU and Bollywood Hungama are so keen to see this new channel come to life.

In the past year, over 90% of all TVs sold in India were Smart TVs, bringing all these cutting-edge features right into Indian living rooms. The future is clearly streaming, connected, and interactive, which means this dynamic environment offers massive untapped riches for advertisers seeking to enter the space.

Curt Marvis, CEO and Co-Founder of QYOU Media, commented:

“We continue to build key channel partnerships that are establishing a dominant portfolio of Smart TV channels under the Q brand. As penetration and user engagement grows, advertisers in India will increasingly rely on CTV as a primary platform to reach consumers. We have seen this happen in other territories around the world as witnessed by the massive rise in ad revenue in CTV. India is steadily joining the party and we plan on having a significant seat at the table as audiences, advertisers and revenues grow.”

For viewers and advertisers alike, the CTV landscape promises unprecedented opportunities. The next wave of entertainment and advertising is here, and for early birds like QYOU, it looks to be smarter, more connected, and more profitable than ever.

Who is QYOU Media?

QYOU Media Inc. (TSXV: QYOU) (OTC: QYOUF) is one of the fastest-growing creator-media companies around. The business operates in India and the United States, producing, distributing and monetizing content created by social media influencers and digital content stars. In fact, QYOU Media’s millennial and Gen Z-focused content reaches over one billion monthly consumers worldwide. The company was founded and created by industry veterans from Lionsgate, MTV, Disney and Sony. 

In India, under its flagship brand The Q and on Connected TV, QYOU curates, produces and distributes premium content across television networks, video-on-demand (VOD) and over-the-top (OTT) platforms via mobile phones, smart TVs and app-based media. The Q‘s Indian channels include The Q, Q Kahaniyan, Q GameX, Q Comedistaan and Sadhguru TV.

Additionally, QYOU has numerous content destinations, apps and gaming platforms engaging over 125 million Indian households weekly. The company’s influencer marketing company, Chtrbox, has been a pioneer in India’s creator economy, leveraging data to connect brands to the right social media influencers.

Meanwhile, QGamesMela is a recently launched casual gaming business leveraging access to the large audience enjoyed by Q India products.

In the United States, QYOU powers major film studios, game publishers and brands to create content and market via creators and influencers. For instance, a recent record-breaking post for Mission: Impossible Dead Reckoning amassed over 140 million views.

Plus, some of its QYOU USA influencer partners were honored and named in the Forbes Top Creators list of 2023.

What is Bollywood Hungama?

Bollywood Hungama, a leading entertainment website and social media destination, focuses on the Indian film industry.

With long-standing status, Bollywood Hungama provides a comprehensive mix of news, reviews, interviews, and box office updates. It's a go-to source for Bollywood enthusiasts who want to stay updated on the latest happenings in India’s entertainment business, with everything from film releases to celebrity gossip.

Owned by Hungama Digital Media Entertainment, the website also offers video content, including trailers, interviews, and exclusive behind-the-scenes footage. With its user-friendly interface and extensive content library, Bollywood Hungama serves as a one-stop destination for anyone interested in the pulse of India's vibrant film industry.

The new Bollywood Hungama channel will leverage the combined power of both companies in the Indian social media sphere. This marks a very exciting moment for QYOU as the significance of India’s CTV growth is expected to attract a growing number of media buyers looking to advertise in the space.


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