How many households can CTV reach in India?

India has approximately 70–75 million connected TV households (2025 estimates) — the addressable universe for CTV advertising. This is growing at 15–20% annually as smart TV prices fall and broadband penetration expands. Not all of this universe is reachable through any single buying route.

How many households can CTV advertising reach in India?

70–75 million connected TV households with internet access constitute the addressable CTV universe in India. JioHotstar has the widest CTV reach (available on all major smart TV platforms, Fire TV, and Android TV), but no single platform reaches the full universe. A multi-platform campaign combining JioHotstar, Zee5, SonyLIV, MX Player, and Samsung TV Plus can reach the majority of the addressable CTV audience.

What is the reach of a typical India CTV campaign?

A national open programmatic campaign with ₹25–50L budget typically reaches 3–8 million unique households. A ₹1Cr+ multi-platform direct buy including JioHotstar can reach 15–25 million households. Frequency targeting (3–5× per household) reduces unique reach; lighter frequency settings maximise breadth. Effective reach planning requires knowing the target demographic universe and available CTV penetration within it.

How is CTV reach measured in India?

India CTV reach is measured at device ID level — unique GAID, TIFA, or AFAI values reached in a campaign window. Device-level reach understates household reach because smart TVs are shared. Household-level measurement requires IP-based household matching or publisher-reported metrics. There is no standardised cross-platform India CTV reach metric — each publisher reports separately, and deduplication across platforms is estimated, not deterministic. This is a significant measurement gap compared to BARC's linear TV reach measurement.