Indian digital ads surge in world’s fastest growing online economy

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Indian digital ads surge in world’s fastest growing online economy
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US tech companies YouTube and Meta can expect to achieve rapid growth in video revenues, say analysts

Growth in digital advertising is rocketing in India, as marketers bet that video streaming, influencers and online shopping will win over more consumers in the world’s most populous nation. Online advertising is set to become one of the fastest-growing segments of India’s rapidly expanding digital economy, according to forecasts by technology research company Omdia. India is predicted to be the world’s fastest growing digital economy between now and 2027, recording compound annual growth of 9.

Some media companies are so convinced by the profit potential of online advertising that they are giving away their most valuable assets to viewers. Viacom18, which is part owned by Network18, last year spent Rs237bn on rights to stream the world’s biggest domestic cricket tournament, the Indian Premier League, on its streaming app JioCinema.

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