India CTV is not a mass-market medium yet. The active smart TV streaming audience is concentrated in SEC A and B households — approximately 70–75% of India CTV viewership comes from the upper-income half of the consuming population. Geographic concentration is in 8 metro and top Tier-1 cities, which account for 55–60% of India CTV streaming hours. Age skew: primary viewer aged 25–45, but co-viewing means the household is the effective audience unit — 3–4 viewers per device during IPL and prime-time content.
Average session length is 45–75 minutes — longer than mobile video. Peak hours: 8–11 PM weekdays, 6–11 PM weekends. Content preference: live cricket dominates total hours, followed by Hindi films, Hindi and regional GEC drama, and international OTT originals. The same person who watches YouTube Shorts on mobile is a different audience on CTV — lean-back, communal, audio-on. Creative designed for mobile direct-response underperforms on the family TV screen.
Full guide
For a complete explanation, read: India CTV audience profile: who watches CTV, on what devices, and where