India CTV CPMs vary significantly by platform, content type, and buying route. Open programmatic on mid-tier platforms runs ₹150–₹400; premium direct deals on JioHotstar sports inventory can reach ₹800–₹1,500+. Understanding these ranges before planning prevents unrealistic budget assumptions.
What are typical CPMs for CTV advertising in India?
By platform and segment: open programmatic mid-tier (Zee5, MX Player) ₹150–₹400 CPM; premium AVOD (JioHotstar catalogue, SonyLIV) ₹250–₹500; direct premium deals ₹400–₹800; live sports (non-IPL) ₹400–₹800; IPL ₹800–₹1,500+; Samsung TV Plus FAST with ACR ₹300–₹700. CTV rates are 1.5–2× mobile for equivalent inventory on the same platform.
How do India CTV CPMs compare to the US?
India CTV CPMs are 5–10× lower than the US. US open programmatic CTV runs $15–$35 (₹1,250–₹2,900); premium US CTV reaches $40–$50. India open exchange is ₹150–₹400 (~$1.80–$4.80). The gap reflects lower advertiser demand, less programmatic liquidity, and an earlier-stage ecosystem. Per-viewer reach is correspondingly cheaper in India — but measurement infrastructure is also less developed.
What budget do you need for a meaningful India CTV campaign?
Minimum for a national awareness campaign on open programmatic: ₹25L. Below this, reach is too thin for statistical brand impact measurement. JioHotstar direct buys: ₹50L+. IPL packages: ₹1Cr+ for any meaningful presence. Regional single-state campaigns: ₹8–15L. Use the CTV Campaign Planner to translate CPM benchmarks into reach estimates for your specific budget and target.
Related questions:
- CTV vs linear TV CPM in India
- How big is the India CTV ad market?
- How does IPL CTV advertising work?
In-depth article: India CTV ad spend benchmarks
Tool: CTV Campaign Planner