JioHotstar commands the highest CTV CPMs in India—by a meaningful margin. Its live cricket rights, especially IPL, create genuine inventory scarcity. Demand from premium advertisers far exceeds available ad slots during live matches, which allows JioHotstar to hold rates well above any other India CTV publisher. Agency-reported estimates for direct IO non-skippable pre-roll on JioHotstar suggest CPMs in the ₹600–₹1,200 range for standard inventory, rising significantly during IPL.
SonyLIV and Zee5 sit in the mid-premium tier—agency estimates for direct deals typically range from ₹400–₹900 for live sports windows and lower for standard content. YouTube CTV varies widely depending on targeting depth, with Google's first-party data enabling CPMs toward the premium end for specific audience segments. Samsung Ads and Amazon Fire TV placements generally sit lower—in the ₹200–₹600 range—offering reach efficiency rather than premium content adjacency.
Publisher CPM ranking (directional, agency estimates)
- JioHotstar: Highest CPMs in market; live sports inventory commands a significant premium above all other publishers
- SonyLIV: Mid-premium; sports rights windows justify rates approaching JioHotstar non-live levels
- Zee5: Comparable to SonyLIV; regional language targeting adds a modest premium for relevant campaigns
- YouTube CTV: Wide range; Google data depth pushes CPMs toward premium end for targeted buys
- Samsung Ads / Amazon Fire TV: Lower CPMs; value is reach scale and device-level targeting, not content adjacency
Full guide
For a complete explanation, read: CTV CPMs by publisher in India: what each platform charges and why