India's television distribution industry is moving towards app-based delivery amid changing consumer preferences and connected TV growth. Several companies are launching linear TV streaming services through apps on connected devices, which could reduce costs. Linear pay TV is losing subscribers while free TV and connected TV are gaining significantly. This shift is seen as an opportunity to reach urban consumers and combine live television with streaming content.

Nielsen has upgraded its Streaming Content Ratings service to deliver viewership data every business day instead of weekly, cutting reporting delays by up to 80%. The company is also speeding up its weekly Streaming Top 10 reports as it works to bring streaming measurement closer to the reporting pace of traditional television.

AnyMind Group has launched AnyCreator Stream in India, a web-based platform enabling live-streaming creators to monitor audience performance, discover brand campaigns and manage earnings through one interface. Initially integrated with YouTube Live, the platform connects creators with brands through AnyMind’s AnyTag influencer marketing platform and supports measurable live-stream advertising campaigns.

Business creativity firm LTM has appointed Shekhar Kapur as Strategic Advisor. Kapur will guide LTM's BlueVerse Craft unit in AI-enabled creative development. He will explore new technology applications in storytelling and content production. This collaboration aims to expand human creativity and brand engagement with content. The move supports enterprises in the AI era's growing content demands.