TMA Quick Insights for Q1 2026

With investments ranking at ₹41.2Cr, Shark Tank India on Sony Liv remains the dominant force in the digital ad space, offering a remarkable ROI and superior brand recall. Leading media options like Video and Banner boast an impressive reach, managing 103K and 130 campaigns respectively, ensuring that brands make a profound impact. Serve your ads on popular platforms like JioHotstar and Book My Show, reaping the benefits of high unique views. Leverage these high-performance platforms for impactful national campaigns, prestigious product launches, and strategic corporate branding.

Top Medias with Highest Ad Spend

Shark Tank India on Sony Liv App

With an investment of ₹41.2Cr, Shark Tank India on Sony Liv App firmly holds market leadership. This platform brings unmatched visibility, superior recall, and dynamic ROI, making it the first choice for advertisers for national campaigns, premium launches, and corporate branding. Adapting seamlessly in the digital vertical, it holds a wide-reaching audience profile. Choose Shark Tank India on Sony Liv App for robust engagement and impactful advertisement solutions.

Rich Media and Contextual Ads Through MediaKart

Elevate your brand visibility, boost recall, and maximize ROI with Rich Media and Contextual Ads Through MediaKart. Commanding a grip on the digital market with a staggering total spend of ₹2.86Cr, MediaKart is the preferred choice for national campaigns, premium launches, and corporate branding. Offering unparalleled reach and intricate audience profiling, we naturally adapt to the digital vertical while ensuring your ads make a persuasive, professional, and impactful impression.

ICC Men's T20 World Cup On JioHotstar

With an unprecedented total spend of ₹1.25Cr, ICC Men's T20 World Cup On JioHotstar is the unequivocal market leader in the digital realm. It offers an extensive reach and attracts a diverse audience profile, making it a prime choice for national campaigns, premium product launches, and robust corporate branding. Harnessing the potential of supreme visibility, exceptional recall, and stellar ROI, it is reshaping the digital advertising space, making it an attractive platform for advertisers who prioritize impact and efficacy.

Women’s Premier League On Jiohotstar

Dominating the digital sphere, the Women’s Premier League on Jiohotstar successfully registers the highest total spend, an astounding ₹11.5Cr, positioning it as a supreme leader in the market. Its vast audience profile and unparalleled reach make it the preferred palette for national campaigns, premium product debuts, and corporate branding. Offering unparalleled visibility, superior recall, and an impressive ROI, it seamlessly adapts to the digital vertical, encapsulating persuasive, professional, and potent brand promotion strategies. This vibrant platform avails awe-inspiring campaigns which make a grand impact.

Inshorts

As a market leader, Inshorts, with a whopping digital total spend of ₹70.34L, offers unmatched reach and a premium audience profile making it the preferred choice for national campaigns, high-end launches, and corporate branding. Its digital vertical penetration ensures outstanding visibility and recall, amplifying advertisers' ROI. Choose Inshorts as your marketing arsenal to create a powerful, persuasive, and professional brand image.

Popular Medias with Unique Views

JioHotstar

Riding the zenith of digital market leadership, JioHotstar boasts enviable unique views peaking at 8.3K. Our expansive reach captures a diverse audience profile, underscoring why national campaigns, premium product launches and corporate branding strategists choose us. JioHotstar offers unparalleled visibility, fostering decisive recall and optimal ROI. Seamlessly adapting to the digital landscape, we integrate persuasive, professional, and impactful campaigns that keep us synonymous with success. Choose JioHotstar. Choose excellence.

Book My Show

Reigning as the market leader, Book My Show boasts the highest unique views, reaching a staggering 4.6K in digital. Our diversified audience profile is vast, making us the first choice for national campaigns, premium launches, and corporate branding. With exceptional visibility and recall, Book My Show guarantees an incredible ROI. Naturally adapted to the digital vertical, we offer advertisers an effective medium that maintains a persuasive, professional, and impactful appeal. Choose Book My Show – the go-to platform for your brand's prominence.

YourStory

Leading the digital domain with the highest unique views at 4.17K, YourStory is the preferred platform for national campaigns, premium product launches, and corporate branding, pulling in a diverse and influential audience. Advertisers favour us for exceptional visibility, brand recall, and unrivalled ROI. Seamlessly adapting to digital trends, our content resonates with the digital-first audience. When it comes to persuasive, professional, and impact-driven advertising, YourStory truly delivers. Trust YourStory, the leader in impactful narrative branding.

Hindustan Times

Hindustan Times takes the lead in the digital marketing realm boasting the industry's highest unique views, soaring at 2.57K. Our elite audience profile and impressive reach make it the go-to platform for national campaigns, premium launches, and strategic corporate branding. Advertisers prefer our platform for its unparalleled visibility, impeccable recall, and significant ROI. As we seamlessly adapt to the digital vertical, Hindustan Times continues to deliver influential, compelling, and professional advertising solutions.

Money Control

Money Control, with its unrivaled market leadership in the digital vertical, commands an enviable reach of 2.16K unique views, setting the bar for premium visibility and high-impact corporate branding. Renowned for cutting-edge national campaigns and exclusive launches, its affluent audience profile assures an optimal recall and enhanced return on investment (ROI). It's no surprise that discerning advertisers turn readily to Money Control for their strategic needs, keeping ahead of the curve in a constantly-evolving digital landscape.

Top Media Options Used

Banner

With market leadership solidified by executing a massive 130 campaigns in the digital domain, Banner rules the roost. It's the preferred choice for national campaigns, premium launches, and corporate branding, owing to our profound reach and meticulously delineated audience profile. Banner ensures unmatched visibility for your brand, facilitating optimal recall and guaranteeing robust ROI, effortlessly adapting to the digital vertical. Experience persuasive, professional, and high-impact advertising with Banner – the leader in the field.

Video

Ascend to market supremacy with Video's unparalleled digital prowess, having masterminded an unmatched 103K campaigns. Appreciated and preferred by advertisers for national campaigns, premium launches, and corporate branding - we offer extensive reach, affluent audience profiles, and an industry-leading return-on-investment. Video yields exceptional visibility and recall. Thrive in the digital vertical with our solid approach, stern resolution, and strategic blends. Trust Video for impactful, professional, and persuasive touchpoints that command attention and accolades. Seize the advantage with Video - the touchstone of digital advertising.

Connected TV

Boasting market leadership with 15 high-impact digital campaigns to its credit, Connected TV is a favourite among advertisers seeking national-scale campaigns, premium product launches, and effective corporate branding. With a vast audience profile and substantial reach, Connected TV offers unparalleled visibility, recall, and substantial ROI, making it an unbeatable choice for paving your way in the digital vertical. Its strong proposition accommodates a seamless digital adaptation, proving its indispensability for persuasive, impactful, and professional branding solutions.

Agency fee

Agency Fee continues to dominate the world of advertising with its successful execution of the highest record of 11 digital campaigns. Our audience spans all demographics, reaching across the nation, making us the preferred choice for national campaigns, premium launches, and corporate branding. With a focus on driving visibility, recall and excellent ROI, we naturally adapt to the digital vertical to meet your marketing goals. Trust Agency Fee today, for impactful, professional, and persuasive brand promotion.

Audio

Audio, leading the market with an unparalleled record of 7 high-impact digital campaigns, offers an impressive reach to a premium audience profile. Chosen by major advertisers for national campaigns, prestigious launches, and corporate branding, Audio guarantees remarkable visibility, recall, and an unbeatable ROI. Effortlessly adapted to the digital vertical, Audio's persuasive and professional approach makes it a go-to choice for impactful brand promotion.

Top Categories by Ad Spend in Q1 2026

What is OTT Advertising?

Thinking about how to get your business in front of more of the right people?  You've probably heard about ads on TV, but have you considered what's happening online?  More and more people are "cutting the cord" and streaming their favorite shows and movies.  That's where OTT advertising comes in, and it's a game-changer for businesses like yours.

Basically, OTT (Over-the-Top) is just a fancy way of saying "watching stuff online."  Think Netflix, Hulu, Disney+, YouTube – all those streaming services.  OTT advertising lets you run your ads within that content.  So, instead of your ad popping up during a show on regular TV, it appears before, during, or after what someone chooses to watch online.

Types of OTT Ads

Within the dynamic landscape of digital advertising, Over-the-Top (OTT) advertising offers a diverse range of formats to effectively engage target audiences.  A clear understanding of these formats is crucial for maximizing the impact of any OTT campaign.  The following outlines the primary categories of OTT ad units:

1. Video Advertising:  Dominating the OTT landscape, video ads offer compelling engagement opportunities through sight and sound.

• Pre-roll Ads: These ads are strategically positioned before the commencement of the desired content. Typically ranging from 15 to 30 seconds, pre-roll ads may offer a "skip" option after a designated period, though this is not universally implemented.

• Mid-roll Ads: Interrupting the content stream at predetermined intervals, mid-roll ads function similarly to traditional television commercial breaks. These ads often command longer durations than pre-rolls and are frequently non-skippable.

• Post-roll Ads: These ads are presented after the conclusion of the streamed content. Post-roll ads offer an opportunity for reinforcement of key messaging or the presentation of a final call to action.

2. Display Advertising:  Mirroring traditional online display advertising, these formats integrate visually within the OTT environment.

• Banner Ads: Static or animated graphical units, banner ads are typically positioned at the top or bottom of the screen and do not interrupt the viewing experience.

• Overlay Ads: These ads are superimposed over the streamed content, often in a semi-transparent or pop-up format. They are generally more prominent than banner ads.

3. Interactive Advertising:  Designed to actively engage the viewer, these formats promote user participation.

• Clickable Ads: These ads encourage viewer interaction through clicks, directing users to landing pages, websites, or special offers.

• QR Codes: Displayed on-screen, QR codes facilitate seamless transitions between the viewing experience and mobile devices, enabling viewers to access additional information or promotions via a simple scan.

• Interactive Content: Certain OTT platforms support more advanced interactive experiences, including mini-games, polls, and other engaging elements, fostering deeper user involvement.

OTT Advertising Options

• Disney+ Hotstar: Hotstar boasts a massive subscriber base and a wide range of content, including popular Indian TV shows, movies, and live sports (especially cricket). This makes it a prime choice for reaching a broad audience.

• Amazon Prime Video: Amazon Prime Video has a strong user base in India, driven by its extensive library of movies, TV shows, and original content.

• Netflix: Netflix is steadily gaining popularity in India with its focus on high-quality international and Indian original content.Netflix often attracts a more affluent and urban audience, which can be valuable for certain advertisers.

• SonyLIV: SonyLIV offers a mix of Indian TV shows, movies, and original series, with a focus on local and regional content.

• ZEE5: ZEE5 caters to a wide audience with content in multiple Indian languages, making it suitable for reaching regional markets.

• JioCinema: JioCinema offers a large library of movies and TV shows for free to Jio subscribers, giving it a substantial reach.With increasing investment in content, JioCinema is becoming a significant player in the Indian OTT market

What are the Advantages of OTT Advertising?

• Precision Targeting: OTT advertising allows for laser-focused targeting, going beyond basic demographics to reach viewers based on their interests, viewing habits, and even purchase intent. This granular approach minimizes wasted ad spend by ensuring your message reaches the most receptive audience, maximizing the impact of your campaigns.  You can tailor your ads to specific segments, increasing relevance and driving conversions.

• Engaged Viewership: Unlike traditional TV, where viewers often multitask, OTT content is typically consumed actively and intentionally. This engaged viewership translates to higher ad attention and improved brand recall. Viewers are more focused on the screen, making them more receptive to your message and increasing the likelihood of a lasting impression.

• Measurable Results: OTT advertising offers detailed analytics and performance metrics, providing transparency and accountability. You can track key performance indicators (KPIs) like impressions, completion rates, click-through rates, and conversions. This data-driven approach allows for real-time campaign optimization, enabling you to refine your targeting and creative strategies for maximum ROI.

• Brand Building: OTT platforms support high-quality video ads, enabling brands to create immersive and engaging experiences.  Tell your brand story through compelling visuals and narratives, forging emotional connections with your target audience.  High-quality video ads can enhance your brand image and create a sense of premiumness, leaving a lasting positive impression.

• Cost Efficiency: While premium OTT platforms may have higher CPMs, the precise targeting and measurable results often lead to a better return on investment (ROI) compared to traditional advertising.  By reaching only the most qualified audience, you minimize wasted ad spend and maximize the impact of your budget, making OTT advertising a cost-effective solution.

OTT Advertising Cost

OTT advertising costs in India can vary significantly, but you can generally expect CPMs (cost per 1000 impressions) to range from roughly ₹2,000 to ₹10,000 or more.  This range is highly dependent on factors like the specific OTT platform (premium platforms like Hotstar or Netflix may command higher rates), the level of targeting (more granular targeting increases costs), the ad format (video ads are typically more expensive than display), the ad length (longer videos cost more), and the buying method (direct buys are often pricier than programmatic).  Therefore, it's crucial to contact the platforms directly or work with an ad agency to get accurate pricing tailored to your campaign's specific requirements and budget.

OTT Advertising Agency

The Media Ant is one of the pioneer agency in OTT Advertising world. As OTT advertising is still in its nascent stage, being an OTT advertising agency we work closely with both the OTT platforms and the advertisers to create custom solutions. Advertisers contact us as an OTT advertising agency to understand their needs, find out the right set of OTT platforms, and to buy the media space at the right price. In case you are looking for an agency that can help you to advertiser on any of the OTT platforms, The Media Ant is the right choice. You can contact us either through email, Whatsapp or call. The Media Ant is the only OTT advertising agency that provides you an assured flawless execution and best rate for your media buy. We will recommend the right filters that can be used to reach your target group more effectively.

Frequently Asked Questions

1. How much does an OTT ad cost?

The cost of OTT advertising in India typically ranges from ₹2 to ₹5 per impression, with video ads often priced higher than display ads. Most platforms, such as Hotstar, Zee5, and SonyLIV, charge between ₹50 to ₹70 per CPM (Cost per 1,000 Impressions). Factors like platform popularity, ad format, audience targeting, and campaign duration significantly influence the cost. Small campaigns may start at ₹1,00,000, while large-scale campaigns with advanced targeting can exceed ₹10,00,000, offering brands precise audience reach and measurable results.

2. How does OTT advertising work?

OTT advertising works by targeting viewers on streaming platforms. Ads can be placed before, during, or after content, and can be personalized based on viewer preferences and behavior.

3. What are the types of OTT ads?

Common types of OTT ads include:

• Pre-roll ads (before content)

• Mid-roll ads (during content)

• Post-roll ads (after content)

• Banner and display ads

4. Which platforms support OTT advertising in India?

Popular platforms for OTT advertising in India include Hotstar, Zee5, SonyLIV, MX Player, and Amazon Prime Video.

5. Can OTT ads be targeted by location and demographics?

Yes, OTT platforms offer precise targeting based on factors like location, age, gender, device type, and viewing habits.

6. What is a good OTT advertising agency in India?

The Media Ant is a top OTT advertising agency in India, offering comprehensive solutions to run impactful campaigns on popular streaming platforms.