Does Netflix offer CTV advertising in India and how does it work?

Yes. Netflix launched its ad-supported tier (“Standard with Ads”) in India in 2023 at a lower monthly price than its ad-free plans. Netflix India CTV advertising is available but operates differently from other India platforms. Netflix sells advertising globally through Microsoft’s Xandr platform (Microsoft is Netflix’s ad tech partner), not through Indian-market SSPs. This means India CTV buyers access Netflix inventory through Microsoft Advertising or through agencies with direct access to Xandr’s Netflix Ads marketplace. Direct self-serve programmatic buying of Netflix India CTV inventory through Indian DSPs (DV360, The Trade Desk) is not available — Netflix manages its ad stack separately.

Netflix India CTV targeting options: (1) Genre and content targeting — ads can be placed adjacent to specific Netflix content categories (drama, thriller, comedy, documentary). Specific title-level targeting is available for premium placements. (2) Demographic — age and gender targeting using Netflix subscriber account data. (3) Geography — country and state-level targeting. Device-level targeting to CTV specifically is available — Netflix can separate TV screen impressions from mobile and desktop. What is not available: third-party audience segment targeting, retargeting using advertiser CRM data, or cross-publisher frequency coordination. Netflix’s closed ad ecosystem means targeting is limited to Netflix’s own first-party signals.

Key comparison: (1) Scale — JioHotstar has 60–70 million CTV viewers monthly; Netflix India CTV is significantly smaller, estimated at 5–10 million ad-tier subscribers on CTV screens. (2) Content premium — Netflix carries high-prestige global content (international films, original series) that attracts affluent, English-language-comfortable urban viewers — a distinct audience from JioHotstar’s cricket and Hindi content. (3) Buying access — Netflix requires going through Microsoft/Xandr, adding complexity; JioHotstar can be bought directly or through most Indian media agencies. (4) CPM — Netflix India CTV CPMs are high (₹500–900) reflecting audience quality and scarcity. For advertisers targeting SEC A urban audiences with premium brand messaging, Netflix CTV is a viable complement to a JioHotstar buy.