Today
Bears full CDN cost
Pilot Program · Confidential · 2026
Peer-Assisted
Delivery
at the OS Level
A three-stakeholder pilot for the Indian FAST ecosystem.
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A three-stakeholder pilot for the Indian FAST ecosystem.
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The Market Moment
Connected TV households · India
Projected growth by 2028
FAST advertising revenue
Same window, to 2028
As that audience doubles, CDN delivery costs scale linearly. For content providers operating on India's characteristically low-ARPU, low-margin constraints, this is the silent threat inside the growth story — the infrastructure layer has not caught up with the opportunity.
The numbers are real. Runn TV reported watch-hour growth of over 580% and active-user growth of over 250% in the last 12 months alone. That is not experimentation — that is a platform finding its audience at scale.
On CTV, content finds you. The platform that controls the discovery layer controls who survives. That's an enormous responsibility — and an underutilised commercial opportunity.
— Renita MagdaleneThe discovery layer is only as strong as the infrastructure beneath it.
The Infrastructure Gap
CDN spend savings
Peer-to-peer delivery, embedded at the OS level rather than bolted on as an app-layer solution, fundamentally changes the cost structure. When the smart-TV OS itself orchestrates peer-assisted delivery, 70–80% of traffic is served peer-to-peer. For content providers, this translates into a 23–27% reduction in CDN spend for Runn Tv. The savings are real, structural, and scalable.
No one has aligned the incentives across all three stakeholders to make this happen in India. Until now.
The Pilot Structure
OS Layer
Enables peer-assisted delivery at the firmware / OS level. Becomes the infrastructure differentiator for content providers — a moat no app-layer competitor can replicate.
Content Provider
First major Indian FAST platform to embed peer-assisted delivery at OS level — reducing CDN cost structurally while co-authoring a new infrastructure standard for the ecosystem.
Technology
Provides the peer-assisted delivery stack integrated directly into the OS. Gains a lighthouse deployment in one of the world's fastest-growing CTV markets.
How it connects
The Alignment Model
CDN savings shared equally across all three stakeholders — with one critical distinction.
Runn TV
Today
Bears full CDN cost
Mechanism
70–80% peer traffic offload, 23-27% CDN spend reduction
Net benefit
⅓ of CDN savings
Cloud TV Strategic asymmetry
Today
Bears zero CDN cost
Mechanism
Enables saving via OS layer
Net benefit
⅓ = pure new revenue
Quanteec
Role
Technology provider
Mechanism
Peer-assisted stack
Net benefit
⅓ of CDN savings
Revenue-share model only
Quanteec earns exclusively when delivery savings are realised. No licence fee. No upfront cost. Quanteec's incentive is fully aligned with the pilot's success.
The Business Case
question 1 — minimum concurrent peers for significant impact
Runn TV MAU on Cloud TV
—
devices × penetration rate
Daily active viewers
—
MAU × DAU/MAU ratio
Peak concurrent viewers
—
DAU × PCU/DAU ratio
These figures are estimates based on the assumptions above. The pilot is designed to replace them with actual Cloud TV and Runn TV usage data.
question 2 — pilot revenue projections (1 content provider)
Monthly CDN volume
—
GB/month on Cloud TV
Total monthly CDN cost
—
Borne by Runn TV today
Monthly savings pool
—
at 60% offload
Annual savings pool
—
total to split equally
Content provider
—
/month
—
CDN cost savingOS / platform layer
—
/month
—
Pure new revenueTechnology layer
—
/month
—
Revenue share — earns when savings are realscaling context — Cloud TV revenue at scale
Today — 10 content providers
—
—
2028 — 40M CTV households, 10 content providers
—
—
The pilot establishes the mechanism and replaces estimates with actuals. The business case is not the pilot revenue — it is what the model generates across Cloud TV's full content partner ecosystem at scale.
Reach
Source: Medianews4u / Abhijeet Rajpurohit interview, 2024
Estimated mid-case — replace with actual app analytics
Source: Industry average for consumer streaming apps
Source: LoadFocus benchmark — ~15 concurrent per 100 DAU
Conservative single-app FAST estimate; India total TV = 3.5h/day
Economics
Runn TV estimate
Conservative Quanteec scenario
Number of content providers on the model at scale — applied to both scale scenarios
Why Cloud TV — Why Now
Every competing OS is fighting the same war — home-screen placement, visibility, discovery. But visibility gets you tried; economics gets you loyalty. Cloud TV can leapfrog that battle by becoming the platform where content providers actually make money. That position cannot be replicated from an app layer — it can only be built from the OS up. No one is there yet.
TRAI is actively redrawing the rules for FAST and connected TV in India. The window to set the infrastructure standard — before regulation crystallises around someone else's model — is open today. In twelve months that window may have closed.
A world premiere
Not a feature. Not a partnership announcement. An entirely new model for how CTV infrastructure, content distribution, and technology work together — designed for India's constraints, and built at the only layer where it can work at scale.
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