India CTV publisher advertising revenue varies enormously depending on the publisher's tier, content type, audience quality, and deal structure. There are no published industry-wide figures — the numbers below are directional estimates from industry conversations and analyst research, not guaranteed benchmarks.
CPM ranges by publisher tier (directional estimates for 2025–2026):
- Tier-1 platforms (JioHotstar, SonyLIV, Zee5 premium): ₹150–₹800 for premium inventory; live sport and tentpole events command the higher end; standard AVOD inventory runs ₹150–₹300.
- Tier-2 OEM platforms (Samsung TV Plus, LG Channels): ₹80–₹200 for programmatic inventory; direct integrations at negotiated rates above this.
- Tier-3 regional publishers (Sun NXT, Aha, Hoichoi, news OTT): ₹100–₹350 for targeted regional-language buys; lower for run-of-network.
- Tier-4 long-tail / open auction: ₹50–₹120 depending on content quality and verification.
For a mid-size Indian CTV publisher — say, a regional-language streaming app with 2–5 million monthly CTV viewers — rough annual CTV advertising revenue might be in the ₹2–₹5 crore range assuming a 70–80% fill rate and a blended CPM around ₹150. This is a directional estimate, not a forecast. Revenue at this level is real but typically not sufficient on its own — most mid-size publishers treat CTV as one stream among several (linear TV, events, direct brand partnerships).
Factors that increase publisher revenue: premium exclusive content, strong direct sales relationships, structured PMP deals rather than open auction reliance, and high fill rates maintained through well-managed programmatic demand partnerships. Publishers who invest in these levers can achieve yields significantly above the tier average.
Full guide
For a complete explanation, read: India CTV monetisation landscape: what publishers earn and how the market is structured