India CTV advertising is a multi-platform, walled garden ecosystem. There is no single buy that reaches all of it. Each major platform has a distinct audience composition, content catalogue, buying route, and measurement capability. According to Ormax Media's OTT Audience Report 2025, India had 129 million active CTV users in 2025 — but that audience is split across multiple competing platforms with no programmatic unification. This article maps every significant India CTV platform from an advertiser perspective.
How is India CTV fragmented?
India CTV advertising runs across five main platform types: AVOD streaming apps (JioHotstar, SonyLIV, Zee5), YouTube CTV, FAST channels (Samsung TV Plus, JioTV+), smart TV OEM platforms (Samsung Ads, LG Ads), and Amazon Fire TV. Each operates independently with no cross-platform programmatic access. The FICCI-EY M&E Report 2026 puts India's digital media segment at INR 802 billion in 2025 — a 17% year-on-year increase — with CTV as the fastest-growing sub-segment.
JioHotstar — what advertisers need to know
The merged JioHotstar platform is the dominant India CTV destination by active streaming users. It holds IPL digital rights, ICC cricket, Star Sports live sports, and a large entertainment catalogue. Buying route: direct deal only via Jio Ads or the Star/Disney sales team. SSAI delivery means no client-side third-party tracking. The platform has published a CTV Playbook for advertisers covering formats, targeting, and buying structure. The single most important India CTV platform for reach at scale.
CPM estimates (StratPulse, 2025–26): Rs 150–350 standard pre-roll; Rs 400–600+ IPL live. Minimum spend: Rs 5–10 lakh standard. These are indicative — actual rates depend on deal size, targeting, and season.
YouTube CTV — what advertisers need to know
YouTube on the TV screen is the only fully programmatic India CTV inventory. Buying route: DV360 or Google Ads, no minimum spend threshold. Third-party verification works (DoubleVerify integration available). Brand Lift studies available. Google audience targeting — including intent signals from Search — is the most sophisticated on India CTV. The platform for programmatic-first strategies, smaller budgets, and campaigns requiring independent measurement.
CPM estimates (StratPulse, 2025–26): Rs 30–120 TrueView; Rs 100–300 for reserved formats. Rates are auction-driven and vary significantly by audience segment and content category.
SonyLIV — what advertisers need to know
SonyLIV is strong in cricket (ICC co-rights), South Indian content, and Sony Entertainment Television programming. Buying route: direct deal. Relevant for brands targeting South India audiences or cricket viewers outside the IPL window.
CPM estimates (StratPulse, 2025–26): Rs 80–200. Minimum spend typically Rs 3–5 lakh.
Zee5 — what advertisers need to know
Zee5 has deep regional language content across Marathi, Bengali, Tamil, Telugu, and Kannada alongside Zee Entertainment TV shows. Buying route: direct deal only. Relevant for regional language campaigns and brands with strong Tier 2 city presence.
CPM estimates (StratPulse, 2025–26): Rs 60–180. No meaningful programmatic access.
Samsung Ads — what advertisers need to know
Samsung smart TVs command a significant share of India's smart TV installed base. The Smart Hub banner appears at TV turn-on before any app opens, delivering home screen awareness before content selection. Samsung Ads offers ACR (Automatic Content Recognition) targeting — reaching viewers based on what linear TV content they have recently watched on their Samsung set. A Samsung Ads and Kantar study across India found CTV advertising drove a 7.9% uplift in consumer consideration and 8.5% uplift in purchase intent among Gen Z audiences. Buying route: direct deal.
CPM estimates (StratPulse, 2025–26): Rs 200–500 for premium placements.
Amazon Fire TV and Amazon DSP
Amazon Fire TV Stick has a significant installed base in India. Amazon DSP provides programmatic access to Fire TV home screen and in-app inventory. Amazon's first-party purchase and browsing data is the targeting differentiator — particularly valuable for e-commerce, consumer electronics, and FMCG brands. Buying route: Amazon DSP (programmatic) or direct deal for premium placements.
CPM estimates (StratPulse, 2025–26): Rs 150–300.
How should advertisers approach platform selection?
Most India CTV campaigns should anchor on JioHotstar for non-skippable reach at scale and YouTube CTV for programmatic targeting and independent measurement. Add SonyLIV for South India or cricket depth outside IPL. Add Zee5 for regional language reach. Add Samsung Ads for home screen awareness among smart TV audiences. Concentration in fewer platforms with sufficient budget produces better frequency management and more actionable measurement than thin distribution across many platforms.
For a structured approach to platform selection based on campaign objective, audience, and budget, use the CTV Campaign Planner — a free tool built for India market planning.