Overlay and display ad availability on India's CTV platforms is fragmented. Unlike video pre-roll, which is standardised across all major platforms, display and overlay formats vary significantly — some platforms offer rich non-video inventories, others offer almost none. This article maps what is available where, so planners can identify which display formats are viable for India CTV campaigns without pursuing formats that do not exist at a platform.
JioCinema overlay inventory
JioCinema's display and overlay offering is concentrated in its IPL live inventory. During IPL, JioCinema offers: L-banners as part of associate sponsor packages, branded hub placements (pre-match and post-match branded sections), and some sponsored UI elements within the match interface (branded scorecard overlays, powered-by segments). These are not sold as standalone CPM buys — they are components of larger IPL sponsorship packages starting at significant minimum spends.
Outside of IPL, JioCinema's overlay inventory is limited. Standard campaigns on JioCinema VOD run on pre-roll and mid-roll video placements. Display overlays during VOD content are not a standard product as of 2025–26.
Hotstar overlay inventory
Hotstar is the most developed India CTV platform for display and overlay formats. Available formats:
- Pause ads: available on VOD content, bought via direct deal or agency
- L-banners: available during live sports (Star Sports cricket, Pro Kabaddi League, football), part of live sports packages
- Lower thirds / score overlays: available as sponsored segments during live sports coverage
- Sponsored content tiles: featured placement within the app's home screen content rows
- Homepage takeover / branded UI: available at premium tier via direct partnership
Hotstar's display inventory is primarily sold through direct deals or agency relationships. Some programmatic access to display formats exists through select DSP partnerships, but the primary route is direct.
Samsung Ads overlay and display
Samsung Ads India offers: Smart Hub banner (top of Samsung home screen — the most prominent display CTV placement in India), sponsored tiles within the Samsung TV Plus content rows, and pre-roll within Samsung TV Plus FAST channels. Samsung Ads' ACR data targeting makes these placements uniquely targetable based on viewing behaviour. Buying route: direct deal via Samsung Ads India sales team.
LG Ads overlay and display
LG Ads India is in an early stage. LG Channels (FAST) pre-roll is available in India. LG home screen display formats are developing and require direct engagement with LG Ads team. Less standardised than Samsung Ads for India buyers as of 2025–26.
Amazon Fire TV display
Fire TV home screen display: sponsored content tiles and banner units available via Amazon DSP. This is the most programmatically accessible display CTV inventory in India — Amazon DSP provides self-serve or managed programmatic access to Fire TV placements with India audience targeting.
SonyLIV and Zee5 display
Both platforms have limited standardised display/overlay products. Custom sponsorship deals for live sports events (ICC tournaments on SonyLIV, Zee Sports events) include overlay and branding elements, but these are bespoke packages rather than standard ad products. No programmatic access to display inventory on either platform.
Summary table
L-banner: JioCinema (IPL packages), Hotstar (live sports, direct). Pause ads: Hotstar (direct). Home screen display: Samsung Ads (direct), Fire TV (Amazon DSP), LG Ads (direct, limited). Lower thirds: Hotstar live sports, SonyLIV live sports (custom deals). Branded UI: JioCinema (IPL sponsor), Hotstar (premium tier). Programmatic display: Fire TV via Amazon DSP is the only scalable programmatic display option in India CTV currently.