How do I measure reach across multiple CTV publishers in India?

Cross-publisher CTV reach measurement in India has no standardised solution. Adding publisher-reported unique device numbers overstates total reach because CTV audiences overlap — the same household watches multiple platforms. For two major publishers (e.g., JioHotstar + Zee5), overlap is 20–35%; for JioHotstar + YouTube CTV, overlap reaches 50–65%.

Practical approach: use DSP-level deduplication for programmatic buys through a single DSP, apply a manual overlap discount (25–50%) to publisher-reported unique device totals for direct IO campaigns, and report reach as a range rather than a precise number. No independent currency body covers all India CTV publishers simultaneously as of 2026.