Deduplicated reach (also called unduplicated reach) is the number of unique people or households exposed to your advertising at least once, across all platforms and placements combined. It removes double-counting: if the same household sees your ad on JioCinema CTV and again on YouTube CTV, deduplicated reach counts that as one household reached, not two. Without deduplication, adding each platform's reported unique device reach together inflates apparent campaign reach — because millions of Indian CTV viewers use multiple streaming platforms.
In India, cross-publisher deduplicated reach measurement does not exist at scale in 2026. No third-party vendor provides audited cross-platform deduplication across JioCinema, JioHotstar, SonyLIV, and YouTube CTV simultaneously. Within a single platform or within a single ecosystem (Google properties: YouTube CTV + YouTube mobile), deduplication is available. For multi-platform campaigns, practical options are: (1) Report each platform's reach separately and use a statistical correction factor based on known platform audience overlap research (e.g., comScore Digital rankings show the overlap between top OTT platforms); (2) Use a data clean room approach if you have sufficient budget and platform cooperation; (3) Commission a custom panel study for campaigns above INR 2 crore. Transparency is the minimum: never present summed-platform reach as if it were deduplicated — the difference can be 30–50% overstatement for campaigns running across three or more platforms.
Full guide
For a complete explanation, read: Deduplicated reach in CTV advertising: why it matters and how to measure it in India