Television co-viewership in India in 2023, by audience type
According to a survey on television consumption habits across India in 2023, 32 percent of respondents viewed addressable TV with a partner in India. Meanwhile, 21 percent of respondents viewed non-addressable TV with relatives. Co-viewing in India typically involves a group of three to four individuals. As connected TV brings addressable TV to the living room, it expands the audience significantly.