India CTV viewing happens across three main device types. Smart TVs (35–40 million active) are the primary device — Samsung leads with 30–35% market share (Tizen OS), followed by LG (webOS), Sony/TCL/Vu/OnePlus (Android TV/Google TV). Amazon Fire TV Stick (8–12 million active devices) converts older TVs into CTV screens — concentrated in urban, higher-income households. Jio Fiber STBs (10–12 million JioFiber subscribers) deliver both IPTV linear channels and streaming apps.
Device type matters for advertising because: Samsung Ads is only accessible on Samsung TVs; LG Channels only on LG TVs; Amazon DSP reaches Fire TV users; JioHotstar, YouTube CTV, and SonyLIV reach viewers across all device types. Most India CTV direct deals (JioHotstar, SonyLIV, Zee5) do not allow targeting by device type — you reach the platform's audience across all its devices. YouTube CTV via DV360 allows Connected TV device targeting to ensure TV-screen-only delivery.
Full guide
For a complete explanation, read: India CTV device landscape: smart TVs, streaming sticks, and STBs in 2025-26