JioStar launches CTV playbook for premium audiences

JioStar Entertainment has launched its first-ever Connected TV (CTV) Playbook, a data-rich guide fo-cused on the streaming platform’s Entertainment content. This strategic resource unpacks how brands can harness CTV for deeper storytelling and tap into India’s premium households through high-quality entertainment. With viewers leaning into immersive, long-form content from across genres and lan-guages, the Playbook offers marketers a clear lens into how JioHotstar’s Entertainment-led CTV eco-system can drive sharper targeting, stronger engagement, and measurable brand outcomes.

Developed in collaboration with global research leader Ipsos, the Playbook blends platform analytics with third-party validation to present an end-to-end view of the CTV opportunity in India. Built on plat-form analytics and a national study conducted in June 2025, the handbook captures the seismic shift in viewing behaviour as India’s digital homes go CTV first.

“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% of audiences being affluent, and an 85% 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 can-vas 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 Ajit Varghese, Head of Revenue, Entertainment & International, JioStar.

“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 envi-ronment,” said Jyoti Malladi, Managing Director – Research, Ipsos.

According to the network, connected TV consumption on JioHotstar has surged by 85%, with 40% of total watch time now com-ing from the big screen. Viewers spend over 100 minutes a day on CTV — 1.5X more than mobile, un-derscoring a clear shift toward immersive, shared viewing experiences.

The report shows that 66% of households have a single connected device in the home, making CTV a shared experience. JioHotstar’s co-viewing factor stands at 3.1 times, far above leading UGC plat-forms, with 70% of viewers living with family and 66% watching together.

JioHotstar’s CTV audience is also distinctively premium. The report finds that 90% of users belong to high or medium affluence households, 81% are from NCCS AB, and 61% are concentrated in India’s top 8 metros.

The platform’s content ecosystem includes over 22,000 titles across 19 languages, 250+ originals, 2.6 Lakhs hours of content, 10+ International Studios with 7,000+ international shows. Further reinforcing CTV’s premium appeal, 91% of viewers of JioHotstar Specials are subscribers, a number that’s 50% higher than the platform average, proving that long-form storytelling on CTV isn't just being watched, it’s being paid for.

Language diversity is also shaping viewing behaviour. While Hindi (74%) and English (53%) command the largest share of CTV reach, platforms are seeing regional language content go national, particularly Malayalam, where over 80% of the CTV viewership is driven by non-Malayali audiences.

As connected homes continue to consolidate their viewing around the big screen, the JioStar CTV Playbook offers advertisers a clear, data-backed playbook to build deeper recall, brand lift, and busi-ness outcomes where it matters most, in India’s living rooms, encouraging marketers to #ThinkCTVThinkJioHotstar.