How do I reach female audiences on CTV in India?

Female audiences on India CTV are best reached through GEC (General Entertainment Channel) content on Zee5 and JioHotstar, regional language GEC on Sun NXT and Aha, and drama originals on SonyLIV. Women account for an estimated 45–50% of India CTV viewing time despite subscriptions skewing toward male account holders. The most effective targeting approach is content-based: negotiate a publisher PMP deal filtered to GEC or drama content where the female audience index is 2.0–2.5× vs total CTV.

Avoid relying on account holder demographics to target women — subscription accounts are typically male-registered, undercounting female co-viewers. Content-environment targeting is more reliable for gender reach than demographic targeting from DSP segments or publisher user profiles.