Standard CTV creative specifications for India platforms: MP4 or MOV container, H.264 codec, 1920x1080 resolution (16:9), minimum 8 Mbps bitrate, AAC audio at -23 LUFS. Duration: 15 or 30 seconds. These specs apply across JioHotstar, Samsung Ads, and most India AVOD platforms. Submit creative 5-7 business days before campaign go-live for platform review.
YouTube CTV accepts the same H.264 specs but also supports VP9. For YouTube, 30-second skippable TrueView is the primary format — non-skippable is limited to 15 seconds. Key difference from mobile video: do not add subtitles by default on CTV. Audio is on and the viewer is typically 3 metres from the screen on a large display — design for that context. Logo must be visible in the first 2 seconds. For IPL on JioHotstar, the same specs apply but creative deadlines are strictly enforced — late submission is the most common cause of IPL campaign failure.
Full guide
For a complete explanation, read: CTV creative specifications for India: formats, codecs, and platform requirements