India CTV targeting options range from broad to precise depending on which platform you buy and how. The practical hierarchy: (1) Contextual targeting (content genre, language, daypart) — available everywhere, reliable, no data integration needed; (2) Geographic targeting (national, state, city, tier) — universally available; (3) Platform-native demographic targeting (age/gender from logged-in accounts on JioHotstar, YouTube, Amazon) — more reliable than programmatic demographic segments; (4) Behavioural/intent targeting — Amazon DSP (shopping signals from Amazon.in), YouTube DV360 (interest and in-market segments from Google data), Jio Saarthi DMP (telco signals for Jio ecosystem); (5) First-party data activation — Customer Match on YouTube, customer upload on Amazon DSP, custom audiences on JioHotstar (direct deals only).
Start with contextual for most campaigns — it is reliable, available everywhere, and appropriate for the co-viewing environment where the content genre is a better proxy for who is in the room than a demographic model. Add platform-native demographic where you have precision requirements. Activate first-party data where you have the data infrastructure to do so. Treat third-party DMP segments on open programmatic CTV as directional only — match rates and accuracy in India's CTV ecosystem are inconsistent.
Full guide
For a complete explanation, read: CTV audience targeting in India: demographic, contextual, and behavioural options