India CTV overlay and display formats are fragmented — availability varies significantly by platform. Here is what each offers:
- Hotstar: Most developed India CTV display platform. Pause ads (VOD, direct deal), L-banners (live sports, direct deal), lower thirds (live sports sponsorship), sponsored content tiles (home screen, direct deal).
- JioCinema: L-banners (IPL packages only — part of associate sponsorship), branded hub placements. Standard VOD display overlays are limited.
- Samsung Ads: Smart Hub home screen banner (direct deal, ACR targeting), Samsung TV Plus pre-roll. Most developed OEM display surface in India.
- Amazon Fire TV: Sponsored tiles and Center Stage autoplay video. Available via Amazon DSP — the only programmatic overlay CTV buy in India.
- LG Ads: Home screen display developing in India — direct deal, limited as of 2025–26.
- SonyLIV / Zee5: Limited — live sports sponsorship deals include overlay elements, but no standardised standalone overlay products.
For programmatic overlay buying in India: Fire TV via Amazon DSP only. All other platforms require direct deal or agency relationship.
Full guide
For a complete explanation, read: CTV overlay ad availability on India platforms: JioCinema, Hotstar, and OEMs