Revenue per hour (RPH) is the total ad revenue a CTV publisher earns for every hour of content watched. The formula is simple: RPH = Total ad revenue ÷ Total content hours viewed. It can also be constructed as: (Ad slots per hour) × (Fill rate) × (eCPM).
RPH matters because it captures the full monetisation picture in a way that CPM alone cannot. CPM only measures revenue on filled impressions — it ignores the revenue cost of unfilled ad slots. A publisher with a ₹600 CPM average but a 40% fill rate earns considerably less per hour than a publisher with ₹280 CPM and an 85% fill rate. If you optimise for CPM without tracking fill rate and ad load, you can appear to be performing well while actually leaving significant revenue on the table.
RPH is also the most useful diagnostic tool: if RPH is lower than expected, the expanded formula shows you whether the problem is low fill rate (demand insufficiency or floors set too high), low eCPM (pricing or audience signal issues), low ad slots per hour (underloading), or short content sessions (engagement problem, not a monetisation problem). Each diagnosis points to a different solution.
For India CTV publishers, approximate RPH ranges: live sport during peak events ₹800–₹2,500+ for major platforms; premium VOD with mixed direct and programmatic ₹250–₹700; general VOD primarily programmatic ₹80–₹250; FAST channels ₹100–₹350. These are broad estimates — your actual RPH depends on content quality, deal mix, and ad serving infrastructure.
Full guide
For a complete explanation, read: Revenue per hour in CTV: how to measure publisher monetisation efficiency