IPL '24 on JioCinema: Igniting Advertising Triumph Across Every Screen and Format
+ Video Ad Growth in India & JioCinema's digital ads' pricing strategies
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JioCinema said it has partnered with short-video social media platforms Sharechat and Moj to showcase its sports content, including the Indian Premier League (IPL), the Women’s Premier League (WPL), the Indian Super League (ISL), and the 2024 Olympics.
JioCinema said that the partnership will allow the user base of ShareChat and Moj, pegged at over 325 Mn, to access its sports content. Users of the social media platforms can access the curated content in multiple languages via various JioCinema handles.
The World’s Fastest Growing Online Economy
Video advertising in India is experiencing remarkable growth amid the surge in digital advertising. Predictions by Omdia suggest a compound annual growth rate (CAGR) of 12.7% for online advertising revenue, with video advertising emerging as the fastest-growing digital ad market, projected to grow at a 30-35% CAGR over the next few years (Source).
YouTube and Meta are key players, with YouTube's video ad revenue in India reaching $690 million last year.
Excluding YouTube, the video streaming market in India is estimated to be around $1.5 billion, with approximately 40% stemming from ad revenue (Source) ($600 million - $650 million).
The shift from traditional media to online streaming is evident, as seen in the considerable growth of online assets like Viacom18's JioCinema, which made cricket matches free to view to capitalize on ad revenue. Moreover, OTT platforms like MX Player, offering free content supported by ads, are gaining traction.
This advertising model makes economic sense in a market where subscription streaming services remain unaffordable for many. The ban on TikTok in India has paved the way for homegrown alternatives like Josh and Sharechat, embedding advertising into their platforms.
The convergence of video advertising with ecommerce is evident, with platforms like Amazon and Nykaa generating over $1 billion in ad revenue collectively. This presents a significant opportunity for advertisers to leverage the growing digital landscape in India, spanning video ads on OTT platforms and ecommerce sites, with continued growth expected in the digital advertising realm.
Today’s program:
JioCinema’s audience demographics, ad formats & pricing
IPL ‘24 on JioCinema - An advertiser led carnival
And….Action!
JioCinema’s audience demographics, “video” ad formats & pricing
The best way for us to gauge the offer for advertisers in the country is to look at the “video” ad formats, experiences and pricing options / packages offered by the largest OTT in the country, JioCinema.
We have used publicly available information on JioCinema as well as ad offering aggregators such as The Media Ant.
This information also becomes a blueprint for other OTTs in India and MENA who want to explore offering a hybrid OR ad supported model, however are curious on the best way to position their audience, ad rates and formats to the advertiser & agency communities.
The Jio Ads team + information at The Media Ant has shared the following demographics information as part of an extended media deck available on The Media Ant web site:
With 118 million+ monthly active users, JioCinema Ads target a large-scale audience using precision retargeting.
JioCinema Advertising Cost (as per availability and “Ask” offers on The Media Ant)
Advertising Options
Banner: ₹ 0.11 Per Impressions (Rs. 110 CPM ~ $1.34 CPM)
Video: ₹ 0.096 Per Impressions (Rs. 96 CPM ~ $1.17 CPM) with a minimum billing of Rs. 5,50,000 ($6,700) for 5.73 million impressions.
Masthead Banner: ₹ 35,20,000 Per Day (approx $42,900 per day)
Connected TV: ₹ 0.22 Per Impression (Rs. 220 CPM ~ $2.68 CPM) with a minimum billing of Rs. 1,46,667 ($1,789) for 667,000 impressions.
IPL ‘24 on JioCinema - An advertiser led carnival
The TATA IPL ‘24 (free and ad supported on JioCinema apps across devices) presents an unprecedented opportunity for advertisers to elevate their brand presence and engage with a massive audience of 650 million viewers across India. With JioCinema's robust ad suite, brands can now reach passionate cricket fans through live streaming on various devices, including cutting-edge 4K displays and Jio 4G Feature phones.
Over 200 million cricket enthusiasts, with at least 25% accessing content on 4K screens, represent ideal targets for brands in luxury, investments, dining, and entertainment sectors.
The IPL's free streaming accessibility extends to Jio 4G feature phones, introducing a new audience of 35-40 million users to the tournament, allowing brands to tap into previously untapped markets. Advertisers can leverage over 100 audience cohorts for precise targeting, minimizing ad spend wastage and maximizing relevance across various ad formats.
JioCinema is extending IPL partnerships to small businesses and local retailers, offering cost-effective solutions tailored to their budgets. This initiative broadens accessibility for local businesses, empowering them to build brand trust and capture new audiences. Additionally, businesses launching new products or services can utilize the IPL to generate excitement and demand, positioning themselves as relevant amidst the tournament frenzy.
TATA IPL ‘24 revolutionizes advertising, especially on CTV, with innovative features that empower brands to boost awareness and drive success across various marketing objectives. Advertisers now have the opportunity to create lasting impressions with cricket fans, thanks to JioCinema's unparalleled platform.
IPL 2024 Advertising Rates on Jio Cinema
Following is a table describing the IPL 2024 ad rates :
My Views
The TATA IPL 2024 on JioCinema presents an unparalleled opportunity for advertisers to reach a massive audience of 650 million viewers across various devices, including smartphones and Jio 4G feature phones, ensuring extensive brand exposure.
Advertisers can capitalize on a diverse range of ad formats available on JioCinema, including mid-roll and pre-roll video ads, featured cards, squeeze-ups, VOD, masthead, and web banners, allowing for highly engaging and interactive advertising experiences tailored to different viewer preferences.
With cost-effective advertising solutions, advertisers can optimize their marketing budgets while achieving maximum impact during the IPL, leveraging precise targeting options such as geo clusters, audience targeting, device targeting, and language targeting to reach specific demographics and regions.
The significant rise in connected TV (CTV) usage, with over 28 million CTV users in India and expected growth during IPL 2024, offers advertisers an exceptional opportunity to engage with over 100 million viewers, enhancing brand visibility and engagement across a rapidly expanding digital landscape.
The way JioCinema has run the pre-sales process to attract and engage advertisers of all sizes across the length and breadth of the country, including road shows is an inspiration for other streamers who want to adopt the ad supported business models as part of their OTT business. In addition, the ease of targeting, variety of ad formats, and brand case studies (from last year’s IPL) will surely attract a number of advertisers, thereby also improving the viewing experience in terms of non-repetitive ads (read we will not see the same ad being played every few minutes, which is the case on many similar OTT platforms).
That’s all for today folks. If you enjoyed this breakdown, please consider sharing it with your friends and colleagues.
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