East India — West Bengal, Odisha, and the northeast states — is an underserved but growing CTV market. West Bengal's Bengali-language content appetite drives significant streaming volume, while Odisha's rapid smartphone and affordable broadband penetration is fuelling a newer wave of connected TV adoption. For advertisers, east India represents a region where CTV reach is still below the national average but growing faster than metros.
East India CTV profile
East India's CTV market is primarily defined by West Bengal and Kolkata's media consumption patterns:
- West Bengal CTV households: Estimated 5–7 million connected TV households (2025), with Kolkata metro contributing approximately 2–3 million
- Kolkata media profile: High Hindi and Bengali bilingual content consumption; significant appetite for Bengali films, drama serials, and news
- Non-metro West Bengal: Bengali-language content dominant; Star Jalsha and Zee Bangla catch-up on streaming platforms are the primary CTV viewing modes
- Odisha: 3–4 million connected TV households; Odia-language content is limited on streaming; Hindi content is the default for smart TV viewing
- Internet quality: Broadband and 4G penetration in non-metro east India is lower than national average, which affects CTV stream quality and buffering rates — a consideration for platform technical teams
Bengali-language content platforms on CTV
The Bengali-language content ecosystem on CTV is well-developed, driven by the strong Bengali entertainment industry (television drama, films, music):
| Platform | Bengali content depth | CTV availability |
|---|---|---|
| Zee5 | Zee Bangla catch-up, Bengali originals, Bangla films; strong library | Android TV, Samsung, LG, Fire TV |
| JioHotstar | Star Jalsha catch-up, Bengali films, Hotstar specials in Bengali | All major smart TV platforms |
| SonyLIV | Limited Bengali; some Sony Aath catch-up content | Android TV, Samsung |
| MX Player | Bengali films, short-form content; decent catalogue | Android TV, Fire TV |
| Hoichoi | Premium Bengali OTT — largest original Bengali content library; limited CTV app availability | Android TV only; limited smart TV coverage |
Hoichoi is notable as a Bengali-specific SVOD platform with strong original content. However, its CTV reach is limited — available primarily on Android TV, without dedicated Samsung or LG apps as of 2026. This means the Bengali AVOD audience on CTV is primarily reachable through Zee5, JioHotstar, and MX Player.
Odisha and Odia-language CTV
Odia-language streaming content is significantly less developed than Bengali. The primary options on CTV:
- Zee5: Carries some Zee Sarthak (Odisha-targeted channel) catch-up content
- JioHotstar: Limited Odia-language content; primarily Hindi Hindi content consumed by Odisha viewers
- OTT Odisha-specific (web only): Small Odisha-specific platforms (OdiaOne, etc.) exist primarily as web/mobile apps without CTV presence
For advertisers specifically targeting Odisha audiences on CTV, geographic targeting (state-level) within Hindi-language or general-audience content is the primary approach, combined with language targeting where Odia-language content is available.
Buying east India CTV inventory
Geographic targeting: DV360, The Trade Desk, and Amazon DSP all support West Bengal and Odisha state-level targeting. Kolkata city-level targeting is supported by most platforms. This is the primary lever for east India-specific CTV buys.
Bengali-language content targeting: Zee5 and JioHotstar support content language targeting (Bengali). This is the cleanest way to reach the Bengali-language audience specifically — more targeted than state geography alone (which includes Hindi-dominant Kolkata metro consumers).
Direct deals: For meaningful Bengali-language CTV buys, direct deals with Zee5 (Zee Bangla inventory) are the most efficient route. Packages typically require ₹10–20L minimum for state-specific Bengali content. JioHotstar manages Star Jalsha inventory similarly — direct or via agency packages.
CPM benchmarks (east India CTV): Open programmatic CPMs for east India geographic targeting typically run 10–20% below national average due to lower advertiser competition for this region. Bengali content PMPs are closer to national rates, reflecting the stronger content environment.
Advertiser categories with east India CTV fit
- FMCG — everyday consumer goods: The Bengali and Odia-speaking mass-market consumer is an active buyer of packaged foods, personal care, and home products. CTV reach into this audience via Bengali-language content is efficient.
- Insurance and financial services: Kolkata is a historically significant financial services market with high awareness of life insurance. CTV is an effective reach vehicle for financial product marketing in this market.
- Education: West Bengal has a strong higher education culture; EdTech brands targeting school-going and college-age populations find a receptive east India audience.
- Local and regional brands: Brands specific to eastern India (local steel companies, regional packaged foods, Kolkata-based real estate) benefit from east India CTV geo-targeting to focus spend efficiently.