Unique reach measurement for India CTV campaigns depends on how many platforms you are running across. For single-platform campaigns, each major CTV publisher (JioCinema, JioHotstar, SonyLIV, YouTube CTV) reports unique device reach in their campaign dashboard — this is the most accurate available figure for that platform. Within Google's ecosystem (YouTube CTV + YouTube app), Google Ads provides cross-property deduplicated reach in Reach Planner and campaign reports. For Amazon Fire TV inventory, Amazon Ads reports unique reach within the Amazon ecosystem.
For cross-publisher unique reach, no direct measurement tool exists in India today. Practical approaches: (1) Use platform-reported device reach as a ceiling, then apply a statistical overlap correction. Industry research suggests 25–40% of active Indian CTV viewers use three or more streaming platforms monthly — meaning a campaign running across three publishers likely overcounts unique reach by 20–35%. (2) For campaigns above INR 2 crore, commission a brand lift or reach study from a measurement vendor (Nielsen, Kantar) that can survey-measure reached vs. unreached audiences. (3) If your campaign buys are fully programmatic through a single DSP, your DSP may offer cross-publisher unique device reach within its own buying stack — though this only covers inventory purchased through that DSP, not direct publisher buys. Report what you can measure accurately and disclose what requires estimation.
Full guide
For a complete explanation, read: Unique reach measurement for CTV campaigns: methodology and India-specific approach