OTT & Connected TV Advertising Options in India: Platforms, Formats, and Costs

OTT & Connected TV advertising options in India are rapidly transforming how brands reach premium, high-intent audiences. As smart TV penetration grows and streaming consumption accelerates, advertisers are increasingly shifting budgets from traditional television to OTT and Connected TV (CTV) advertising. Consequently, brands now gain access to targeted, measurable, and non-skippable video environments within the living room screen.

This article explains OTT & Connected TV advertising options in India, covering key platforms, ad formats, cost structures, and how brands can plan effective campaigns.

Understanding OTT & Connected TV Advertising in India

OTT (Over-The-Top) advertising refers to video ads served on streaming platforms accessed via mobile, desktop, and smart TVs. Connected TV advertising, however, specifically targets ads delivered through internet-connected televisions and streaming devices.

Because CTV ads appear on large screens and premium content, they combine the impact of television with the precision of digital advertising. Moreover, advertisers benefit from advanced targeting and real-time performance tracking.

Popular OTT & Connected TV Advertising Platforms in India

India’s OTT ecosystem is diverse, offering both subscription-based and ad-supported platforms. Brands can choose platforms based on audience demographics, language preferences, and content genres.

Leading OTT Advertising Platforms

• Disney+ Hotstar – Sports, entertainment, and mass reach

• JioCinema – Sports-led and regional-heavy audiences

• **SonyLIV ZEE5 – Strong regional and Hindi-speaking audiences

• MX Player – High reach with AVOD model

Additionally, international platforms such as Netflix and Amazon Prime Video offer limited or sponsorship-led advertising integrations in India.

Key OTT & Connected TV Advertising Formats

OTT & Connected TV advertising options in India include multiple high-impact video formats designed for lean-back viewing.

In-Stream Video Ads on OTT Platforms

These ads appear before, during, or after OTT content. Because viewers consume content on large screens, in-stream CTV ads deliver high attention and completion rates.

Common formats include:

• Pre-roll ads

• Mid-roll ads (especially during sports or long-form content)

• Post-roll ads

Home Screen & UI Banner Advertising

Connected TV platforms also offer banner placements on the smart TV home screen or app interface. These formats drive strong brand recall due to repeated exposure during content discovery.

Pause Screen & Interactive CTV Ads

Pause screen ads appear when users pause content, ensuring zero content interruption. Additionally, interactive CTV ads allow users to scan QR codes, visit websites, or download apps directly from their TV screen.

Cost Structure of OTT & Connected TV Advertising in India

OTT & Connected TV advertising costs in India depend on platform, content type, targeting depth, and seasonality.

Average Cost Benchmarks

• CPM Range: ₹150 to ₹600

• Premium Sports Inventory: ₹800+ CPM

• Regional OTT Platforms: ₹120–₹250 CPM

Although CTV CPMs are higher than mobile video ads, they deliver superior viewability and lower ad clutter. Therefore, brands often see better brand lift and recall.

Targeting Capabilities in OTT & CTV Advertising

OTT & Connected TV advertising options in India support precise targeting. Advertisers can segment audiences based on:

• Geography and language

• Device type (Smart TV vs mobile)

• Content genre preferences

• Household-level targeting

As a result, brands can reduce waste and improve message relevance compared to traditional TV buys.

Industries Benefiting Most from OTT & Connected TV Advertising

Several industries benefit significantly from OTT & CTV advertising:

• FMCG and consumer electronics

• Automotive and EV brands

• BFSI and fintech platforms

• EdTech and healthcare brands

Because OTT audiences are highly engaged, these campaigns often influence purchase consideration effectively.

How Brands Should Plan OTT & Connected TV Advertising in India

To maximise ROI, brands should combine OTT and CTV placements strategically. For example, CTV ads can drive awareness, while mobile OTT retargeting can drive conversions. Additionally, creatives should be optimised for big-screen viewing with clear visuals and strong audio cues.

Moreover, frequency control and dayparting help prevent overexposure while maintaining recall.

The Future of OTT & Connected TV Advertising Options in India

OTT & Connected TV advertising in India will continue to grow as smart TV adoption increases. With advancements in programmatic CTV buying, interactive formats, and cross-device measurement, advertisers will gain even deeper insights into campaign performance.

Ultimately, OTT and CTV will become a core component of full-funnel digital media strategies.