The Indian OTT market has been phenomenal, and it has increased internet consumption even more in recent years. As households rapidly adopt CTV technology, the time is still ripe for the video advertising scenario to take off. Many people find them extremely rewarding and time-saving because they can be played on a phone, tablet, laptop, or television. Since the market has grown so rapidly in recent years, it is reasonable to expect that not only will the OTT platform sector grow, but that several new competitors will enter the market with more excellent features and lower subscription prices.
OTT platforms are a popular and effective way to connect with modern viewers. It is the best option for businesses that want to engage potential customers during the discovery stage of the consumer journey.
In this context, according to The Media Ant’s analytics data, we have compiled a list of the top 15 OTT platforms in India to help advertisers reach their target audience. Through the trinity of sight, sound, and motion, OTT platform advertising effectively connects a brand and an interested customer. OTT platforms also enable businesses to use cutting-edge machine learning to improve and future-proof their advertising using first-party data.
Hotstar
Hotstar, one of India’s most popular video platforms, is an OTT platform that provides feature-length films, web series, live sports streaming, and other entertainment. Hotstar Ads target audiences who are actively using the app to view content. Hotstar Ads employ effective marketing techniques to increase visibility and awareness.
By running ads on Hotstar, brands can target the audience that matters to them while staying within their budget. Using various targeting options, brands can choose the best audience for their message and how frequently they want to contact them. Hotstar allows customers to fully view the brand’s messages. Brand advertising, like television, runs alongside carefully selected, high-quality content, which helps to increase brand recognition and trust.
However, only some platforms match Hotstar’s combination of content, user experience, and advertising choices. The offering grew better with Disney’s addition to the platform last year.
Popular Ad Types: Banner ads, Video ads, RoadBlock ads, Connected TV
Popular Targeting Options: Geo, Gender, Age, Language, Interest, Genre, Top 10 Shows, Custom Audience, Device, Carrier/Data, Retargeting, English Content, English Viewers, Transacting Audience
Users in App (Gender-wise)
| Male | 80% |
| Female | 20% |
Users in App (Age-wise)
| 18-24 years | 24% |
| 25-34 years | 45% |
Language-wise Distribution in %
| Hindi | 61 |
| Tamil | 11 |
| Telugu | 9 |
| Bengali | 9 |
| English | 4 |
| Malayalam | 3 |
| Marathi | 2 |
| Kannada | 1 |
Voot
Viacom18 provides the most premium content in India through Voot. They offer over 35,000 hours of content in addition to Indian and foreign language movies, short stories, web series, and many other genres.
They provide high-quality video and Chromecast support, allowing you to watch your favorite shows on your favorite devices. If you’re looking for a dependable streaming platform that won’t let you down with its impressive lineup of programming, Voot is one of the best options available.
Popular Ad Types: Banner ads, Video ads, Masthead banner ads, Connected TV
Popular Targeting Options: Geo, Gender, Age, Interest
Users in App in % (Gender-wise)
| Male | 70 |
| Female | 30 |
Users in App in % (Age-wise)
| 18 – 24 | 20 |
| 25 – 34 | 54 |
| 35 – 44 | 18 |
Language-wise Distribution in %
| Hindi | 80 |
| Kannada | 12 |
| Marathi | 3 |
| Bengali | 2 |
| Gujarati | 2 |
| English | 1 |
JioCinema
Reliance JioCinema by Jio Infocomm Ltd. is an on-demand video OTT platform for watching hit movies, reality shows, and TV episodes online. On this movie app, you can find movies, TV shows, music videos, Jio shorts, documentaries, and trailers, among other things. Viacom18 moved all of its sports programs from Voot to JioCinema after their successful merger in September 2022, making that platform the network’s primary digital sports destination. Since IPL will soon be available on the platform, brands have a fantastic opportunity to advertise in Jio Cinema to reach your target demographic.
Digital advertising is one of the most common types of advertising in JioCinema. The sites’ regular content updates keep user engagement high. The programming at JioCinema attracts a high-quality audience that is engaged and returns frequently. Advertising on JioCinema is an excellent option for connecting with your target audience online.
Popular Ad Types: Video ads, Masthead Banner, Connected TV
Popular Targeting Options: Geo, Gender, Age, Genre, Device
Users in App in % (Gender-wise)
| Male | 54.6 |
| Female | 45.4 |
Users in App in % (Age-wise)
| 18-24 | 14 |
| 25-34 | 57 |
| 35-44 | 21 |
ALTBalaji
ALTBalaji is a Balaji Telefilms subsidiary. They have one of the country’s largest media libraries and have access to tonnes of original and Indian content, movies, shows, and kids exclusives, as well as a slew of other perks.
Top Shows: Apharan, The Test Case, Gandii Baat, and Romil and Jugal are among the most popular shows on the platform.
Subscription Plans: They offer three different types of subscriptions. Rs 100 for two months, Rs 199 for six months, and Rs 300 for a year. You can also rent different shows or movies for a lower price and for a limited time.
Popular Ad Types: Banner ads, Video ads
Popular Targeting Options: Geo, Gender, Age,
Users in App in % (Gender-wise)
| Male | 69.7 |
| Female | 30.3 |
Users in App in % (Age-wise)
| 18 – 24 | 14 |
| 25 – 34 | 38 |
| 35 – 44 | 43 |
Jio TV
Internet services have become more accessible to mobile subscribers since the launch of Jio. As users have access to data, the growing reach of the internet has boosted the growth of OTT platforms. Meanwhile, Jio has a streaming platform called JioTV. JioTV subscribers have access to over 800 channels. The JioTV app also allows users to watch catch-up content. JioTV’s web version was launched in December 2017, but it was removed due to technical issues. Jio has collaborated with a number of broadcasting companies to provide users with 24-hour access to live TV channels. JioTV is available to all Jio customers at no cost.
Popular Ad Types: Banner ads, Video ads, Connected TV
Popular Targeting Options: Geo, Gender, Age
Users in App in % (Gender-wise)
| Male | 87 |
| Female | 13 |
Users in App in % (Age-wise)
| 18 – 24 | 30 |
| 25 – 34 | 46 |
| 35 – 44 | 18 |
User behavior Distribution in Million
| E-wallets | 47 |
| OTT Consumers | 47 |
| Online Shopper | 24 |
Discovery+
Discovery Plus is a Warner Bros. Discovery-owned streaming service that debuted in India on March 23, 2020. It has a large content library that includes Discovery Channel, Animal Planet, TLC, Travel Channel, Magnolia Network, HGTV, Food Network, and Investigation Discovery, as well as CNN. With its diverse content library spanning 40 categories ranging from entertainment to educational programming – as well as its factual storytelling – it is one of the most popular streaming services available today.
Top Shows: Mythbusters, Unprecedented, American Detective, and House of Hammer are among the most popular shows on Discovery Plus.
Popular Ad Types: Banner ads, Masthead banner ads
Popular Targeting Options: Geo, Gender, Age
MX Player
MX Player, which began as a video player, is now one of India’s most popular OTT platforms. Famous shows such as Campus Diaries, Lock Up, and other popular series can be found on the popular video streaming and video-on-demand app MX Player.
To improve brand recognition, MX Player Ads will target a sizable targeted audience of over 141M monthly (according to SEMRush data) users. MX Player Ads have a significant impact on revenue and attracting new clients.
Popular Ad Types: Banner ads, Video ads, RoadBlock ads, Connected TV
Popular Targeting Options: Geo, Gender, Age, Language, Interest, Device, Retargeting
Users in App in % (Gender-wise)
| Male | 88 |
| Female | 12 |
Users in App in % (Age-wise)
| 18-24 | 30 |
| 25-34 | 46 |
| 35-44 | 17 |
Language-wise Distribution in %
| Hindi | 65 |
| Tamil | 14 |
| Telugu | 12 |
| Others | 9 |
User behavior in Million
| Technophiles | 120 |
| BFSI | 104 |
| Sports Enthusiasts | 103 |
| Shopaholics | 102 |
| Travel Buffs | 65 |
| High Net Worth Individuals | 44 |
| Fashionistas | 41 |
Zee5
Zee5 is an Indian video-on-demand service owned by Zee Entertainment Enterprises that offers programming in 12 languages, including Hindi, Telugu, Tamil, Malayalam, Kannada, Marathi, Bengali, English, Punjabi, Odia, Gujarati, and Bhojpuri. If you are a brand looking to advertise in multiple languages and regions, Zee5 is the ideal solution.
Zee5 broadcasts content from all Zee Network stations. The website also offers original programming as well as live news stations. Because it is an OTT platform with a large viewership, the Zee5 App increases exposure and brand recognition. Zee5 Ads target app users who are watching shows and engage potential buyers to drive purchases.
Popular Ad Types: Banner ads, Video ads, RoadBlock ads, Masthead Banner, Connected TV
Popular Targeting Options: Geo, Gender, Age, Language, Interest, Device
Users in App in % (Gender-wise)
| Male | 76 |
| Female | 24 |
Users in App in % (Age-wise)
| 18-24 | 19 |
| 25-34 | 47 |
| 35-44 | 29 |
Language-wise Distribution in %
| Hindi | 55 |
| Telugu | 11 |
| Marathi | 9 |
| Kannada | 8 |
| Tamil | 7 |
| Bengali | 5 |
| Malayalam | 4 |
User behavior in %
| Shoppers | 77 |
| News junkies | 76 |
| Learning & Education | 73 |
| E-Wallets | 69 |
| Food & Grocery | 40 |
TVF Play
The Viral Fever (TVF) is a video-on-demand streaming platform and YouTube channel based in India that was founded in 2010 by TVF Media Labs. It has evolved into a premium content destination for the younger generation, who enjoy a wide range of genres. TVF provides the ideal balance of comedic relief and serious drama, which has led to its worldwide popularity. With over 10 million subscribers on their YouTube channel alone and millions of views per episode on each new season release, it’s easy to see why The Viral Fever has risen to become one of India’s most popular streaming platforms.
Popular Ad Types: Video ads
Popular Targeting Options: Geo, Gender, Age
Sony LIV
Sony Pictures Networks India Pvt. Ltd. owns Sony Liv, an OTT video platform. Sony TV, Sony SAB, Sony Ten, Sony Max, Sony Max 2, Sony Six, Sony Pix, and Sony Yay are among the Sony channels with VOD content. The website provides content in a variety of languages, including Tamil, Telugu, Hindi, and English. Sony Liv also offers original content.
SonyLiv Ads may help brands increase awareness and focus on a large user base by utilizing innovative marketing techniques. Sony Liv Ads, which have a significant impact, allowing brands to reach a large audience.
Popular Ad Types: Banner ads, Video ads, RoadBlock ads, Connected TV
Popular Targeting Options: Geo, Gender, Age, Language, Interest, Top Shows, Custom Audience
Users in App in % (Gender-wise)
| Male | 82 |
| Female | 18 |
Users in App in %(Age-wise)
| 18-24 | 19 |
| 25-34 | 45 |
| 35-44 | 28 |
User behavior in %
| Technophiles | 35 |
| News & Politics | 31 |
| Sports Enthusiasts | 30 |
| Shopaholics | 31 |
| Foods & Dining | 27 |
| Health & Fitness | 25 |
| Fashionistas | 24 |
Sun NXT
Sun NXT is one of the best OTT platforms in India for the South Indian market. They are devoted to South Indian films, which have a large selection of the best blockbusters available. Sun Next has over 4000 movies and daily TV shows in Tamil, Telugu, Malayalam, Kannada, and Bengali, among other languages. They also offer a live stream or live TV option, and if you enjoy comedy, they have short comedy clips that will definitely make you laugh.
Popular Ad Types: Banner ads, Video ads
Popular Targeting Options: Geo, Gender, Age, Behaviour, Interest Targeting
Users in App in % (Gender-wise)
| Male | 82 |
| Female | 18 |
Users in App in % (Age-wise)
| 18 – 24 | 17 |
| 25 – 34 | 46 |
| 35 – 44 | 28 |
State-wise Distribution in %
| Tamilnadu | 39 |
| Karnataka | 24 |
| Telangana | 23 |
| Kerala | 9 |
| West Bengal | 5 |
Aha
Aha is an Indian subscription-based streaming platform that was launched in 2020 and is owned by Arha Media & Broadcasting Private Limited, a production house in the Telugu film industry. The platform, which is based in Hyderabad, provides a wide range of content, including movies, web series, and original programming.
Aha quickly became a household name in India’s OTT market. It is the go-to platform for all Telugu movie fans to explore a vast collection of Telugu entertainment content. The platform’s enormous popularity can be attributed to its incredible content library. The platform also caters to Tamil OTT content.
Popular Ad Types: Banner ads, Video Ads, Pre Rolls-Instagram Video ads
Popular Targeting Options: Geo, Gender, Age.
Users in App in % (Gender-wise)
| Male | 80 |
| Female | 20 |
Users in App in % (Age-wise)
| 18 – 24 | 17 |
| 25 – 34 | 49 |
| 35 – 44 | 27 |
Language-wise Distribution in %
| Telugu | 19.5 |
| Tamil | 4.5 |
ShemarooMe
ShemarooMe has introduced a new genre of online streaming. Users can watch live the most popular temples on the platform. For OTT platforms, live streaming is a critical offering. It works on a freemium model, with some content available for free and the rest requiring a subscription. ShermarooMe subscriptions are available in 3-month, 1-year, and 2-year increments. The subscription is Rs. 400 for three months. The 1-year and 2-year subscription plans are priced at Rs. 749 and Rs. 99, respectively.
Popular Ad Types: Banner ads, Video ads, Text Message and Newsletter ads, Pop up banners.
Popular Targeting Options: Geo, Gender, Age
Users in App in % (Gender-wise)
| Male | 74 |
| Female | 26 |
Users in App in % (Age-wise)
| 18 – 24 | 30 |
| 25 – 34 | 31 |
| 35 – 44 | 19 |
Genre-wise Distribution in %
| Comedy | 54 |
| Drama | 25 |
| Family | 13 |
Viu
PCCW Media operates an over-the-top (OTT) video service from Hong Kong. Viu broadcasts Asian dramas, original programming, anime, and entertainment news. With over 20 million users worldwide, they have a large number of originals aimed at the Indian fanbase. Viu has grown in popularity in recent months, thanks to its availability in a variety of regional languages.
Top Shows: Reborn Rich, Guardian: The Lonely and Great God, Taxi Driver, and What’s Wrong with Secretary Kim are among Viu’s most popular shows.
Popular Ad Types: Banner ads, Video ads
Popular Targeting Options: Geo, Gender, Age
Hungama Play
Hungama Play, India’s first digital brand solutions platform, debuted in 1999. It boasts a massive 1 billion customers served globally in 190 countries and offers a wide range of music, video, entertainment news, and gaming services to users. Hungama Play is one of the most popular streaming services, with 87 million monthly users worldwide, and it launched its OTT streaming services in 2015.
Top Shows: Murder Mystery, Disconnect, Dhappa, and Fark are just a few of the shows available on Hungama Play.
Popular Ad Types: Banner ads, Video ads, Roadblock ads
Popular Targeting Options: Geo, Gender, Age
Users in App in % (Gender-wise)
| Male | 80 |
| Female | 20 |
Users in App in % (Age-wise)
| 18 – 24 | 24 |
| 25 – 34 | 40 |
| 35 – 44 | 28 |
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FAQs Related to OTT Advertising Platforms
Which ott platforms are best for advertising?
The best OTT Platforms to advertise are:
1. Jio Cinema
2. Hotstar
3. MX Player
4. Sony LIV
5. Zee5
How advertisers can use the OTT platform?
Through pre-roll commercials, in-stream sponsored content, display and video ads, native advertising, and branded content partnerships, advertisers may leverage OTT platforms to reach their target consumers. OTT platforms provide precise targeting choices and in-depth statistics to assess the effectiveness of advertising campaigns. Advertisers may interact with viewers through interactive commercials and games using OTT platforms.
How effective is advertising on OTT platforms?
Advertising on OTT platforms could be highly effective because it allows businesses to connect with their target audience through relevant, engaging, and interactive content. OTT platforms provide much data and analytics that enable marketers to assess the effectiveness of their campaigns and modify their approach as necessary. Additionally, as the number of people watching streaming content rises, so does the demand for advertising on OTT platforms, making it a desirable choice for marketers seeking to connect with a sizable and interested audience.
How much does it cost to advertise on OTT platforms?
The price of advertising on OTT platforms varies and is based on several factors, including the platform, the target demographic, the ad type, and the campaign duration. To know more about the cost of advertising on OTT platforms, visit The Media Ant website.
