A platform counts as CTV in India if it streams video content over the internet to a television screen — whether through a smart TV app, a streaming stick, or a connected set-top box. The major platforms with meaningful CTV reach for advertisers are:
- JioCinema: The largest AVOD CTV environment in India. The free tier includes IPL cricket, premium Bollywood and Hollywood content, and live sport. Available on Android TV, Samsung, LG, Fire TV, Apple TV, and Chromecast. This is where most India CTV advertising budgets flow.
- Disney+ Hotstar: Hybrid AVOD/SVOD. Strong sports (non-IPL cricket, football, kabaddi) and premium OTT originals. Available on all major smart TV platforms. One of the more programmatically accessible India CTV environments.
- SonyLIV: Strong in sports (IPL before JioCinema, Champions Trophy, La Liga), Indian TV content, and originals. Available on Android TV and major smart TV platforms. Mostly direct IO buying.
- Zee5: Zee network content, originals, Bollywood. Hybrid model. Available on smart TVs. Free tier (AVOD) carries advertising.
- MX Player: Fully AVOD. Significant content library, strong mobile OTT reach, growing CTV presence. Available on Android TV.
- YouTube: Technically AVOD. YouTube on a smart TV is CTV inventory — often underused in India CTV plans because it is treated as a digital buy. Android TV's pre-installed YouTube app makes it one of the most-watched CTV surfaces in India. Buyable through Google Ads and DV360 with TV screen device targeting.
- Netflix / Amazon Prime Video / Apple TV+: SVOD — no advertising inventory on standard tiers. Netflix has introduced an ad-supported tier in some markets; India availability is limited as of 2026 [NEEDS SOURCE].
For planning purposes: JioCinema and Hotstar are the two anchor platforms for India CTV buys. SonyLIV and Zee5 add reach for specific content categories. YouTube adds scale. MX Player adds frequency at lower CPMs. The mix depends on the campaign's audience, content environment, and budget.
Full guide
For a complete explanation, read: What is Connected TV (CTV)? Definition, how it works, and why it matters