YouTube India Pivots to Connected TV as Primary Prime-Time Viewing Hub

YouTube India is aggressively positioning Connected TV (CTV) as the new cornerstone of domestic prime-time entertainment. During the APOS conference in Bali, Country Managing Director Gunjan Soni revealed that CTV has become the platform’s fastest-growing segment in the region, currently reaching an audience of over 75 million adults. This shift marks a significant evolution in consumer behavior, as viewers increasingly migrate from mobile devices to living-room screens for long-form content.

To capitalize on this trend, YouTube has introduced a three-pillar strategy designed to deepen its integration with India’s media and entertainment (M&E) sector. The framework focuses on promotional distribution, revenue diversification, and format modernization. By providing partners with these tools, YouTube aims to transform how traditional media companies leverage the platform to reach audiences who are moving away from linear television in favor of digital-first, high-definition streaming experiences.

This strategic pivot carries major implications for the Indian advertising and content landscape. As YouTube cements its status as a primary screen, it forces a re-evaluation of traditional broadcast models. For M&E partners, the ability to modernize content formats and diversify revenue streams through YouTube’s ecosystem offers a vital lifeline in an increasingly fragmented market. Ultimately, this move signals that YouTube is no longer just a supplement to traditional media, but a direct competitor for the prime-time attention of the Indian household.