November 2025

1. Overall Advertising Market Trends India’s total advertising market has grown steadily at a compound annual growth rate (CAGR) of around 6–7% over the past five financial years. It crossed the ₹1 lakh crore mark in fiscal 2025 CRISIL. For 2024, Magna Global reports ad spend reached ₹1.22 lakh crore, marking an 11.8% annual growth. […]

OTT (Over-The-Top) advertising refers to delivering ads through streaming services and platforms that bypass traditional cable or satellite TV. These platforms stream content directly to users via the internet on devices such as smart TVs, mobile phones, laptops, and tablets. Think Netflix (ad-supported), Disney+ Hotstar, Amazon Prime Video (Freevee), Hulu, YouTube, MX Player, ZEE5, and