Netflix launched its ad-supported tier in November 2022 across twelve initial markets, partnering with Microsoft as its ad technology partner. India was not among the first launch markets — Netflix's India strategy had historically focused on a mobile-first pricing approach (the ₹149/month mobile plan) rather than an ad-supported tier. However, as Netflix's global ad business has matured, India has come into scope for ad-tier availability in the 2025–2026 period. Advertisers should check current availability with Netflix's India commercial team or their media agency's Netflix partnership.
What exists in India as of 2026: Netflix ad inventory is available through Netflix's own advertising platform (formerly operated with Microsoft, with Netflix building its own ad tech stack). Access for India advertisers is typically through direct IO deals or via certified agency partnerships. Open programmatic access to Netflix inventory is not standard — expect a direct or managed-service buying model for the foreseeable future.
The reach caveat is important for India planning: Netflix's subscriber base in India, while growing, is considerably smaller than JioHotstar's free-tier audience or YouTube CTV's India footprint. Netflix ad-tier campaigns in India will deliver premium brand-safe inventory against an affluent urban audience — not mass market reach. Use Netflix for brand positioning in quality environments; use JioHotstar and YouTube CTV for scale.
Full guide
For a complete explanation, read: Netflix and Disney+ ad tiers in India: what changed for CTV advertisers and publishers