India CTV yield benchmarks are wide ranges rather than precise figures — the market is too fragmented and conditions vary too much by content type, deal structure, platform tier, and season to give you a single reliable number. What follows are industry estimates to orient your planning, not targets to evaluate your performance against without accounting for your specific context.
By content type (open exchange programmatic CPMs): Live sport during major events (IPL, key cricket) ₹200–₹500; premium VOD (originals, recent releases) ₹150–₹350; general VOD/archive catalogue ₹80–₹220; FAST channels ₹60–₹180. Direct-sold and PMP inventory commands 2–4x these open exchange figures, which is why the deal structure matters as much as the content type.
By deal type: Direct IO deals achieve the highest CPMs — ₹350–₹2,500+ depending on content type and audience quality. PMP deals sit in the mid range at ₹250–₹900. Open exchange is the lowest tier. For most India CTV publishers outside the top platforms, the largest yield opportunity is moving inventory from open exchange to PMP or direct, not fine-tuning programmatic parameters.
Revenue per hour (RPH) context: Live sport on major platforms ₹800–₹2,500+ during peak events; premium VOD with some direct sales ₹250–₹700; general VOD primarily programmatic ₹80–₹250; FAST channels ₹100–₹350. These ranges carry significant uncertainty — treat them as orientation for planning, validate against your own bid landscape data from your SSP, and use RPH trends over time (improving or declining) as the more reliable signal than any single benchmark comparison.
The single most important variable in India CTV yield is whether you have direct sales capability. Publishers with even one or two direct IO relationships consistently outperform pure programmatic publishers by a wide margin on their best inventory.
Full guide
For a complete explanation, read: India CTV publisher yield benchmarks: what publishers earn across content types