Mumbai: JioStar Entertainment has launched its first-ever Connected TV (CTV) Playbook, a comprehensive strategic guide that unpacks how brands can effectively engage India’s growing segment of premium, living-room audiences via JioHotstar’s entertainment ecosystem. Developed in collaboration with Ipsos, the playbook offers marketers deep insights into platform analytics, evolving viewing behaviors, and data-backed opportunities to drive full-funnel impact through CTV advertising.
“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 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 Ajit Varghese, Head of Revenue, Entertainment & International, JioStar.
Backed by a national Ipsos study (June 2025), the report reveals powerful consumer trends shaping content consumption in digital-first homes:
- 40% of total JioHotstar watch time now comes from the big screen
- CTV viewers spend 100+ minutes daily on average—1.5X that of mobile
- 66% of households have a single connected TV device, making it a shared family experience
- 91% of JioHotstar Specials’ CTV viewers are paid subscribers, 50% above platform average
- Regional languages like Malayalam are gaining national traction, with 80% of Malayalam content viewed by non-Malayali audiences
“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 Jyoti Malladi, Managing Director – Research, Ipsos.
The Playbook is structured around JioStar’s R.A.C.E. framework—Reach, Attention, Connection, and Effectiveness:
- Reach: Showcases scale across geographies, genres, and 19 languages
- Attention: Highlights lean-in engagement and longer viewing time
- Connection: Emphasizes co-viewing moments and contextual branding
- Effectiveness: Measures impact across brand lift, recall, and outcomes
With over 22,000 titles, 2.6 lakh+ hours of content, and 250+ originals, JioHotstar’s CTV footprint spans 10 international studios and over 7,000 global titles. The report underlines a major strategic shift for marketers to move beyond impressions and drive measurable impact in premium, attention-rich living rooms.
As Indian families shift from mobile to immersive, shared-screen viewing, JioStar’s CTV Playbook urges brands to #ThinkCTVThinkJioHotstar, unlocking storytelling potential where it matters most.
