Which CTV platforms should I buy for an India campaign?

For most India CTV campaigns, start with two platforms: JioHotstar for non-skippable reach at scale (direct deal, Rs 150-350 CPM standard) and YouTube CTV for programmatic targeting and measurement (DV360 or Google Ads, no minimum, Rs 30-120 CPM TrueView). These two cover the two dominant buying models and together reach the broadest India CTV audience.

Add SonyLIV if your audience skews South India or cricket-adjacent beyond IPL (direct deal, Rs 80-200 CPM). Add Zee5 for regional language depth -- Marathi, Bengali, Tamil, Telugu, Kannada (direct deal, Rs 60-180 CPM). Add Samsung Ads if home screen presence at TV turn-on is valuable for your objective, or if ACR-based linear TV viewer targeting is relevant to your strategy (direct deal, Rs 200-500 CPM Smart Hub).

Do not try to run all platforms simultaneously at small budget. Concentration in fewer platforms with sufficient minimum spend produces better frequency and cleaner measurement than thin distribution across many platforms.