MUMBAI: JioStar Entertainment is turning up the volume on India’s Connected TV (CTV) revolution with the launch of its first-ever CTV Playbook — a glossy, data-rich guide to decoding the premium, couch-loving consumer.
At a time when the nation’s living rooms are morphing into digital-first, high-attention arenas, the playbook unpacks how brands can ride the CTV wave to deliver deeper stories, smarter targeting, and sharper results. Built in partnership with research giant Ipsos, the report combines national survey insights with platform analytics from June 2025 to offer a panoramic view of India’s CTV surge.
At the heart of the playbook is the R.A.C.E. framework — Reach, Attention, Connection, and Effectiveness — a four-step mantra that helps brands move beyond vanity metrics into full-funnel firepower. Think targeted storytelling that doesn’t just get seen, but remembered and acted on.
Watch time on JioHotstar’s CTV platform has exploded by 85 per cent, with 40 per cent of all streaming now happening on the big screen. Average daily CTV viewing stands at over 100 minutes — that’s 1.5x more than mobile. What’s more, co-viewing on JioHotstar clocks in at a staggering 3.1x, with 70 per cent of users watching with family and 66 per cent doing so together.
And it’s not just quantity, but quality. The report reveals 90 per cent of CTV viewers come from affluent homes, 81 per cent are NCCS AB, and over 60 per cent live in India’s top 8 metros. In short, CTV is where the money is — and where the marketing should be.
The content ecosystem packs a punch too: 22,000+ titles across 19 languages, 250+ originals, 7,000+ global hits from 10+ international studios. Impressively, 91 per cent of JioHotstar Specials’ CTV viewers are paid subscribers — that’s 50 per cent higher than the platform average.
“Connected TV is no longer just a screen—it’s becoming the new center of gravity in India’s digital households. With co-viewing at 3.1X, 90 per cent of audiences being affluent, and an 85 per cent surge in watch time, the scale and quality of engagement on JioHotstar’s CTV platform is unmatched. This Playbook is a strategic response to this shift—built to help marketers harness the full-funnel potential of big-screen storytelling. From lean-in attention to measurable business outcomes, CTV offers an unmatched canvas for brands to move beyond impressions to impact. At JioStar, we’re excited to lead the charge in shaping this premium, intent-rich space into a high-performance marketing platform for the future”, said JioStar head of revenue, entertainment & international, Ajit Varghese.
“The shift toward CTV within the digital ecosystem is a behavioural shift in how families consume, co-view, and even co-decide. Our research with JioHotstar supports what the data shows: CTV audiences are more premium, and more likely to recall and act on brand messaging delivered in a big-screen environment,” said Ipsos managing director – research, Jyoti Malladi.
Regional storytelling is having its moment too. While Hindi and English dominate, regional languages especially Malayalam are breaking barriers, with over 80 per cent of Malayalam CTV viewers coming from outside the community.
With the living room now centre stage for digital India, JioStar’s playbook gives advertisers the cues they need to own it, encouraging marketers to #ThinkCTVThinkJioHotstar.
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