CTV is Gen Zs new crush. Are marketers getting the hint?

Posted on 22nd Jul 2025

Gen Z doesn’t like brands shouting at them; they want subtle, relevant messages. That’s why CTV is a great option, say experts

alpha.one Blog | What is Connected TV? How to Get The Most Out of Your CTV Ads

For years, Gen Z has baffled marketers, selective in what they watch, resistant to traditional advertising, and notoriously quick to switch platforms. But Connected TV (CTV) may finally be changing that. Once an experimental format, CTV is now gaining ground as the preferred medium to engage India’s youngest and most digital-savvy audience, with marketers calling it “non-negotiable” in today’s media mix.

According to the Pitch Madison Advertising Report 2025, CTV advertising in India grew nearly 35% in 2024, reaching around Rs 1,500 crore. By the end of 2025, India is projected to have 50–60 million CTV households, with ad revenues expected to touch Rs 2,300–2,500 crore.

“It’s now the centrepiece of our brand-building strategy”

Aatika Ansari, head of marketing and digital at Pernod Ricard India, sees CTV as central to how the company now approaches brand building, especially for its fastest growing whiskey label in India.

“CTV is no longer a test platform. It is now the centrepiece of our brand-building strategy,” said Ansari.

Referring to Gen Z, she explained, “They don’t really watch cricket regularly. But they showed up during the World Cup, especially when India was winning. So, we ensured Jameson was visible during the semi-finals and finals, supporting India, and that worked well for us.”

In a category where regulatory constraints limit advertising, the ability to appear in culturally significant moments is a game changer. Pernod Ricard used static and GIF creatives—contextual, subtle, and visually cohesive—to appear during live sports, like the World Cup and English Premier League.

“CTV adds a layer of credibility, especially in our category. In India, if you’re not on TV, it’s often assumed you’re not a credible brand by consumers and trade alike,” said Ansari.

But she’s quick to clarify what CTV is and isn’t.

“Let’s be honest, people aren’t shopping from their TV screens. Even if you add QR codes, the user is there to watch, not transact. So, you play with that moment, reinforce the brand, and move on. Retargeting can come later.”

Ansari believes the key is understanding and respecting the viewer.

“Gen Z is way smarter than we think. They’re evolved, skeptical, and prefer to form their own judgments. They don’t want brands shouting at them, they want subtle, relevant messages. That’s why I think CTV is a great option,” she said.

For premium brands, premium screens

Reetesh Gade, head of marketing at TBZ – Tribhovandas Bhimji Zaveri, echoed the sentiment, pointing out that CTV inherently caters to a more affluent, urban demographic—exactly the audience TBZ is trying to reach.

“CTV naturally aligns with that segment because it requires a certain level of investment — a smart TV, a stable Wi-Fi connection, and so on. These are typically found in premium households. That’s why we began advertising on CTV.”

For TBZ, CTV enables family-based, lean-back viewing during moments of togetherness—especially important for a legacy jewellery brand targeting household decision-makers.

“CTV alone may not be enough to drive the full impact, but it’s absolutely essential as part of the larger media mix. Just like print, outdoor, and radio, CTV now plays a vital role. It’s a must-have in today’s media landscape,” said Gade.

Emotional storytelling meets modern identity

In emotionally driven categories, the immersive format of CTV offers added depth. Sujala Martis, director – consumer marketing (India), Platinum Guild International, sees it as a rare opportunity to connect through identity and symbolism—especially with a younger, more values-driven consumer.

“Our core affinity lies with a younger audience who is drawn to what is rare, symbolic, and expressive of identity,” she said. “For a category like platinum, which thrives on emotional nuance, symbolism, and self-expression, CTV’s lean-back format enables immersive, high-affinity storytelling. It allows us to build both awareness and consideration—not just at the top of the funnel, but as part of a broader, cross-device narrative that encourages discovery and deeper exploration.”

Campaigns like Platinum Love Bands, Men of Platinum, and Platinum Evara all use CTV to blend long-form storytelling with values like individuality, aspiration, and modern love. Martis sees the medium not just as a tactical tool, but a strategic investment.

“Ultimately, our investment in CTV isn’t just about driving current engagement. It’s about shaping desire, seeding aspiration, and building the foundation for long-term category growth.”

“For Gen Z, TV means connected TV”

Nisha Sampath, brand consultant, believes the transformation is cultural and permanent.

“For the younger generation, TV means a connected TV, not a cable channel,” she said. “They embrace CTV for its immersiveness and impact. It complements their multi-screen behaviour hence it provides an effective, targeted platform to connect to this audience.”

Sampath added that the trend won’t remain confined to Gen Z for long. “And I think that it won’t remain restricted to Gen Z. As connected TV households grow, the logic will soon apply equally to other audiences.”

A recent study by Samsung Ads and Kantar provides concrete evidence of CTV’s rising influence, particularly among Gen Z. Analysing over 100 brand lift campaigns, the study found Gen Z (ages 18–24) to be not only active consumers of CTV content but also the most responsive to ads served on the platform.

Audiences exposed to ads on Samsung Smart TVs saw 9.1% uplift in brand favorability and 8.5% increase in purchase intent of GenZ .

These are critical gains across the brand funnel, from awareness to consideration and eventual intent, making CTV an especially powerful tool in high-involvement categories.

“As connected TV matures into a full-funnel marketing channel, this study provides compelling evidence of its strategic value, particularly in driving favourability and purchase intent among younger audiences,” said Ebu Isaac, vice president, insights division, Kantar. “Connected TV emerges as a critical platform that combines precision, scale, and measurable impact, as advertisers seek to build meaningful connections with the Gen Z.”

A medium designed for the moment

CTV is not just a response to shifting viewer habits, it's a way to reimagine brand messaging in an era where attention is fragmented across screens, formats, and platforms.

Gen Z isn’t passively watching; they’re engaging, skipping, pausing, and switching devices. In this dynamic context, CTV stands out for enabling emotionally resonant storytelling at scale.

And while it may not yet rival traditional television or performance marketing in terms of absolute spend, its role is becoming indispensable.

As experts put it, “It won’t remain niche for long.”

For Gen Z, a generation that values control, context and credibility, that might be exactly what they’re willing to watch.