Question 1

What is the average co-viewing multiplier for India CTV?

Accepted Answer

The average co-viewing multiplier for India CTV is 2.5–3.5 viewers per device across all content types. This is significantly higher than the US average of 1.2–1.5×. India's higher household sizes (4.4 persons average) and predominantly single-TV households drive this. Sports content during live IPL peaks at 3.5–5.0×; GEC (general entertainment) averages 2.5–4.0×; premium SVOD drama runs 1.5–2.0×.

Question 2

How do I use a co-viewing multiplier in CTV reach planning?

Accepted Answer

Multiply unique device reach by the co-viewing multiplier to estimate person-reach. Formula: person-reach = (impressions ÷ average frequency) × co-viewing multiplier. Example: 5M impressions at 4× frequency = 1.25M devices × 3.0 co-viewing = 3.75M estimated viewers. Use conservative multipliers for premium SVOD and aggressive multipliers only for sports or GEC content where co-viewing is structurally high.

Question 3

Does co-viewing affect frequency capping on India CTV?

Accepted Answer

Yes. Frequency caps are set per device, but multiple viewers see each impression in co-viewing environments. A 3-per-device cap during sports content (3.5× co-viewing) means each viewer has been exposed once per device impression — but the household has seen the ad 3 times. For brand safety, halve your intended viewer-level frequency cap when converting to a device-level cap for high co-viewing content.

What is the co-viewing multiplier for India CTV?

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