SonyLIV Advertising

Who watches SonyLIV?

SonyLIV draws two overlapping crowds. One comes for live sport. The other comes for originals and Sony TV shows. Both skew urban, and a good share of viewing happens on the TV in the living room.

Sony does not share a recent monthly user number for SonyLIV. A CLSA report covered by Tele.net in April 2026 estimated about 30 million monthly active users, similar to ZEE5. That is an analyst view, not a company figure. Back in 2022, afaqs reported 18.2 million paying subscribers two years after the app's relaunch.

The audience grows sharply around big events. A multi-nation cricket tournament or a marquee football night can bring in viewers who rarely open the app otherwise. Plan your weight around those peaks.

What sport and shows can you advertise around?

Sport rights change often, so we check them before every plan. As of late 2026, these are the ones we can point to with sources.

Bilateral India home cricket and the IPL sit with JioStar, not Sony. If your plan needs those, look at the connected TV and OTT hub for the wider mix.

Entertainment is the steady, year-round part of the buy. SonyLIV made its name with originals such as Scam 1992, Rocket Boys and Maharani. Those shows built an audience of urban adults who enjoy longer, well-made drama.

Sony Entertainment Television's big reality and quiz shows also stream on the app. A fintech brand could run mid-rolls in a startup pitch show and catch exactly the people who think about investing. Regional originals in Tamil, Telugu and Malayalam add southern reach.

What ad formats are available?

The programmatic buy is mostly in-stream video. Pre-roll runs before content. Mid-roll runs in breaks during episodes, films and matches. On connected TV the ad fills the screen.

For live cricket, keep a 10-second cut ready. Breaks between overs are short, and long spots may not fit every slot. For entertainment, 15 and 20 seconds work well. Branded segments, presenting sponsorships and on-screen overlays during matches are sold by Sony's own team. We can ask on your behalf for larger budgets.

When should you advertise on SonyLIV?

Cricket windows are the obvious peaks. Asia Cup editions bring the biggest audiences, and India vs Pakistan nights sell out first. The Asian Games 2026 window this autumn showed how a multi-sport event can carry national pride and daily viewing for two weeks.

The European football season runs from August to May, with knockout nights in spring. That is useful for brands chasing young men in the metros. Outside these windows, originals and Sony TV shows give steady inventory at calmer rates.

Festive months from September to November are busy on every app. If you want a Diwali push on SonyLIV, brief us early.

How do you measure SonyLIV campaigns?

We report impressions, unique reach, average frequency, video completion rate and viewability where measured. Everything is split by device and region, and by sport versus entertainment where the deal allows.

Live sport often brings very high completion rates on the TV. It also delivers in bursts, so check reach by match, not only for the full flight. Brand lift studies are possible on qualifying campaigns. Floodlight and other tags can track site visits and conversions.

How does SonyLIV compare with other OTT apps?

JioHotstar has more scale and the IPL. ZEE5 is stronger in daily regional serials. SonyLIV sits between them with a sharper sports and originals mix and less clutter. For many brands it is the second or third OTT app on the plan, chosen for a specific event or audience. Our guide to planning OTT campaigns shows how to give each app a clear role.

Tips for better SonyLIV advertising results

Lock sports dates as soon as the fixture list is out. Good match inventory goes first.

Use different creative for sport and entertainment. A loud, high-energy spot suits a match. A calmer story suits a drama binge.

Cap frequency hard during tournaments. A fan who watches every match can see your ad far too often.

Use connected TV for launches. SonyLIV ads on a big screen during a live match feel close to a TV buy, with programmatic targeting on top.