India CTV CPMs vary significantly by platform, ad format, deal type, and content context. This page is a single-page reference combining the ranges covered across the India CPM Benchmarks hub — so you can compare without clicking through multiple articles. All figures are agency-reported estimates and directional ranges, not published rate cards. Treat them as orientation, not precision.
On the numbers: No India CTV publisher publishes a rate card. These ranges are derived from agency-reported estimates, industry conversations, and publicly available context — consistent with what's covered in the detailed articles on this hub. Actual rates depend on targeting, deal type, content adjacency, volume, and seasonality. Ranges should be used for planning and orientation only.
Table 1 — By platform
CPM ranges by publisher
Each publisher's CPM reflects their inventory quality, content mix, audience scale, and programmatic openness. The ranges below cover standard non-skippable pre-roll on direct IO or PMP, outside of live sports events.
| Publisher | Tier | Estimated CPM range (₹) | Deal type assumed | Key variable |
|---|---|---|---|---|
| JioHotstar Largest India CTV platform; IPL, Disney content, Star originals |
Premium | ₹600 – ₹1,200 Non-skippable pre-roll, direct IO, non-IPL |
Direct IO / PMP | IPL significantly increases rates — see IPL row below |
| JioHotstar — IPL window Live cricket, highest demand period |
Premium+ | ₹1,500 – ₹4,000+ Estimated; varies by package, inventory type, association level |
Direct IO (most inventory) | Demand far exceeds supply during IPL; rates reflect scarcity |
| SonyLIV Cricket series, tennis, WWE; mid-premium positioning |
Mid-premium | ₹450 – ₹900 Direct deals; lower in non-live-sports windows |
Direct IO / PMP | Live sports inventory commands the top of range |
| Zee5 Entertainment, original content, regional strength |
Mid | ₹400 – ₹800 Direct deals on standard content; regional inventory may vary |
Direct IO / PMP | Regional language targeting may affect rate |
| YouTube CTV YouTube app on smart TVs; auction-driven, wide range |
Variable | ₹300 – ₹700 Non-skippable; bought via Google Ads or DV360 |
Programmatic (Google Ads / DV360) | Audience targeting and bidding strategy drive wide variation |
| Samsung Ads (TV Plus) OEM-level inventory; home screen + FAST channels on Samsung TVs |
Mid-lower | ₹200 – ₹500 ACR-targeted CTV placements |
Programmatic / Direct | ACR audience data adds targeting value beyond raw CPM |
| Amazon Fire TV / MiniTV Fire TV sponsored placements; Amazon MiniTV pre-roll |
Mid | ₹250 – ₹600 First-party purchase data adds floor to rates |
Amazon DSP / Direct | Shopper data targeting is the key value driver |
Table 2 — By ad format
CPM ranges by ad format
Format determines the viewer experience and therefore the CPM ceiling. Non-skippable video commands the highest rates; display overlays sit at the low end.
| Format | Typical length | Estimated CPM range (₹) | Notes |
|---|---|---|---|
| Non-skippable pre-roll Plays before content; viewer cannot skip |
15–30 sec | ₹400 – ₹1,200 | Highest-value format; range driven by platform tier and deal type. Open auction sits at low end; premium direct at top. |
| Mid-roll Interrupts content mid-stream; very high completion |
15–30 sec | ₹350 – ₹900 | Broadly comparable to pre-roll; completion rates typically higher. Strong for brand campaigns requiring message absorption. |
| Bumper / non-skippable short Short, unskippable; used for frequency and recall |
6 sec | ₹300 – ₹700 | Lower than full pre-roll due to shorter duration. YouTube bumpers are the most common India CTV use case. |
| Pause ad Static or animated display shown when viewer pauses content |
On pause | ₹150 – ₹350 | Display-tier CPMs. Format is still early-stage in India; limited to select publishers. High attention context despite lower CPM. |
| Display overlay / L-banner Appears over content; viewer can dismiss |
Persistent / timed | ₹100 – ₹300 | Competes with digital display CPMs. Lower cost, lower prominence. Good for reach-focused campaigns with tight budgets. |
| Home screen / spotlight placement Featured placement on platform home screen |
Persistent | ₹250 – ₹700 | Visibility at the highest-intent moment (viewer choosing what to watch). Available on JioHotstar, Zee5, Samsung TV Plus, Fire TV. |
| Branded / sponsorship Title sponsorship, show integration, co-branded content |
Custom | Custom pricing | Not priced on CPM — typically sold as package deals. Effective CPM when back-calculated is often high, but brand association value is the primary driver. |
Table 3 — By deal type
CPM impact by deal type
The route to market affects price significantly. The same platform, same format, same audience — bought differently — can have CPMs that vary by 2–3x.
| Deal type | Relative CPM | What you get | Best for |
|---|---|---|---|
| Direct IO Negotiated directly with publisher sales team |
Highest | Guaranteed delivery, premium inventory access, brand safety controls, first-look on new placements | Brand campaigns, tentpole events, publishers where programmatic access is restricted |
| Private Marketplace (PMP) Publisher-curated deal through SSP/DSP |
Mid-high | Programmatic efficiency + publisher-controlled inventory quality; deal ID controls access | Buyers who want programmatic scale without open auction quality risk |
| Programmatic Guaranteed (PG) Fixed CPM, guaranteed volume, executed programmatically |
Mid-high | Certainty of delivery + programmatic workflow; rare in India CTV today but growing | Performance brands that need guaranteed delivery but want programmatic reporting |
| Open Auction Real-time bidding, no publisher relationship required |
Lowest | Scale, flexibility, no minimum spend; but limited premium CTV inventory available via open auction in India | Performance campaigns, YouTube CTV, lower-tier inventory; not the primary route for premium India CTV |
Table 4 — By brand category
CPM context by advertiser category
Category affects willingness to pay and therefore the rates other advertisers set in auction. If your category commands premium rates, expect to bid competitively.
| Category | Typical CPM posture | Notes |
|---|---|---|
| BFSI (banking, insurance, investments) | High | High LTV customers, strong brand safety requirements. Will pay premium for contextually adjacent content. |
| Automotive | High | Premium CTV aligns with aspirational brand positioning. Launch campaigns especially command high rates. |
| E-commerce / quick commerce | Mid–High | Performance-driven; will pay for audiences over context. Amazon DSP with shopper data is favoured. |
| FMCG | Mid | High volume, mid CPM. CTV reaches SEC A audiences not easily reached via linear. Reach > precision. |
| OTT self-promotion | Mid | Platforms promoting content/subscriptions on competitor CTV or YouTube CTV. High frequency, moderate spend. |
| Pharma / healthcare | Mid–Lower | Regulatory constraints limit some formats. OTC brands more active than Rx. Audience targeting prioritised over premium context. |
How to read these numbers
A few things to keep in mind when using this reference for planning:
- These are ranges, not rate cards. No India CTV publisher publishes CPMs publicly. Every number here is derived from agency estimates, industry conversations, and reported ranges — consistent with the detailed articles in this hub.
- Ranges overlap intentionally. A mid-tier publisher with a premium targeting segment can command rates at the top of its range that exceed a premium publisher's floor. Context, audience, and deal structure all shift the number.
- IPL is a separate market. During IPL, JioHotstar CPMs operate in a different supply/demand regime. Plan IPL budgets separately.
- Open auction is not the primary market for India CTV. Most premium CTV inventory in India is sold direct or via PMP. Open auction CPMs exist but represent the floor, not the norm.
- Rates are moving upward. India CTV CPMs in 2026 are higher than 2023. As more premium inventory enters the market (ad tiers, FAST), rates will fluctuate — but the directional trend for quality inventory is upward.