Top 15 OTT Platforms to Advertise in 2024

Top 15 Ott Platforms To Advertise In 2023

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

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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)

Male80%
Female20%

Users in App (Age-wise)

18-24 years24%
25-34 years45%

Language-wise Distribution in %

Hindi61
Tamil11
Telugu9
Bengali9
English4
Malayalam3
Marathi2
Kannada1

Voot

Voot 1
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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
Female30 

Users in App in % (Age-wise)

18 – 24 20
25 – 3454
35 – 44 18

Language-wise Distribution in %

Hindi80
Kannada12
Marathi 3
Bengali 2
Gujarati 2
English 1

JioCinema

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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)

Male54.6
Female45.4

Users in App in % (Age-wise)

18-2414
25-3457
35-4421

ALTBalaji 

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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
Female30.3

Users in App in % (Age-wise)

18 – 24 14
25 – 3438
35 – 44 43

Jio TV

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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
Female13

Users in App in % (Age-wise)

18 – 24 30
25 – 3446
35 – 44 18

User behavior Distribution in Million

E-wallets47
OTT Consumers 47
Online Shopper 24

Discovery+

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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

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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)

Male88
Female12

Users in App in % (Age-wise)

18-2430
25-3446
35-4417

Language-wise Distribution in %

Hindi65
Tamil14
Telugu12
Others9

User behavior in Million

Technophiles120
BFSI104
Sports Enthusiasts103
Shopaholics102
Travel Buffs65
High Net Worth Individuals44
Fashionistas41

Zee5

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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)

Male76
Female24

Users in App in % (Age-wise)

18-2419
25-3447
35-4429

Language-wise Distribution in %

Hindi55
Telugu11
Marathi9
Kannada8
Tamil7
Bengali5
Malayalam4

User behavior in %

Shoppers77
News junkies76
Learning & Education73
E-Wallets69
Food & Grocery40

TVF Play

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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

1590663909 Sonyliv2 1
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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)

Male82
Female18

Users in App in %(Age-wise)

18-2419
25-3445
35-4428

User behavior in %

Technophiles35
News & Politics31
Sports Enthusiasts30
Shopaholics31
Foods & Dining27
Health & Fitness25
Fashionistas24

Sun NXT

Download
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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
Female18

Users in App in % (Age-wise)

18 – 24 17
25 – 3446
35 – 44 28

State-wise Distribution in %

Tamilnadu 39
Karnataka24
Telangana23
Kerala9
West Bengal 5

Aha

Aha 1
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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
Female20

Users in App in % (Age-wise)

18 – 24 17
25 – 3449
35 – 44 27

Language-wise Distribution in %

Telugu19.5
Tamil4.5

ShemarooMe

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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
Female26

Users in App in % (Age-wise)

18 – 24 30
25 – 3431
35 – 44 19

Genre-wise Distribution in %

Comedy54
Drama25
Family 13

Viu

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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 6
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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
Female20

Users in App in % (Age-wise)

18 – 24 24
25 – 3440
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.

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