JioStar Entertainment has unveiled its comprehensive Connected TV (CTV) Playbook, designed to guide brands in leveraging India’s surge in CTV consumption. The Playbook offers deep insights into how marketers can reach premium households through JioHotstar’s expansive Entertainment-led ecosystem, prioritising storytelling, targeting, and measurable impact.
Co-developed with Ipsos, the Playbook combines platform analytics and a June 2025 national consumer study, capturing the dramatic shift toward CTV-first viewing in Indian homes. Ajit Varghese, Head of Revenue (Entertainment & International) at JioStar, explained, “CTV is the new centre of gravity in India’s digital households. With 3.1X co-viewing rates, 90% affluent audiences, and an 85% increase in watch time, the scale and quality of engagement on JioHotstar’s CTV platform is unmatched.”
Jyoti Malladi, Managing Director – Research at Ipsos, added, “Our research confirms that CTV audiences are more premium and responsive to big-screen brand messaging.”
Anchored in JioStar’s R.A.C.E. framework – Reach, Attention, Connection, Effectiveness – the Playbook assists marketers in planning end-to-end campaigns. It highlights that 40% of JioHotstar watch time now occurs on big screen devices, with viewers averaging 100 minutes daily-1.5× more than mobile use. The report also reveals that 66% of households share a single CTV device, and 70% of viewers watch together with family, underscoring CTV’s shared, immersive appeal.
With a content library of 22,000+ titles in 19 languages, including 250+ originals, and strong subscriber engagement (91% for JioHotstar Specials), this Playbook equips brands to harness CTV’s rich storytelling canvas and drive full-funnel outcomes.
