A hybrid CTV monetisation model is one where a single platform operates both a paid subscription tier and an ad-supported tier simultaneously. Viewers can choose to pay for an ad-free experience or access content for free (or at a discount) in exchange for seeing ads. The platform earns subscription revenue from the SVOD tier and advertising revenue from the AVOD tier.
In India, hybrid is the dominant model among major streaming platforms. JioHotstar operates both a free AVOD tier and paid SVOD tiers — the free tier audience is significantly larger and is the primary advertising inventory pool. Netflix has added an ad-supported tier globally (and is rolling it out in India). SonyLIV and Zee5 operate similar hybrid structures with free and paid content layers.
For CTV advertisers, the key implication of a hybrid platform: your advertising only reaches viewers on the ad-supported tier. When a platform reports total monthly active users, not all of them are in the advertising audience — paid SVOD subscribers see no ads. Always confirm the size of the ad-supported tier specifically before planning reach and frequency. On most major Indian platforms, the ad-supported audience is the larger of the two — reflecting India's price sensitivity — but this ratio differs by platform and changes over time.
Full guide
For a complete explanation, read: Hybrid CTV monetisation: combining subscriptions and advertising on one platform