Airtel Xstream is Bharti Airtel's connected TV product — a set-top box (running Android TV) and content aggregation app bundled with Airtel's fibre broadband. Here's what advertisers need to know:
- What it is: Airtel Xstream Box gives subscribers access to live TV channels, YouTube, JioCinema, Hotstar, Netflix, Prime Video, and Airtel-bundled OTT platforms on their smart TV.
- Audience: Smaller than JioFiber (estimated 5–8M broadband subscribers vs Jio's 30M+) but skews premium — metro cities, SEC A/upper-B, higher-income households. Airtel's ARPU is higher than Jio's.
- Advertising via Airtel Ads: Airtel's ad platform uses verified telco data (address, billing tier, mobile usage) for CTV targeting. Available for home screen placements on Xstream Box and data-targeted reach across channels.
- Data advantage: Telco-grade first-party data with verified household address and payment behaviour. Useful for CRM matching and first-party data activation for retargeting.
- Where it fits in a plan: Not a primary channel — the audience is too small for standalone scale. Most useful as an incremental premium-audience layer alongside JioCinema, Hotstar, and YouTube for brands targeting urban, upper-income households.
Full guide
For a complete explanation, read: Airtel Xstream CTV advertising: reach, buying, and India audience