Tier-2 city CTV is India's fastest-growing CTV segment. Two forces are driving it:
- JioFiber: Affordable home broadband (from Rs 399/month) has replaced mobile data as the internet connection in millions of tier-2 city households. Reliable fixed broadband makes CTV streaming practical for households that previously relied on mobile data.
- Smart TV price falls: A 32-inch Android TV is now Rs 10,000–13,000 from Xiaomi, Thomson, or VU. A 43-inch is Rs 18,000–25,000. These prices have brought smart TV ownership to SEC B households in Jaipur, Lucknow, Nagpur, Indore, Surat, Coimbatore, and 40+ other tier-2 cities.
Who the tier-2 CTV viewer is: SEC B household, family co-viewing (3–4x multiplier), Hindi entertainment and IPL as primary content, aspirational purchase categories (two-wheelers, consumer finance, FMCG, e-commerce).
How to reach them:
- City-level geographic targeting on JioCinema (via Jio Ads' household address data)
- DV360 city-level targeting on YouTube with Hindi language content
- IPL on JioCinema for maximum tier-2 reach — IPL is watched as intensely in tier-2 cities as in metros
Full guide
For a complete explanation, read: Tier-2 city CTV in India: the next wave of connected TV households