Yes, and it is the fastest-growing segment. Tier 2 cities — Jaipur, Lucknow, Indore, Coimbatore, Nagpur, Chandigarh, Kochi, Surat and others — account for roughly 20–25% of India CTV impressions in 2026, up from under 15% three years ago. Two forces are driving the expansion: Jio's aggressive fiber rollout with bundled set-top boxes at ₹399–799/month, and entry-level smart TVs from Xiaomi, TCL, and Hisense that have pulled the device price threshold to ₹10,000–12,000.
The Tier 2 CTV audience differs from metro: slightly lower household income, stronger skew toward Hindi and regional language drama (vs metro's stronger sports skew), more AVOD consumption, and more likely to be using a Jio or Airtel set-top box rather than a premium smart TV. National CTV buys now include meaningful Tier 2 reach — planners should account for this when assessing effective CPM and audience composition. Regional language targeting is the best proxy for reaching Tier 2 audiences distinctly from metros.
Full guide
For a complete explanation, read: CTV audience in Tier 2 India: how smaller cities are reshaping streaming demographics