Android TV / Google TV dominates India CTV with an estimated 55–65% of connected TV devices. Most Indian smart TV brands — OnePlus, Mi TV, iFFALCON, TCL India, Sony — run Android TV. Samsung Tizen is second at 12–18%, followed by Amazon Fire OS at 8–12% (Fire TV Stick is a popular add-on to non-smart TVs during festive sales). LG webOS holds 4–7%.
Why the OS matters for advertisers
The OS controls device identifiers used for targeting and frequency capping. Android TV uses GAID (same format as Android phones — useful for cross-device graphs); Samsung Tizen uses TIFA; LG uses LGUDID; Amazon Fire OS uses AFAI. These IDs are not interoperable. DV360 is strongest on Android TV inventory; Samsung Ads targets Tizen; Amazon DSP targets Fire OS.
Reaching across OS platforms
For broad India CTV reach, buyers need multiple demand paths — DV360 or TTD for Android TV inventory (via Magnite/PubMatic), Samsung Ads for Tizen, Amazon DSP for Fire TV, potentially LG Ads for webOS. No single DSP reaches all India CTV OS platforms with equal efficiency. Content-based buying (PMP deals with publishers) is often more practical than OS-level targeting for most campaigns.