Yes — CTV CPMs in India are higher than linear TV CPTs on a comparable audience basis. This is true globally and in India. The premium reflects real differences in what you are buying.
Why CTV costs more:
- Non-skippable formats: CTV runs non-skippable 15s and 30s pre-roll and mid-roll. The viewer cannot skip your ad. This commands a premium over contexts where skipping is possible.
- Precision targeting: CTV lets you target specific demographics, geographies, and content categories. You are not buying a broad channel audience — you are buying a defined segment. Precision costs more than bulk reach.
- Premium content environments: JioCinema live sport, Hotstar originals, premium drama — these are environments brands associate with quality. Inventory in premium content is priced at a premium.
- Impression-level accountability: Every CTV impression is counted and verifiable. You are paying for confirmed delivery, not estimated audience.
Indicative India CTV CPMs range from Rs 300-800 for standard VOD inventory to Rs 800-2,000+ for live sport premium inventory [NEEDS SOURCE — cite verified India CTV benchmark report when available from FICCI-EY or platform data; do not treat these as confirmed figures]. Linear TV CPTs (cost per thousand) for Hindi GECs typically run Rs 100-300 depending on channel, daypart, and target audience [NEEDS SOURCE — cite verified BARC/TAM benchmark data].
The comparison is complicated by methodology: linear TV CPTs are against panel-estimated audiences, which include co-viewers but are based on sample extrapolation. CTV CPMs are against individual device impressions, which undercount co-viewers but are directly measured. A CTV impression may represent 2-3 actual viewers in an Indian household — which changes the effective cost per viewer significantly.
The right framing: CTV is not cheap reach. It is targeted, measurable, premium reach. If your campaign objective is mass reach at low CPT, linear TV wins. If your objective is precise audience delivery, outcome measurement, or reaching light-TV urban viewers, CTV's higher CPM may deliver better return.
Useful Tool
CTV Readiness Framework — assess whether CTV belongs in your media plan and at what budget level
Full guide
For a complete explanation, read: CTV vs linear TV: key differences every India media planner needs to know