{"id":39248,"date":"2025-08-13T12:45:51","date_gmt":"2025-08-13T07:15:51","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=39248"},"modified":"2025-08-22T15:41:40","modified_gmt":"2025-08-22T10:11:40","slug":"avod-india-freemium-ott-advertising-2025","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/","title":{"rendered":"AVOD in India: How the Freemium Model Is Changing OTT Advertising in 2025"},"content":{"rendered":"\n<p>In India\u2019s fast-evolving digital entertainment landscape, <strong>AVOD (Advertising-Based Video on Demand)<\/strong> has emerged as the engine driving content accessibility and brand visibility. With a consumer base that\u2019s both price-conscious and content-hungry, the <strong>freemium model<\/strong>\u2014a combination of free access supported by ads\u2014has transformed how OTT platforms operate and how advertisers plan campaigns.<\/p>\n\n\n\n<p>New to Connected TV? Start with our comprehensive guide<a href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/\"> <strong>What Is CTV Advertising? Discover How It Works (2025)<\/strong><\/a> to understand the medium, audience, and ad formats before exploring how AVOD fits into the bigger picture.<\/p>\n\n\n\n<p>Let\u2019s break down the AVOD revolution, understand the dominant platforms, examine monetization models, and explore what this means for brand ROI.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69d3165813528\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69d3165813528\"  type=\"checkbox\" id=\"item-69d3165813528\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#What_Is_AVOD%E2%80%94and_How_Is_It_Different\" title=\"What Is AVOD\u2014and How Is It Different?\">What Is AVOD\u2014and How Is It Different?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#Why_AVOD_Is_Gaining_Ground_in_India\" title=\"Why AVOD Is Gaining Ground in India\">Why AVOD Is Gaining Ground in India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#AVOD_Monetization_Models\" title=\"AVOD Monetization Models\">AVOD Monetization Models<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#Consumer_Behavior_in_the_Freemium_Era\" title=\"Consumer Behavior in the Freemium Era\">Consumer Behavior in the Freemium Era<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#Top_AVOD_Platforms_in_India\" title=\"Top AVOD Platforms in India\">Top AVOD Platforms in India<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#Brand_ROI_and_Strategy\" title=\"Brand ROI and Strategy\">Brand ROI and Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#_Freemium_Retention_Upgrade\" title=\"&nbsp;Freemium = Retention + Upgrade\">&nbsp;Freemium = Retention + Upgrade<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#Infographic_AVOD_vs_SVOD_vs_FAST\" title=\"Infographic: AVOD vs SVOD vs FAST\">Infographic: AVOD vs SVOD vs FAST<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#What_This_Means_for_Advertisers\" title=\"What This Means for Advertisers\">What This Means for Advertisers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/#Final_Thoughts\" title=\"Final Thoughts\">Final Thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Is_AVOD%E2%80%94and_How_Is_It_Different\"><\/span><strong>What Is AVOD\u2014and How Is It Different?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul>\n<li><strong>AVOD (Advertising Video on Demand):<\/strong> Content is free for users but monetized through advertisements.<\/li>\n\n\n\n<li><strong>SVOD (Subscription Video on Demand):<\/strong> Users pay to access content ad-free.<\/li>\n\n\n\n<li><strong>Freemium:<\/strong> A hybrid, offering both free (ad-supported) and premium (ad-free) tiers.<\/li>\n<\/ul>\n\n\n\n<p>\u201cThe Indian consumer has shown a strong preference for \u2018value-first\u2019 viewing. That\u2019s where AVOD fits like a glove,\u201d says the EY\u2013FICCI 2024 report .<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_AVOD_Is_Gaining_Ground_in_India\"><\/span><strong>Why AVOD Is Gaining Ground in India<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul>\n<li><strong>Over 500M OTT users in India (EY Report)<\/strong>.<\/li>\n\n\n\n<li><strong>AVOD dominates<\/strong>\u2014accounting for <strong>80% of video consumption<\/strong> and <strong>over \u20b95,000 crore in annual ad revenue<\/strong>.<\/li>\n\n\n\n<li><strong>Massive rural and Tier 2\/3 adoption<\/strong> driven by low data costs, regional content, and smartphone penetration.<\/li>\n\n\n\n<li><strong>Local content + free access = stickiness<\/strong>. Shows like \u201cShark Tank India\u201d and IPL matches are streamed free on JioCinema, bringing millions of daily users.<\/li>\n<\/ul>\n\n\n\n<p>A significant share of AVOD viewership in India comes from Smart TV households. Explore who these viewers are, what drives their content choices, and how to reach them effectively in <a href=\"https:\/\/www.themediaant.com\/blog\/smart-tv-buyers-ctv-viewers-india-2025\/\"><strong>Smart TV Buyers = CTV Viewers in India: What Advertisers Must Know<\/strong>.<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AVOD_Monetization_Models\"><\/span><strong>AVOD Monetization Models<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Model<\/strong><\/td><td><strong>Description<\/strong><\/td><\/tr><tr><td><strong>Pre-Roll Ads<\/strong><\/td><td>Short ads before the video starts<\/td><\/tr><tr><td><strong>Mid-Roll Ads<\/strong><\/td><td>Ads embedded during the video<\/td><\/tr><tr><td><strong>Display Overlays<\/strong><\/td><td>Banner or clickable ads on screen<\/td><\/tr><tr><td><strong>Pause Ads<\/strong><\/td><td>Static ads when video is paused<\/td><\/tr><tr><td><strong>Branded Content<\/strong><\/td><td>Sponsored shows, influencer integrations<\/td><\/tr><tr><td><strong>Shoppable Ads<\/strong><\/td><td>Interactive formats (QR codes, links) enabling purchases directly<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The <strong>Beyond Screens MPA 2024 report<\/strong> notes that brands are increasingly blending AVOD with <strong>shoppable formats and regional targeting<\/strong> to drive commerce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Consumer_Behavior_in_the_Freemium_Era\"><\/span><strong>Consumer Behavior in the Freemium Era<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul>\n<li><strong>Watch time spikes<\/strong> during IPL, Bigg Boss, and live events.<\/li>\n\n\n\n<li><strong>Content bingeing<\/strong> on shows like <em>Asur<\/em>, <em>Family Man<\/em>\u2014often started on AVOD, later driving SVOD upgrades.<\/li>\n\n\n\n<li><strong>Youth + Bharat<\/strong> drive ad-viewing comfort, with <strong>63% of users willing to watch ads in exchange for free content<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>AVOD also enables <strong>first-time internet users<\/strong> to explore long-form content in their native languages.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Top_AVOD_Platforms_in_India\"><\/span><strong>Top AVOD Platforms in India<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Platform<\/strong><\/td><td><strong>Key Features<\/strong><\/td><\/tr><tr><td><strong>YouTube CTV<\/strong><\/td><td>60M+ users on TV screens, interactive ads, strong brand ROI.<\/td><\/tr><tr><td><strong>JioCinema<\/strong><\/td><td>Free IPL and entertainment content, regional language dominance.<\/td><\/tr><tr><td><strong>MX Player<\/strong><\/td><td>Strong in Tier 2\/3 cities, ad-driven monetization.<\/td><\/tr><tr><td><strong>Zee5 (Free tier)<\/strong><\/td><td>Hindi and regional content, live TV integration.<\/td><\/tr><tr><td><strong>Sony LIV Free<\/strong><\/td><td>Limited access to shows with ads.<\/td><\/tr><tr><td><strong>Samsung TV+<\/strong><\/td><td>100+ FAST channels including news, movies, kids content.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Brands like <strong>Tata, PepsiCo, and HUL<\/strong> have led innovative AVOD campaigns using pause ads, regional creatives, and mid-rolls.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Brand_ROI_and_Strategy\"><\/span><strong>Brand ROI and Strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>AVOD campaigns offer:<\/p>\n\n\n\n<ul>\n<li><strong>Wider reach<\/strong> at lower costs<\/li>\n\n\n\n<li><strong>Full-funnel tracking<\/strong> (via YouTube, programmatic platforms)<\/li>\n\n\n\n<li><strong>Niche targeting<\/strong> by age, interest, language, or device<\/li>\n\n\n\n<li><strong>Performance lifts<\/strong>: e.g. Mondelez saw <strong>11% incremental reach<\/strong> and <strong>12% cost savings<\/strong> using AVOD CTV + digital bundles<\/li>\n<\/ul>\n\n\n\n<p>\u201cWe don\u2019t think of AVOD as \u2018low-budget\u2019 anymore. For reach and recall, it often outperforms SVOD and even linear TV,\u201d notes a senior marketer quoted in <em>Impact on Net<\/em>.<\/p>\n\n\n\n<p>Curious about which ad formats deliver the highest engagement on CTV? Explore our guide on <strong><a href=\"https:\/\/www.themediaant.com\/blog\/ctv-ad-formats-india-2025\/\">CTV Ad Formats 2025 in India: What\u2019s Hot and What Works<\/a><\/strong> for platform examples, case studies, and ROI-driven strategies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Freemium_Retention_Upgrade\"><\/span><strong>&nbsp;Freemium = Retention + Upgrade<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Freemium models help OTTs:<\/p>\n\n\n\n<ul>\n<li><strong>Acquire users via AVOD<\/strong><\/li>\n\n\n\n<li><strong>Monetize through ads and brand partnerships<\/strong><\/li>\n\n\n\n<li><strong>Upgrade users to SVOD via premium content or early access<\/strong><\/li>\n<\/ul>\n\n\n\n<p>According to Media Partners Asia, this model has <strong>helped Indian VOD platforms clock over $1B in revenue in 1H 2024<\/strong>, thanks to smart pricing and hybrid offerings.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Infographic_AVOD_vs_SVOD_vs_FAST\"><\/span><strong>Infographic: AVOD vs SVOD vs FAST<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Model<\/strong><\/td><td><strong>Price<\/strong><\/td><td><strong>Ads<\/strong><\/td><td><strong>Content Focus<\/strong><\/td><td><strong>Example<\/strong><\/td><\/tr><tr><td><strong>AVOD<\/strong><\/td><td>Free<\/td><td>\u2705<\/td><td>Mass appeal, regional<\/td><td>YouTube, MX<\/td><\/tr><tr><td><strong>SVOD<\/strong><\/td><td>Paid<\/td><td>\u274c<\/td><td>Originals, global hits<\/td><td>Netflix, Prime<\/td><\/tr><tr><td><strong>FAST<\/strong><\/td><td>Free<\/td><td>\u2705<\/td><td>Linear-like live feed<\/td><td>Samsung TV+, LG<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_This_Means_for_Advertisers\"><\/span><strong>What This Means for Advertisers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If your brand\u2019s goal is:<\/p>\n\n\n\n<ul>\n<li><strong>Mass reach<\/strong>: Start with <strong>YouTube CTV or MX Player<\/strong><\/li>\n\n\n\n<li><strong>Regional penetration<\/strong>: Try <strong>JioCinema, Zee5 AVOD<\/strong><\/li>\n\n\n\n<li><strong>Interactive formats<\/strong>: Use <strong>pause ads or shoppable shorts<\/strong><\/li>\n\n\n\n<li><strong>Budget optimization<\/strong>: Mix <strong>AVOD + FAST + Shorts<\/strong> for max value<\/li>\n<\/ul>\n\n\n\n<p>\ud83e\udde0 Pro Tip: Use AVOD as the first step in a <strong>CTV funnel<\/strong>, retarget with YouTube Shorts or mobile video, and close the loop with search or e-commerce nudges.<\/p>\n\n\n\n<p><strong>Related Read:<\/strong> Want to see how CTV stacks up against traditional television? Check out our in-depth comparison <a href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/\"><strong>CTV vs Linear TV in India: Which Works Better for Brands?<\/strong><\/a> to understand where each format fits in your 2025 media plan.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span><strong>Final Thoughts<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>AVOD in India isn\u2019t just a budget-friendly tactic\u2014it\u2019s a strategic lever. As freemium models deepen, platforms are becoming smarter, ads are becoming interactive, and brands are getting bolder.<\/p>\n\n\n\n<p>Whether you\u2019re a legacy advertiser or a new-age D2C brand, AVOD gives you access to a <strong>massive, multilingual, mobile-first audience<\/strong>\u2014right in their living rooms.<\/p>\n\n\n\n<p>\u2705 Explore how AVOD can power your next digital campaign- check <a href=\"https:\/\/www.themediaant.com\/ctv-advertising-tool?utm_source=Plan_Tab\">The Media Ant\u2019s CTV Planning tool<\/a>. From CTV to FAST, we help brands reach every screen, smartly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In India\u2019s fast-evolving digital entertainment landscape, AVOD (Advertising-Based Video on Demand) has emerged as the engine driving content accessibility and brand visibility. With a consumer base that\u2019s both price-conscious and&#8230;<\/p>\n","protected":false},"author":34,"featured_media":39253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2563],"tags":[4134,4133,4137,4136,4139,4135,4138],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/feature-image-22.jpg?fit=740%2C549&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39248"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=39248"}],"version-history":[{"count":6,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39248\/revisions"}],"predecessor-version":[{"id":39320,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39248\/revisions\/39320"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/39253"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=39248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=39248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=39248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}