What are typical CTV CPM rates in India?
India CTV CPMs vary significantly by publisher, deal type, and content environment. Indicative 2026 ranges: JioHotstar direct IO (premium sports/primetime) ₹500–1,500+; JioHotstar programmatic PMP ₹300–600; Zee5 / SonyLIV PMP ₹150–350; MX Player open exchange ₹80–200; Samsung TV Plus FAST ₹80–180; regional OTT (Sun NXT, Manorama) ₹100–250; IPL live on JioHotstar ₹800–2,000+ (sold primarily via direct IO and sponsorship packages). These are publisher net CPMs — the all-in cost to the advertiser includes DSP fees (5–15%) and agency/trading desk fees (10–20%), making the effective all-in CPM 25–35% higher than the publisher CPM.
What drives CTV CPM variation in India?
Six factors drive India CTV CPM variation: (1) Publisher tier — JioHotstar commands 3–5x the CPM of mid-tier publishers due to reach, content quality, and demand. (2) Content environment — live sports (especially IPL) commands significant premiums over VOD content. (3) Deal type — open exchange is cheapest; PMP mid-tier; direct IO and sponsorship premium. (4) Audience targeting — publisher first-party audience segments (e.g., JioHotstar premium subscribers) command 30–50% CPM premium over run-of-platform. (5) Ad duration — 15-second spots typically priced at 60–70% of the 30-second CPM, not 50%, reflecting the disproportionate value of shorter formats. (6) Seasonality — Q4 (Oct–Dec, festive season) and IPL season (Mar–May) see 30–60% CPM premiums over off-peak periods.
How does India CTV CPM compare to mobile video CPM?
India CTV CPMs are structurally higher than mobile video CPMs — typically 2–4x higher for equivalent audience targeting. Mobile video programmatic CPMs in India range from ₹30–150 for standard in-app video; CTV programmatic ranges from ₹150–600 for comparable publishers. The premium reflects CTV's larger screen, non-skippable format, co-viewed environment, and lower inventory volume. However, when evaluated on a cost-per-viewer basis (using co-viewing multipliers), the effective CTV CPM per actual viewer is closer to mobile. A ₹400 CTV CPM on a device with 2.5 co-viewers is ₹160 per viewer — competitive with premium mobile video. For brand campaigns where the large-screen environment and household reach matter, the CTV premium is justified. For narrow-audience performance campaigns, mobile video often remains more cost-efficient.