Does Vi have its own CTV advertising platform?
No. Vi (Vodafone Idea) does not operate a proprietary streaming platform equivalent to JioHotstar or Airtel Xstream Play. Vi's Movies and TV app aggregates content from third-party OTT platforms rather than producing original content, and it does not carry Vi-controlled advertising inventory. Vi subscribers who watch CTV do so through independent platforms — JioHotstar, Zee5, SonyLIV, Netflix, Prime Video — not through a Vi-controlled viewing environment. There is no Vi-specific CTV ad inventory that advertisers can access directly.
How do I reach Vi subscribers on connected TV?
Vi subscribers are reachable on CTV through the same programmatic routes used to reach any India CTV audience — primarily through programmatic buying on JioHotstar (via its programmatic SSP), Zee5, SonyLIV, and Samsung TV Plus. Vi subscribers are not identifiable as a distinct addressable segment in these platforms' programmatic systems. The most effective proxy for reaching Vi's subscriber base — which skews toward tier 2 and tier 3 cities — is geographic targeting to states and cities where Vi has historically strong presence: Uttar Pradesh, Karnataka, Rajasthan, and parts of Maharashtra.
How does Vi compare to Jio and Airtel for CTV advertising?
Jio, through JioHotstar, is by far the dominant CTV advertising partner in India — JioHotstar accounts for approximately 40–50% of India streaming ad spend and enables subscriber-based targeting through clean room arrangements. Airtel has Airtel Xstream Play, which offers limited programmatic CTV inventory and internal subscriber data for direct campaigns. Vi has neither — no streaming platform, no CTV ad inventory, and no subscriber targeting capability. For CTV planning purposes, Vi is absent as a publisher or data partner, and its subscribers are reached through standard programmatic geographic and demographic targeting.