The age of generic advertising is set to fade away as online streaming platforms, armed with a wealth of user data, are delivering highly personalised ads. From language preferences and demographic profiles to granular viewing habits, advertisers are transforming OTT platforms into prime real estate for brands. With the beginning of the cricket season and announcement of new content on various platforms, ad agencies noted that personalised ads on OTT platforms in India is a rapidly growing trend driven by increased OTT adoption, richer user data, and advanced ad tech.
Manish Solanki, Chief Operating Officer (COO) and Co-Founder of the TheBigSmallIdea media agency, said OTT is the current “flavor of the season” with the buzz around the Indian Premier Leageu (IPL) 2025 and the announcement of new content of popular shows on platforms. “Right now, if there is a brand which is focusing only to Gen Z crowds, or if it’s focusing on a specific target group or tracking to the click-through rate, TV will not be provide all that because you can’t click anything. But on an OTT app, you’re able to click and move out to a destination,” he said.
Even the Federation of Indian Chambers of Commerce and Industry (FICCI) 2025 report observed that sports, entertainment and news OTT platforms garnered 10 per cent of total digital ad revenues, led by Jio Cinema and Disney+ Hotstar. A prime reason why OTTs are becoming popular among brands is also the targeting done on the basis of vi.
