Archive · 15 Dec 2025
Digital-Only Viewers in India Reach 313 Million
A new report says that 313 million people in India, who are 15 years or older, only watch things online and not on regular TV.
This is a big increase from last year.
Most of these people, about 75%, live in villages.
Regular TV watching has gone down a little, but more people are now watching both regular TV and online TV.
The report also says that many people in India use the internet to look for things to buy.
This shows that online shopping is becoming very popular.
The report is based on information from 87,000 people and is updated every three months.
Digital-only viewers in India reached 313 million, representing 26% of the 15+ population as of Q3 2025.
75% of digital-only viewers reside in rural India.
Linear TV viewership declined from 705 million in Q1 2025 to 689 million in Q3 2025.
Viewers watching both linear TV and connected TV (CTV) grew to 116 million in Q3 2025, a 17% increase over Q1 2025.
43% of Indians use online shopping platforms for discovery, research, and deal-hunting.
- Who
- Kantar’s Media Compass Report
- What
- Digital-only viewers in India reached 313 million, with 75% living in rural areas.
- When
- As of Q3 2025
- Where
- India
- Why
- The report highlights the rapid rise in digital media adoption, especially in rural areas, and the shift in content consumption patterns.
- Digital-only viewers
- 313 million
- Percentage of 15+ population
- 26%
- Rural digital-only viewers
- 75%
- Linear TV viewership decline
- 705 million to 689 million (Q1 2025 to Q3 2025)
- Dual LTV and CTV viewers
- 116 million (Q3 2025)
- Rural CTV viewers
- 49% of incremental viewers
- Online shopping platform users
- 43% of Indians
- Report sample size
- 87,000 consumers
