Branded UI on CTV refers to custom integrations where a brand's identity is woven into the platform's interface rather than served as a discrete ad unit. Instead of a 30-second pre-roll or an L-banner, the brand sponsors a content section, names a platform feature, takes over the app's visual theme, or co-brands a specific streaming experience. These are premium, bespoke formats that go beyond standard ad buying and require direct partnership with the platform.
Types of branded UI on CTV
Content section naming rights: A brand sponsors a named content section within the platform — for example, "[Brand] Sports Zone" on a streaming service's sports tab, or "[Brand] Blockbuster Fridays" as a named weekly content slot. The brand appears in the navigation, in the section header, and in promotional materials within the app. This is a sustained presence format rather than an individual ad impression.
UI skin / theme takeover: The platform's visual theme (background imagery, colour palette, navigation graphics) is temporarily replaced with brand imagery. Common for major launches — a new car model, a flagship smartphone launch, a film release. A 24–72 hour UI skin surrounds every interaction the viewer has with the app during the takeover period. High-impact but expensive and typically reserved for premium brand launches.
Feature sponsorship: A specific platform feature is sponsored by the brand. Examples: a replay feature in a live sports app ("Replay powered by [Brand]"), the highlights reel feature, the match statistics overlay. The brand appears each time the viewer uses the feature, creating functional association between the brand and the viewing behaviour.
Pre-launch hub / branded destination: A curated content section built around a brand's content investment — a short film series, sponsored documentaries, behind-the-scenes content. The brand becomes a content producer within the platform's ecosystem. JioCinema's association with IPL sponsorship deals sometimes includes branded pre-match hub experiences.
Why branded UI matters for CTV planning
Standard ad formats interrupt or frame content. Branded UI becomes part of the content experience itself. For brands investing heavily in a CTV platform partnership — particularly around high-reach events like IPL — branded UI transforms the brand from an advertiser into an integral part of the viewing experience. The attention quality is different from forced-view pre-roll: viewers interact with branded UI voluntarily because they are navigating the platform, not because they have no choice.
India branded UI landscape
JioCinema: IPL associate sponsorships include branded UI elements — named content sections, pre-match branded hubs, and UI theme elements. These are among the most premium branded UI opportunities in India CTV, reflecting IPL's position as India's highest-reach streaming event.
Hotstar: Disney+ Hotstar offers branded UI integrations for major launch campaigns and for brands that invest at the top tier of their advertising packages. Star Sports network partnerships often include UI integration as part of multi-platform deals.
Samsung Ads: Samsung's Tizen home screen can be branded via Samsung's partnership programs — typically for consumer electronics launches or major FMCG seasonal campaigns. LG Ads has similar premium home screen customisation in development for India.
Buying and pricing
Branded UI is not available via standard CPM buying. It requires direct conversation with the platform's brand partnership or sales team. Pricing is typically a flat fee for the sponsorship period rather than CPM-based. Minimum investment thresholds are high — Rs 50 lakh to crore-plus for major branded UI packages on JioCinema during IPL. These are appropriate for brands making a major CTV investment during a specific period, not for standard campaign flighting.