Future of Video India 2025

Date and time: 2 May 9AM-6PM IST

Location: Trident, Bandra Kurla (BKC), Mumbai

Venue: Cullinan, Level 2

The Future of Video India 2025 – Transformation, Innovation and Unprecedented Growth

India’s premium video industry is undergoing rapid transformation, fueled by an increase in OTT platform subscriptions, the rise of ad-supported models, a growing investment in local content and industry consolidation. Valued at $1.7 billion in 2023, analysts expect the industry to nearly double by 2028. This growth positions India as the fastest-growing OTT market in APAC.

As subscription-based OTT services, ad-supported models, and evolving consumer behaviors gain traction, India’s premium video ecosystem is beginning to offer unique opportunities for brands, advertisers, and content providers.

Key themes for the Future of Video India 2025 include:

State of Video – Looking Beyond and Regulatory Growth Initiatives
Big Waves in the Stream
Linear and Cable TV – Survival and Innovation
Investing in Local: Fuelling Content Growth
It’s All About the Money: Advertising Trends in Video

Future of Video India is in partnership with WAVES 2025.

Agenda

Speakers

Abhay Shanker Verma
Principal Advisor 
 (Broadcasting & Cable Services) 
Telecom Regulatory Authority of India
Deepak Dhar
Founder & Group CEO
Banijay Asia and Endemol Shine India
Vanita Kohli-Khandekar
Contributing Editor
Business Standard
Ashwin Padmanabhan
Chief Operating Officer
GroupM South Asia
Prasad Sanagavarapu
Chief Operating Officer
INVIDI
Akila Jayaraman
Head of GTM – Strategy & Marketing
JioAds
Gaurav Laghate
Senior Editor
Mint
Dinesh Joshi
Vice President – Product Monetisation & Analytics
NDTV
Monika Shergill
VP - Content
Netflix India
Vynsley Fernandes
Whole-time Director, Hinduja Global Solutions Ltd & CEO
NXTDIGITAL
Gaurav Gandhi
Vice President, Asia Pacific & MENA
Prime Video
Clem Birdsall
Senior Publisher and Platform Director – APAC
Publica by IAS
Luke Smith
Senior Director, CTV & Online Video, APAC
PubMatic
Bhavna Saincher
Head Insights & Client Solutions
Samsung Ads India
Arghya Chakravarty
Chief Operating Officer
Shemaroo Entertainment
Gaurav Banerjee
Managing Director & Chief Executive Officer
Sony Pictures Networks India
Ranjana Mangla
SVP and Head of Ad Revenue, Sony LIV
Sony Pictures Networks India
Clare Bloomfield
Chief Policy Officer
AVIA
Gregory Ho
Senior Advisor
AVIA
Louis Boswell
CEO
AVIA

Speaker Interview

Clem Birdsall

Senior Publisher and Platform Director – APAC

Publica by IAS

Connected TV (CTV) and streaming hold great advertising potential. What are some of the common challenges and key concerns across the region holding back its growth?

In India, the growth of CTV and streaming as advertising channels is promising but currently faces several barriers: fragmented device ecosystems, lack of standardised measurement metrics, and limited access to granular audience data – which makes it difficult for advertisers to accurately target and measure ROI.

Additionally, high infrastructure costs and variable internet quality across regions hinder a consistent user experience. The complexity of integrating traditional TV and digital planning also slows down media buying decisions, while regulatory uncertainties around data privacy further complicate the ecosystem. Overcoming these concerns will be critical to unlocking the full advertising potential of CTV in India.
What are some of the key lessons that can be drawn from other regions such as Australia?

Australia offers valuable lessons for India as it looks to accelerate CTV adoption and monetisation. One key takeaway is the importance of industry-wide collaboration in establishing standardised measurement frameworks, such as OzTAM’s Voz streaming, which provides consistent cross-platform data. This transparency builds advertiser confidence and drives investment.

Additionally, the Australian market has successfully balanced premium content with accessible ad-supported models, ensuring sustained viewer engagement without over-reliance on subscriptions. India can benefit by adopting similar approaches, fostering collaboration among broadcasters, tech platforms, and advertisers, while prioritising user experience and data-driven strategies to scale the CTV ecosystem.
Free Ad Supported Television (FAST) has not yet truly taken off in Asia. Will it ever and are there insights and lessons that can be gleaned from the experience from other regions?

FAST channels have yet to gain significant traction in India, primarily due to strong competition from entrenched free-to-air TV, linguistic diversity, and the dominance of mobile-first consumption. However, the format holds long-term potential as smart TV penetration increases and audiences seek lean-back, curated viewing experiences without paywalls.

The success of FAST in the US and parts of Europe shows that consumers are receptive to ad-supported content if it is easily accessible, localised, and high-quality. For India, a tailored approach, combining regional language content, genre-specific channels, and seamless tech integration, could pave the way for FAST’s eventual growth, especially among cord-cutters and value-conscious viewers.

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