India CTV CPMs range from ₹200–1,400 depending on deal type, publisher, and season. Most brand campaigns operate in the ₹350–700 range through PMPs on JioHotstar, SonyLIV, and Zee5. IPL dramatically distorts pricing — JioHotstar live stream inventory during IPL clears at ₹800–1,400, versus ₹500–800 in the non-IPL window. FAST channels and long-tail OTT open programmatic sit at ₹150–300. These are directional benchmarks that shift materially during cricket season and festive periods.
What are direct IO minimum spends?
JioHotstar direct IO: ₹25–50 lakh per campaign (₹50 lakh+ for IPL). SonyLIV direct: ₹5–15 lakh. Zee5 direct: ₹5–10 lakh — most flexible. Below these thresholds, publishers direct you to open programmatic or PMP. PMP deals via SSPs have no hard minimum but need ₹3–5 lakh to deliver measurable volume.
How should I split budget across direct and programmatic?
Under ₹15 lakh: all programmatic PMP. ₹15–50 lakh: one direct IO publisher plus programmatic on the others (40–50% direct). ₹50 lakh+: JioHotstar direct plus SonyLIV/Zee5 programmatic plus YouTube CTV for reach extension.
Full article: India CTV spending benchmarks →