India CTV CPMs—the cost per thousand ad impressions—range from approximately ₹150 at the open auction remnant floor to over ₹1,200 for premium non-skippable pre-roll on top platforms during live sports. The spread is wide because India CTV is a tiered market where platform prestige, format, targeting depth, deal type, and seasonality all drive significant variation.
Agency-reported estimates describe broad targeting on mid-tier platforms through open programmatic in the ₹150–₹350 range. Audience-targeted PMP deals on better platforms typically sit in the ₹350–₹700 range. Direct IO deals with content adjacency on premium platforms like JioHotstar or SonyLIV range from ₹700 to ₹1,200 for standard non-live inventory. Live cricket during IPL commands CPMs that are multiples of these off-season benchmarks. For planning purposes, treat these as directional ranges—your actual rate depends on negotiation, timing, and the specific inventory you are buying.
Key variables that move India CTV CPMs
- Platform: JioHotstar commands the market's highest CPMs; mid-tier AVOD platforms are significantly lower
- Format: Non-skippable pre-roll is priced highest; display overlays and pause ads are at the low end
- Deal type: Direct IO is more expensive than PMP, which is more expensive than open auction
- Seasonality: IPL and festive season drive the year's highest rates; January–March is softest
- Targeting: Behavioural and intent targeting adds a meaningful CPM premium over broad demographic targeting
Full guide
For a complete explanation, read: India CTV CPM benchmarks: what advertisers pay and what to expect