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DV360 Account

Connected TV and OTT advertising

Connected TV and OTT advertising in India

Run video ads on JioHotstar, ZEE5, SonyLIV, Amazon MX Player and regional streaming apps, on phones and on the big screen. We buy them through Programmatic Guaranteed and private deals in DV360, so one plan covers every app.

Connected TV (CTV) and OTT advertising means showing video ads inside streaming apps such as JioHotstar, ZEE5 and SonyLIV, on smart TVs, phones and laptops. In India, most premium OTT inventory is bought through Programmatic Guaranteed or private deals with fixed CPMs. Indicative CPMs start around ₹200 to ₹350 for most apps and rise for live sport and connected TV only buys.

Last updated: 11 November 2026

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A family on a sofa watching a streaming app on a smart TV during a short ad break.

Choose a platform

Open any platform for its audience, targeting options, indicative costs and how to book it.

Compare at a glance

Indicative figures for planning. Final rates, availability and minimum spends are confirmed for each campaign, and GST is extra.

PlatformTypeLanguagesIndicative CPMMinimum spend
JioHotstar Entertainment and sports OTT Hindi, English, Tamil, Telugu, Kannada, Malayalam, Bengali, Marathi and more ₹250–450 entertainment, ₹600–950 sports ₹10 lakh entertainment, ₹25 lakh sports
ZEE5 Multilingual entertainment OTT Hindi, English, Bengali, Marathi, Tamil, Telugu, Kannada, Malayalam, Gujarati, Punjabi, Odia and Bhojpuri ₹350–650 ₹10 lakh
SonyLIV Sports and entertainment OTT Hindi, English, Tamil, Telugu, Malayalam, Kannada, Bengali and Marathi ₹350–700 ₹10 lakh
Amazon MX Player Free ad-supported OTT Mainly Hindi, with dubbed Korean, Turkish and Mandarin titles and some regional content ₹200–450 ₹10 lakh
Amazon Prime Video Premium subscription OTT with ads Hindi, English, Tamil, Telugu, Malayalam, Kannada and other Indian languages, plus dubbed international titles ₹300–750 Confirmed per campaign
Sun NXT South Indian regional OTT Tamil, Telugu, Kannada and Malayalam, with some Hindi, Bengali and Marathi titles ₹250–500 ₹5 lakh
aha Telugu and Tamil OTT Telugu and Tamil ₹250–500 ₹5 lakh
hoichoi Bengali OTT Bengali, with some titles dubbed into Hindi ₹300–750 ₹3 lakh
ShemarooMe Hindi, Gujarati and devotional OTT Hindi and Gujarati, with Marathi and Punjabi titles ₹300–750 ₹3 lakh
Chaupal Punjabi, Haryanvi and Bhojpuri OTT Punjabi, Haryanvi and Bhojpuri ₹300–750 ₹2 lakh

Why brands add connected TV and OTT to their media plans

  • The living room is back

    More and more Indian homes watch streaming apps on smart TVs. Your ad plays full screen, usually with the sound on, and often in front of the whole family.

  • Content people choose to watch

    Shows, films and live sport are professionally produced. That gives you a safer and more premium setting than open social feeds.

  • Speak each market's language

    Tamil, Telugu, Bengali, Marathi and Punjabi apps let you run a different cut in each state without buying TV in each one.

  • Fixed prices, planned delivery

    Programmatic Guaranteed deals lock the CPM and the volume before launch, which makes budgeting simple.

  • One plan across apps

    Buying through DV360 means one set of targeting rules, one frequency cap and one report, whichever apps you pick.

  • Measurable reach

    You see impressions, unique reach, completion rates and, where the budget qualifies, brand lift.

How buying through us works

  1. 1

    Tell us the brief

    Share your audience, languages, regions, dates and budget, or send the plan you already have.

  2. 2

    We check inventory

    We ask the apps for availability on your dates and come back with a mix, rates and expected reach.

  3. 3

    Approve and prepay

    You approve the plan and creatives. Campaigns are prepaid before they go live.

  4. 4

    Deals go live in DV360

    We set up the deals, apply targeting and frequency caps, and launch.

  5. 5

    Weekly reporting

    You get delivery, reach, completion and device reports while the campaign runs, and a full report at the end.

Our DV360 Managed Service handles the whole buy for you, from setup and deals to optimisation and reports. A Campaign-Based Engagement suits a single launch or a festive burst. If your team prefers to run its own buying, we can set you up with a DV360 Self-Serve Account.

More about connected TV and OTT advertising

How is OTT different from connected TV?

OTT is the content. It means a show or film delivered over the internet instead of a cable or DTH box. Connected TV is the screen, a smart TV or a streaming stick plugged into a TV.

So a JioHotstar episode watched on a phone is OTT on mobile. The same episode on a smart TV is OTT on connected TV. Most apps let you buy both, or only the big screen if that is what your brand needs.

Which app should you start with?

Start with your audience, not the app. A national FMCG launch usually needs JioHotstar for scale, then ZEE5 or SonyLIV for extra reach and frequency. A brand selling only in Tamil Nadu and Andhra Pradesh may get more from Sun NXT and aha than from any national app.

Your goal Good starting point
Mass reach in a short window JioHotstar, especially around live cricket
Hindi heartland frequency ZEE5, SonyLIV, Amazon MX Player
South India Sun NXT, aha, plus regional content on the national apps
Bengal and the North East Bengali content on the national apps, plus branded content on hoichoi
Premium big-screen viewers Connected TV only deals and YouTube on CTV

If you are not sure, ask for a free media plan and we will suggest apps and a budget split from your audience and objective.

What does OTT advertising cost?

Most premium OTT deals are priced per thousand impressions. For planning, entertainment inventory usually sits between ₹200 and ₹500 CPM. Live sport and connected TV only buys cost more, and big tournaments push prices up further.

Most apps also have a minimum deal size, from about ₹2 lakh on smaller regional apps to ₹10 lakh or more on the largest platforms. The figures on each platform page are indicative. We confirm the real rate for your dates before you commit.

Can you buy OTT on open auction?

Some connected TV inventory is available on open auction, and it can be a cheaper way to add reach. The trade off is less control over which apps your ads appear in. For brand campaigns, we usually anchor the plan on guaranteed deals and use open auction to top up.

Questions we hear often

What is the minimum budget for OTT advertising?
It depends on the app. Smaller regional apps start from about ₹2 to ₹3 lakh, while JioHotstar entertainment starts around ₹10 lakh and live sport around ₹25 lakh. We can combine smaller apps to fit your budget.

Can I target only smart TV viewers?
Yes. Most apps and YouTube let us limit delivery to connected TV screens. Expect a higher CPM than mobile.

Do OTT ads have to be 30 seconds long?
No. Ten, 15 and 20 second ads work well on most apps, and a 10 second cut is useful for live sport breaks.

How do I know my ads ran?
You get reports on impressions, reach, frequency, completion rate and device split from DV360, and we share them during and after the campaign.

Do you work with agencies?
Yes. Selected agencies and brands that meet our eligibility criteria can earn Scale-Up Incentives from DV360 Account when we run their campaigns through our managed service or as a campaign-based engagement.

Related reading

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