Regional language CTV audiences in India — Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi — collectively account for a substantial share of total India CTV viewership, and they skew toward some of the country's wealthiest states. Tamil Nadu, Telangana, Karnataka, and Kerala have higher smart TV penetration per capita than the national average, driven by higher household incomes in these tech- and export-oriented economies.
The opportunity is real and underserved: most national advertisers plan Hindi-language CTV buys and treat regional as an afterthought. But regional language viewers respond significantly better to ads in their language — studies consistently show higher brand recall and purchase intent from regional-language creative vs Hindi-dubbed equivalents in the same market. Platform options include Sun NXT (Tamil/south Indian), Aha (Telugu), ZEE5 regional, and JioHotstar's language tabs. For brands with regional market priorities, building regional-language CTV line items is one of the highest-ROI moves available on the medium.
Full guide
For a complete explanation, read: Regional language CTV audiences in India: Tamil, Telugu, Kannada, Bengali and beyond