India CTV runs on at least six distinct operating systems — Android TV/Google TV (55–65% share), Amazon Fire OS (8–12%), Samsung Tizen (8–10%), LG webOS (4–6%), and Indian OEM proprietary OS (10–18%). Each uses a different device identifier type. GAID works on Android TV/Google TV devices, AFAI on Fire TV, TIFA on Samsung, LGUDID on LG. The Indian OEM segment — budget smart TVs from VU, Thomson, Kodak, Acer, and Jio set-top boxes — often has no standard IFA at all. This means 10–18% of India CTV impressions cannot be frequency-capped or audience-matched via standard programmatic tools.
What share of India CTV devices have no device ID?
OEM proprietary OS devices (10–18%) often expose no IFA. Add in GAID devices with Limit Ad Tracking enabled or no Google account linked (another 5–10%), and roughly 15–25% of India CTV impressions are anonymous. These impressions still play on TV screens — they are not wasted reach — but they cannot be attributed to audience segments or matched to CRM data.
What creative format works across all India CTV devices?
MP4/H.264 at 1080p, 2–3.5 Mbps bitrate, under 5MB file size, -24 LUFS audio. H.265 is not reliably hardware-decoded on pre-2020 Android TV devices or budget OEM TVs. Creatives above 4 Mbps can cause buffering on weaker OEM device network stacks.
Full article: CTV device fragmentation in India →