JioStar flags India’s shift from TV-only advertising to integrated media plans
JioStar says brands are increasingly combining television, OTT and social media spend, while targeting regional markets, premium audiences and major entertainment properties.
What happened
JioStar says Indian brands are shifting advertising budgets from television-only campaigns toward integrated TV, OTT and social media plans, with growing
Key facts
- 2026
Why this matters
Prioritize partnerships or acquisitions that add cross-platform ad tech, regional media reach or premium-content inventory to create a more integrated advertising offering.
What to watch
- Launch of credible India-wide deduplicated TV-plus-digital audience measurement or advertiser adoption of a common cross-media currency.
- Growth in JioHotstar ad inventory, logged-in users, connected-TV viewing and regional-language consumption.
- Evidence that upfront TV commitments are converted into bundled linear-plus-streaming agreements.
- CPM and yield trends for regional OTT, premium connected-TV and tentpole entertainment inventory.
- Major FMCG, auto, telecom and e-commerce advertisers reorganizing media teams around integrated video budgets.
- Regulatory or privacy changes affecting first-party data activation, targeted advertising and cross-platform attribution.
- JioStar bundles linear TV, JioHotstar streaming inventory and social/creator integrations into single sponsorship and audience packages.
- Large advertisers consolidate television, OTT, social and influencer planning under unified video or integrated-media briefs.
- Agencies expand cross-platform reach-and-frequency planning, clean-room analytics and outcome-based measurement capabilities.
- Broadcasters and streaming platforms pursue common measurement standards and partnerships with retail-media, telecom and data providers.
- Entertainment and sports properties sell fewer standalone spots and more year-round, multi-screen franchise partnerships.