Should I buy India CTV programmatically or through direct deals?
Most India CTV campaigns above ₹25 lakh use a combination. Direct deals are required for premium inventory — IPL and live cricket on JioHotstar are only available through the direct sales team. Major originals and premium VOD also typically have direct-only packages.
Programmatic (DV360, TTD, or PMP deals) is used for reach extension beyond premium content, catalogue inventory at lower CPMs, and audience-targeted campaigns where optimisation is more important than specific placement. For campaigns under ₹10 lakh, programmatic via self-serve platforms is the practical default. For campaigns over ₹1 crore, direct deals at premium publishers are expected and necessary.
What CTV inventory in India is only available through direct deals?
India CTV inventory that is direct-only:
- IPL live match inventory on JioHotstar — the largest CTV inventory event in India
- Major cricket tournaments (Champions Trophy, WTC, ICC events) on JioHotstar
- Premium original series first-look slots on JioHotstar, Zee5, SonyLIV
- Live news and major event packages (election coverage, Budget Day)
- Roadblocks (all ad inventory within a session bought by one advertiser)
- Branded content and co-branding packages
Programmatic can reach catalogue content and mid-tier inventory on these platforms — but the premium slots are withheld from open programmatic channels.
What are the CPM differences between direct and programmatic India CTV?
Indicative 2025 CPM ranges:
- JioHotstar direct (non-IPL premium): ₹500–₹900 CPM
- JioHotstar programmatic (catalogue, non-premium): ₹200–₹450 CPM
- Zee5 direct: ₹350–₹700 CPM
- Zee5 programmatic: ₹180–₹400 CPM
- Open exchange India CTV (mixed quality): ₹100–₹250 CPM
The CPM gap reflects better placement, publisher data activation, guaranteed fill, and premium content adjacency. For brand campaigns prioritising content environment over cost, the direct premium is typically justified.