The typical CTV viewer in India is a 25–44-year-old living in a metro or Tier 1 city, belonging to SEC A or upper SEC B, and watching in the evening on a shared household TV. They are more likely to be employed in a salaried profession, college-educated, and a subscriber to at least one paid streaming service.
CTV in India skews male in aggregate — because sports content (IPL, cricket) drives a large share of viewing — but outside of sports windows the gender split is closer to 55:45. The audience is smaller than linear TV but significantly higher quality for brands targeting premium urban households. Each CTV impression reaches 2–3 household members on average (co-viewing), which means the effective CPM per person is lower than the device-level rate suggests.
What makes India CTV different from other markets
Indian households are larger than in Western markets (average 4 members vs 2.5 in the US), making co-viewing the norm rather than the exception. The TV is a shared family screen, not a personal device. This makes CTV in India more like a household medium than an individual medium — which changes how frequency, reach, and creative strategy should be managed.
Full guide
For a complete explanation, read: CTV audience profiles in India: who watches, when, and on what devices