Which India CTV platforms carry regional language inventory?
Regional language CTV inventory is available across multiple India platforms: JioHotstar carries the broadest regional library — Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi, Odia, and Punjabi content, including regional sports, movies, and original series. Sony LIV carries South Indian content (primarily Tamil and Telugu) and some Bengali. Zee5 has strong regional depth — Bangla, Telugu, Tamil, Kannada, and Marathi content. Sun NXT is the dominant platform for Tamil, Telugu, Kannada, and Malayalam premium content (owned by Sun TV Network). ManoramaMax serves Malayalam audiences. These platforms collectively represent 30–40% of India CTV viewing time outside Hindi-dominant metros, and that share is growing as regional content production investment increases.
What are the CPMs for regional language CTV inventory in India?
Regional language CTV CPMs in India vary by language and platform: Tamil and Telugu premium content (South Indian film premieres, regional sports) commands ₹180–350 CPM — competitive with Hindi general entertainment. Malayalam and Kannada content trades at ₹120–250 CPM. Bengali content ₹100–200 CPM. Regional content on long-tail apps and smaller regional platforms trades at ₹60–120 CPM programmatically. Regional language targeting typically requires buying through the platform’s direct sales team for premium placement; programmatic access to verified regional language segments is available but inventory quality is more variable than Hindi-language premium supply.
How do I target specific regional language audiences in India CTV?
Three approaches for regional language CTV targeting: (1) Platform-level buy — buy directly on a regional-specific platform (Sun NXT for South Indian, ManoramaMax for Malayalam). This guarantees language-specific content adjacency but limits cross-publisher reach. (2) Content genre + language targeting programmatically — use the content.language field in OpenRTB bid requests to filter for Tamil, Telugu, etc. content. Not all India CTV SSPs populate this field reliably — verify with the SSP before activating. (3) Geographic proxy — target Tamil Nadu, Andhra Pradesh, Telangana, or Kerala geographically on major platforms — a reasonable proxy for language audience in those states, though it will include Hindi and English viewers in urban markets within those states.