While e-commerce, FMCG, and auto brands dominated IPL 2026 CTV advertising by scale, BFSI brands delivered the strongest recall efficiency on the platform. Despite accounting for just 4.8% of impressions, the Financial Services category generated 6.9% recall, outperforming sectors with significantly higher ad spends and emerging as the only category to achieve a Recall Efficiency Index above 1×, according to the COTT Ad Recall Analysis for IPL 2026.

While e-commerce, FMCG and auto brands flooded screens with scale, BFSI brands quietly delivered the strongest recall efficiency on the platform. With just 4.8% impression share, Financial Services generated 6.9% recall — outperforming categories spending significantly more and emerging as the only sector with a Recall Efficiency Index above 1×

India’s biggest advertisers may have dominated airtime during IPL 2026 on Connected TV (CTV), but when it came to actual consumer recall, banking and financial services brands emerged as the strongest performers.

India’s biggest brands may have dominated advertising volumes during IPL 2026, but when it came to viewer recall on Connected TV (CTV), banking and financial services brands delivered the strongest impact. Despite accounting for a relatively small share of total ad impressions, BFSI advertisers emerged as the most memorable category during the tournament, outperforming sectors such as FMCG, automobiles, and e-commerce in recall efficiency.

According to data from Chrome OTT (COTT) for Week 19 ’26, JioHotstar continued its dominant run in the Indian streaming ecosystem, securing a peak penetration of 94.05% and attracting 144.83 million unique viewers. Netflix held the second position with a 62.51% reach (96.25 million viewers), closely followed by Amazon Prime Video (including Amazon MX Player CTV content) at a 60.93% reach (93.83 million viewers).

According to data from Chrome OTT (COTT) for Week 18 ’26, the Indian streaming space saw JioHotstar maintain its lead with a peak penetration of 75.62%, attracting 116.45 million unique viewers. Netflix followed in the second spot with a 36.36% reach (55.99 million viewers), while Amazon Prime Video (including Amazon MX Player CTV content) recorded a 24.83% reach (38.24 million viewers).

DD News’ flagship prime-time show Decode with Sudhir Chaudhary marks its first anniversary, having accumulated 1,486 million cumulative views across digital platforms since its debut on May 15, 2025. Tracked across YouTube, FAST Channels, third-party applications, and social media, the numbers position Decode as a player in Indian public broadcasting reaching audiences across every zone, age group, and screen in the country.

The anniversary poster, shared online, highlighted the scale of the show’s digital reach while celebrating one year of ‘Decode’. The graphic featured Chaudhary along with the tagline “Celebrating 1 Year” and cited the data source as COTT (Chrome OTT). According to the details mentioned in the post, the numbers represent total streaming cumulative views per minute across multiple platforms rather than unique reach.

DD News' prime-time show Decode with Sudhir Chaudhary marks its first anniversary, having accumulated 1,486 million cumulative views across digital platforms since its debut on May 15, 2025.

As 5 states - West Bengal, Keralam, Assam, Puducherry and Tamil Nadu declared their election results on 4th May 2026, Decode with Sudhir Chaudhary on DD News emerged as a go-to destination for election analysis, recording 5.3 Mn cumulative views across platforms. As per COTT (Chrome OTT) – the total digital views across YouTube, FAST Channels, Third-party Applications and Social Media – hit 5.3 million at the closure of the episode at 10 PM - reflecting a strong audience pull of Sudhir Chaudhary’s coverage during one of India’s most closely watched multi-state election results days.