There are three content models in streaming: AVOD (ad-supported video on demand), SVOD (subscription video on demand), and FAST (free ad-supported streaming TV). Only AVOD and FAST carry advertising. SVOD is funded entirely by subscription fees. Understanding which model a platform runs — and which tier you are buying — is the most basic due diligence in CTV planning.
AVOD: ad-supported video on demand
AVOD platforms offer video content free to the viewer, funded by advertising. The viewer pays nothing (or a reduced subscription fee on a hybrid tier). The advertiser pays a CPM for impressions served against that audience.
Key characteristics of AVOD for buyers:
- Non-skippable formats are standard. Most AVOD on CTV runs 15s or 30s non-skippable pre-roll and mid-roll. Viewers tolerate this because the content is free. This is meaningfully different from YouTube mobile where 5-second skip is the default.
- Ad load is capped. Premium AVOD platforms limit ad pods to 4–6 minutes per hour to maintain the viewing experience. Compare this to linear TV's 12–16 minutes per hour. Lower ad load means fewer impressions available per viewer — which supports higher CPMs.
- Platform data enables targeting. Because viewers are accessing free content, platforms have strong incentive to require registration. A registered viewer has a persistent identity that enables demographic and behavioural targeting.
AVOD in India
AVOD is the dominant monetisation model for CTV in India. The major platforms either operate entirely on AVOD or offer a significant AVOD tier:
- JioCinema: The free tier — which includes premium sports including IPL — is the largest AVOD CTV environment in India. This is the inventory pool most India CTV advertisers are buying.
- MX Player: Fully AVOD. Significant mobile OTT reach; CTV inventory available but smaller than JioCinema or Hotstar.
- Zee5 free tier: AVOD for older catalogue content, news, and some originals. Premium content is behind a paywall (SVOD).
- YouTube: Operates as AVOD on CTV. YouTube on a smart TV is one of the most used CTV surfaces in India, often overlooked in planning because it is treated as a digital video buy rather than a CTV buy.
SVOD: subscription video on demand
SVOD platforms charge a recurring subscription fee — monthly or annual. The viewer pays; there are no (or very limited) ads. Revenue comes entirely from subscribers.
For advertisers, pure SVOD means no ad inventory. Netflix's original model, Amazon Prime Video's standard tier, and Apple TV+ are SVOD. You cannot run a display or video ad against content on these platforms.
The hybrid tier shift
The industry has moved significantly toward hybrid models — offering both a paid ad-free tier and a lower-cost or free ad-supported tier. This is the most important structural change in streaming economics over the past two years:
- Netflix launched an ad-supported tier (Standard with Ads) globally in 2022. India rollout has been limited [NEEDS SOURCE — confirm India availability and pricing].
- Disney+ Hotstar operates a hybrid model in India: a premium SVOD tier for ad-free content and a lower-tier with ads. IPL on Hotstar historically ran ads even for paid subscribers during live matches — a unique carve-out for high-value live sport.
- JioCinema introduced a paid Premium tier alongside its free AVOD offering after acquiring HBO and premium content. The free tier retains the most reach; the paid tier is SVOD.
For planners: on hybrid platforms, confirm which tier your ad inventory comes from. Premium subscribers on the paid tier may not see your ad at all. The AVOD tier is where the advertising runs — and that tier may have a different audience composition than the total platform subscriber base.
SVOD in India
India SVOD pricing is among the lowest globally — Netflix's entry tier in India is a fraction of its US price, and most Indian platforms offer annual subscriptions at aggressive rates. This low price point means a significant portion of the market opts for paid tiers, which reduces the available AVOD audience. Industry observers note that SVOD penetration in India is growing faster than global averages, driven by affordable pricing and telco bundling [NEEDS SOURCE].
FAST: free ad-supported streaming TV
FAST is the newest of the three models and the least developed in India. FAST channels are linear-style streams delivered over the internet: a fixed schedule, a specific channel, ads inserted at regular intervals — just like broadcast TV, but delivered over IP.
The viewing experience is deliberately familiar to linear TV viewers: you tune to a channel and watch what is on. You do not choose individual episodes. The schedule is set by the platform or content owner.
Why FAST exists
FAST solves a specific problem: a large library of older content (archive TV series, films, documentary collections) that does not justify a paywalled SVOD experience but can generate ad revenue if packaged as a lean-back channel. A FAST channel for classic Bollywood films, for example, requires no active curation decision from the viewer — they just turn it on.
FAST globally
Pluto TV (Paramount), Tubi (Fox), Peacock Free (NBC), and Amazon Freevee are the major FAST platforms in the US and UK. FAST revenue in the US is significant and growing [NEEDS SOURCE — cite eMarketer or similar for US FAST ad revenue].
FAST in India
FAST is nascent in India as of 2026. There is no major dedicated FAST platform with significant CTV reach. Some platforms have experimented with scheduled "channels" within their apps (Zee5's linear channels, news streams), but these are not true FAST in the commercial sense. The infrastructure for FAST — standardised channel packaging, EPG (electronic programme guide) integration, and FAST-specific ad buying — is not yet mature in India [NEEDS SOURCE — monitor for announcements from Samsung TV Plus, LG Channels, or Reliance for India FAST launches].
For India planners in 2026: FAST is worth understanding conceptually, but it is not yet a meaningful budget allocation for most campaigns. Watch this space — telco-backed platforms have the content libraries and the CTV distribution to launch FAST at scale if they choose to.
Which model should media planners focus on?
For India CTV advertising right now: AVOD is where the inventory is. The practical planning hierarchy:
- AVOD first. JioCinema free tier, MX Player, Zee5 free, YouTube CTV — this is the bulk of available, buyable CTV inventory in India.
- Hybrid AVOD tiers second. Disney+ Hotstar's ad-supported tier, JioCinema's lower-tier inventory during live sport. Understand the audience composition of each tier before buying.
- FAST when available. Not yet a meaningful India allocation. Flag it in plans as "emerging" and revisit annually.
- SVOD: not applicable for advertising unless the platform opens an ad tier. Monitor Netflix India for any ad tier expansion.
A note on terminology in media briefs
In Indian agency practice, "OTT advertising" is often used loosely to mean AVOD — because only AVOD carries advertising. When a client asks to "run on OTT," they almost always mean AVOD inventory on streaming platforms. Be precise in briefs: specify AVOD, name the platforms, confirm the tier, and clarify whether you mean CTV-only or all-screen OTT. Vague briefs produce vague buys.