Top 10 OTT Platforms for advertising

Top 10 OTT platforms in India for advertising

OTT refers to Over-The-Top. This term originated in terms of a television set-top box. Video platforms that do not require the TV set-top box to be accessed are known as Over-The-Top platforms. The same term has been extended to audio OTTs as well. In this post, we will look at the top OTT platforms in India that follow Advertising revenue generation model.

Hotstar Advertising

Advertising on Hotstar

Hotstar is one of the most used video platforms across the country. Of course, the biggest attraction of the OTT platform is live streaming of Indian Premier League that has given the platform reach equivalent to YouTube last year. However, there are a very few platforms that offer content mix, user experience as well as advertising options at par with Hotstar. This year, with Disney added to the existing platform, the offering has only got better.

Category: Video OTT

Popular Ad Types: Banner ads, Video ads, Masthead banners, App install/Lead generation

Popular Targeting Options: Gender, Age, Geo, Interest, Language, Genre, Device

YouTube Advertising

Advertising on YouTube

Youtube is one of the top sites (3rd in rank after Google.com and Google.co.in) according to Alexa Top sites in India. With 265 million as monthly user base, it has already reached 80% of the internet population in India. Hence, YouTube advertising in India is a very good opportunity for brands to reach their target audience.

This is where video advertising in India took off a few years ago and it has been growing at an unprecedented rate since then. Last year video advertising took over paid search to be the second highest digital ad type in terms of digital ad spends for 2020 according to Digital Advertising in India 2021 report by DAN and E4M.

Not only this, while YouTube was earlier seen as the go-to platform for the youth, as per the report, 73% of the audience belonging to the age group of 45 years to 54 years use YouTube to watch online content.

Category: Video OTT

Popular Ad Types: Video ads, Banner ads, Masthead Video

Popular Targeting Options: Geo, Gender, Age, Affinity, In-Market, Life Events

Jio Saavn Advertising

Advertising in Jio Saavn, App

Jio Saavn is one of the most popular audio OTT apps with more than a 100 million downloads and offers content across multiple Indian languages like Hindi, English, Tamil, Telugu, Punjabi, Marathi, Kannada, Malayalam, Gujarati, Bengali, Rajasthani, Assamese, Odia, Urdu and Bhojpuri. Apart from well-curated playlists based on artists, genres, Jio Saavn also offers original content in terms of podcasts.

Category: Audio OTT

Popular Ad Types: Audio ads, Banner ads, Roadblock

Popular Targeting Options: Geo, Gender, Language, Age, Interest, Genre, Device

Gaana Advertising

Advertising in Gaana App

Gaana App is a free music streaming website with a huge collection of licensed Indian & International music. It is one of the largest Indian commercial music streaming service with over 185 million monthly users. It was launched in April 2010 by Times Internet and provides both Indian and international music content.

With the pandemic pausing and delaying churning out of new content, many users found solace in audio entertainment. The music streaming app also responded to the opportunity by creating avenues to include more and more user generated content through Gaana HotShots (short format videos), live streaming with celebrity singers and podcasts.

Category: Audio OTT

Popular Ad Types: Audio ads, Banner ads, Roadblock

Popular Targeting Options: Geo, Gender, Language, Age, Interest, Genre, Device

Voot Advertising

Advertising in Voot App

Voot is one of the most popular video OTT apps in India. Mostly known for the digital platform for popular channels like Colors and MTV, Voot has several highly watched reality shows like Big Boss and Roadies popular among the youth.

Category: Video OTT

Popular Ad Types: Banner ads, Video ads

Popular Targeting Options: Geo, Gender, Age, Interest, Language, Genre, Content, Device

Sony Liv Advertising

Advertising in Sony Liv App

Sony Liv is a video OTT platform owned by Sony Pictures Networks India Pvt. Ltd. The VOD platform serves content from various Sony channels- Sony TV, Sony SAB, Sony Ten, Sony Max, Sony Max 2, Sony Six, Sony Pix, and Sony Yay. The platform has content in various languages like Hindi, English, Telugu and Tamil. Sony Liv also offers original content. Viewers can also watch live sports like UFC Fight Night, UEFA Champions League 2020/21, Bangladesh Tour of Sri Lanka 2021, the classic WWE, UEFA Europa League 2020-21, European Qualifiers for the 2022 FIFA World Cup, 2021 Hyundai Archery World Cup etc.

Category: Video OTT

Popular Ad Types: Banner ads, Video ads, Roadblock, Native ads

Popular Targeting Options: Geo, Gender, Age, Interest, Language, Genre, Content, Device, Top shows, Custom audience, Lookalike, Network/carrier targeting, Retargeting

MX Player Advertising

Advertising in MX Player

Originally launched as a video player, MX Player is now one of the most downloaded OTT platforms in India. The platform has 100000+ hours of content across movies, TV shows, web series, music videos, sports & news genres and in over 10 languages. In 2018, MX Player was acquired by Times Internet.

Category: Video OTT

Popular Ad Types: Banner ads, Video ads, Native ads

Popular Targeting Options: Geo, Gender, Age, Interest, Language, Genre, Content, Device,  Network/carrier targeting, Retargeting

Zee5 Advertising

Advertising in Zee5

Zee5 is an Indian video OTT platform owned by Zee Entertainment Enterprises and contains content from all Zee Network channels across 12 languages- Hindi, Telugu, Tamil, Malayalam, Kannada, Marathi, Bengali, English, Punjabi, Odia, Gujarati and Bhojpuri. The platform also offers live news channels and original shows.

Category: Video OTT

Popular Ad Types: Banner ads, Video ads, Masthead Banner

Popular Targeting Options: Geo, Gender, Age, Interest, Language, Genre, Content, Device,  Retargeting, Top Shows

Wynk Music Advertising

Advertising in Wynk Music

Wynk music app is one of the most popular audio OTT apps owned by Airtel. with more than a 100 million downloads the platform offers content across multiple languages like Hindi, English, Punjabi, Telugu, Tamil, Bhojpuri, Haryanvi, Bengali, Malayalam, Rajasthani etc. Apart from well-curated playlists based on artists, genres, Wynk Music also offers original content in terms of podcasts.

Category: Audio OTT

Popular Ad Types: Audio ads, Banner ads, Masthead Banner, Banner Premium

Popular Targeting Options: Geo, Gender, Language, Age, Interest, Genre, Device, Content

Jio TV Advertising

Advertising in Jio TV

Jio App is a one-stop destination for recharges, UPI & payments, managing Jio devices, Movies, Music, News, Games, Quizzes, & a lot more.  One of the most important features of Jio App is Jio TV which is the video OTT platform of Jio and has access to live streaming of TV channels, exclusive content from various TV networks and also original content.

Category: Video OTT

Popular Ad Types: Video

Popular Targeting Options: Geo, Gender, Language, Age, Interest, Genre, Device, Content

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