India's CTV household base is expanding because of two forces working in parallel: Jio and Airtel building home broadband infrastructure that enables reliable streaming, and a wave of affordable smart TV shipments from Samsung, LG, Xiaomi, and Indian OEMs. Together, these telco and hardware players define who can access CTV in India — and they also represent distinct advertising channels that reach CTV households at the device and OS layer, before any streaming app is opened.
This hub covers telco-linked CTV advertising (JioFiber bundled content, Airtel Xstream) and OEM home screen advertising (Samsung Ads, LG Ads, and the Indian OEM ecosystem). These are complementary routes to platform buying on JioHotstar and YouTube.
Articles in this hub
- JioFiber and CTV advertising: India's broadband expansion and what it means for planners
- Airtel Xstream CTV advertising: reach, buying, and India audience
- Smart TV OEM advertising in India: Samsung Ads, LG Ads, and home screen inventory
- India CTV household growth: how many households, what is driving it, and what it means for advertisers
- Regional language CTV in India: scale, platforms, and advertising opportunities
- Vi (Vodafone Idea) and CTV advertising in India: what planners need to know
- Samsung TV Plus in India: FAST advertising, ACR data, and how to buy
- India CTV device landscape: smart TVs, streaming sticks, and STBs in 2025-26
- Samsung Tizen and LG webOS CTV advertising: OEM platforms in India