India CTV viewers are not representative of the general India internet population. They skew urban (top 8 metros and tier-1 cities), higher income (SEC A and B households), and toward shared household viewing. Key profile facts as of 2024–25:
- Income: Smart TV ownership is still concentrated in SEC A and B households. CTV reaches a more affluent audience than mobile video on the same platform — a primary justification for the CTV CPM premium.
- Geography: Heavily concentrated in the top 8 metros and tier-1 cities. Tier-2 cities are the fastest-growing segment. Tier-3 and rural India remains mobile-first.
- Co-viewing: 2–4 people typically watch the same TV screen simultaneously in an Indian household. One CTV ad impression may be seen by multiple people. This inflates reach vs. device-level counts but makes individual-level frequency management difficult.
- Age: 25–54 is the core demographic. Sports events bring in more 18–24 viewers. The family TV means all ages are present in high co-viewing households.
- Content: Cricket (IPL above all), Hindi films, OTT originals, and regional language content drive the most household CTV viewing.
The practical planning implication: India CTV is a premium audience channel suited to brands targeting urban, higher-income households. It is not the right primary channel for mass-market rural reach — mobile video serves that better. CTV is strongest for BFSI, auto, consumer durables, premium FMCG, and any category where household-level purchase decisions matter.
Full guide
For a complete explanation, read: India CTV audience profile: who watches connected TV and what it means for advertisers