Yes — YouTube on a television screen (smart TV app, Fire TV, Chromecast, Android TV box) is CTV. The content is internet-delivered and the screen is a TV. That is the definition. YouTube on a mobile phone or desktop browser is OTT, not CTV.
This matters in practice because YouTube is one of the largest CTV surfaces in India, and it is frequently absent from CTV plans because buyers treat it as a digital video platform rather than a television environment. The two things are both true: YouTube is a digital platform, and a significant portion of its viewing in India happens on TV screens.
How to buy YouTube CTV in India
Google allows device-type targeting in both Google Ads and DV360 (Display & Video 360). To target CTV specifically:
- In Google Ads (Video campaigns): under "Devices," select "TV screens." This restricts your buy to YouTube on connected TVs.
- In DV360: use device type targeting to select "Connected TV" as the device category. YouTube CTV inventory is available within the Google inventory pool in DV360.
CPMs for YouTube CTV are generally higher than YouTube mobile, reflecting the premium screen and non-skippable format. Non-skippable 15s and 30s formats are standard on CTV; 6s bumpers also run.
YouTube CTV in India: why it belongs in the plan
Android TV is the dominant smart TV operating system in India — a large share of smart TVs sold in India run Android TV, which has YouTube pre-installed as a prominent app. Indian households with smart TVs have high YouTube usage on those TVs, particularly for music, entertainment content, and news [NEEDS SOURCE — cite Google or third-party India CTV usage data when available].
For planners: if you are running a CTV campaign and excluding YouTube, you are missing a significant portion of available India CTV inventory. Include it — but report it separately from premium OTT AVOD inventory (JioCinema, Hotstar) to maintain visibility on where impressions are actually running.
Full guide
For a complete explanation, read: What is Connected TV (CTV)? Definition, how it works, and why it matters