CTV in India requires three things a lower-income household typically does not have: a smart TV or streaming device (starting at ₹12,000+), a reliable broadband connection (₹500–1,500/month), and access to streaming content. Together these three gates filter the CTV audience to SEC A and upper B — households with annual incomes above roughly ₹6 lakh in urban areas.
This is a feature for brands targeting premium urban consumers. Auto, BFSI, consumer electronics, and premium FMCG are all categories where buyers cluster in SEC A/B — CTV reaches them without wasting budget on households that cannot afford the product. The filter is loosening as Jio fiber bundles and sub-₹12,000 smart TVs expand access into SEC B and upper C, particularly in Tier 2 cities. But in 2026, SEC A/B dominance remains the defining characteristic of India CTV audience quality.
Full guide
For a complete explanation, read: Why India CTV over-indexes on SEC A and B: what the income filter means for advertisers