In a ground-breaking move, Glance, a leading consumer technology company, has launched Glance TV, an innovative feature that transforms idle TV screens into dynamic, AI-powered smart surfaces.

This new platform sets a fresh benchmark in the connected TV (CTV) industry, offering users a completely reimagined TV experience. Glance TV is being introduced in India, with Airtel as its first partner, allowing customers to experience the new feature through Airtel Xstream devices powered by Android TV OS.

Unlike traditional televisions that remain static, Glance TV breathes new life into passive moments. It delivers live, personalized, and real-time content, even when the TV is not actively in use. The always-on, immersive nature of Glance TV ensures that users stay engaged with continuous updates and entertainment tailored to their individual interests, making the screen much more interactive than before.

The platform has already made its mark in the Indian market, with over one million Airtel Xstream devices featuring Glance TV in its first phase.

Users are reportedly engaging with the platform for an average of 200 minutes per day across three sessions. The platform aims to expand to four million devices by June 2025, with further plans to roll out in select global markets.

Glance TV offers a rich variety of content sourced from a vast network of leading publishers. Users can enjoy live and trending content in categories such as breaking news, entertainment, sports, business, financial updates, automobiles, and technology. Currently available in English, the platform aims to broaden its language offerings in the future.

A standout feature of Glance TV is its live updates, which cater to sports enthusiasts by providing real-time scores, detailed statistics, and comprehensive scorecards.

Siddharth Sharma, CEO of Airtel Digital TV, Bharti Airtel, shared his excitement about the collaboration, stating, “Customers are increasingly moving away from traditional entertainment, seeking platforms that offer more value. Our partnership with Glance will elevate customer experience by delivering interactive features that enable access to advanced AI technology directly through their TVs. We are thrilled to offer this enhanced experience and hope our customers enjoy it.”

Piyush Shah, Co-founder at InMobi and President & COO at Glance, added, “Glance TV marks a significant step in redefining televisions as intelligent, AI-powered platforms that go beyond traditional media consumption. It elevates TVs from mere entertainment devices to dynamic surfaces that engage, connect, and inspire users, blending content and interaction seamlessly.”

The growth of connected TVs is reshaping the entertainment landscape globally. In India, the connected TV market has seen impressive growth, reaching over 40 million devices in 2024, driven by affordable smart TVs and improved internet connectivity. These devices are now at the center of the digital ecosystem, redefining how content is consumed.