JioStar says 40% of JioHotstar watch time now comes from CTV
JioStar Entertainment launched its first-ever Connected TV (CTV) Playbook, developed with Ipsos, to provide insights into India’s premium living room audiences and how brands can leverage CTV advertising. The playbook highlights significant co-viewing (3.1X), 90% affluent audiences, and an 85% surge in watch time on JioHotstar's CTV platform, making CTV 40% of total watch time. It details a R.A.C.E. framework for advertisers to achieve reach, attention, connection, and effectiveness on the platform.
Key Takeaways
- JioHotstar’s CTV platform now accounts for 40% of total watch time, after an 85% surge in connected TV consumption.
- The playbook says JioHotstar’s co-viewing factor is 3.1X, with 70% of viewers living with family and 66% watching together.
- 90% of JioHotstar CTV users are from high- or medium-affluence households; 81% are in NCCS AB and 61% are in India’s top 8 metros.
- The content library spans 22,000 titles, 19 languages, 250+ originals, and 2.6 lakh hours of content, including 7,000+ international shows.
- JioStar’s R.A.C.E. framework breaks CTV planning into Reach, Attention, Connection, and Effectiveness for advertisers.
Why It Matters
JioStar is turning CTV into a measured ad product, not just a viewing format: the playbook ties big-screen usage to 40% of total watch time, 100+ minutes a day, and 3.1X co-viewing. That gives marketers a more explicit case for planning around premium living-room audiences, especially since 90% of users are affluent and 61% are in the top 8 metros. The competitive signal is that JioHotstar is packaging both audience quality and measurement language through the R.A.C.E. framework. Next to watch: whether advertisers adopt the framework and whether CTV’s share of watch time stays near 40%.
Additional Context
The formation of JioStar Entertainment follows the massive $8.5 billion merger between Reliance Industries and Disney's Indian media assets, which received final approval from the Competition Commission of India in August 2024. Per Reuters (August 2024), the deal created a dominant media entity controlling over 100 channels and two major streaming platforms, Disney+ Hotstar and JioCinema. This consolidation significantly increased the entity's leverage in cricket broadcasting rights, specifically the Indian Premier League (IPL), which serves as the primary driver for CTV adoption and seasonal ad-spend surges in the region.
Market data from GroupM's 'This Year Next Year' report (June 2025) indicates that CTV advertising in India is projected to grow at a compound annual rate of 25%, outpacing traditional linear television. This growth is fueled by the rapid expansion of fiber-to-the-home (FTTH) connections, which Mint (July 2025) reports have surpassed 40 million households. Since most CTV users in India represent the 'creme de la creme' of consumers with higher disposable income, platforms are prioritizing proprietary playbooks and attribution models to prove ROI to skeptical traditional advertisers.
Furthermore, the integration of JioCinema and Disney+ Hotstar technology stacks has become a focus for the combined JioStar entity. According to The Economic Times (September 2025), the company is streamlining its ad-tech stack to offer a single interface for advertisers. This move mirrors global trends where streamers like Warner Bros. Discovery and Paramount have consolidated platforms to reduce churn and offer a broader reach to brand partners. The launch of the CTV Playbook serves as a strategic marketing anchor for this unified ad-sales offensive.
Read full article at cdn.jiostar.com
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