Archive · 17 Jun 2025
Digital Media Surges in India: Connected TVs Add Millions
Many people in India are now watching TV in new ways!
Some watch only online, while many are using smart TVs connected to the internet.
In early 2025, millions more started using these smart TVs.
Younger people and men are more likely to watch this way.
Even in rural areas, more people are watching online and using smart TVs.
Smart TVs are becoming a central way for families to enjoy shows together, especially during holidays.
This is changing how companies plan shows and advertisements to reach everyone.
Digital-only users and connected TVs (CTV) are growing in India, especially among younger audiences.
CTV added 35 million viewers in the first quarter of 2025.
23% of Indians are digital-only users, accessing the internet but not watching linear TV.
Connected TV sets in India grew to about 30 million in 2024.
CTV is becoming the center of home entertainment, with family co-viewing increasing.
- Who
- Younger people, men, and those in rural areas are driving the shift towards digital and connected TV.
- What
- Digital-only users and connected TVs are growing in India.
- When
- Connected TV added 35 million viewers in the first quarter of 2025. Data referenced from 2024 and 2025 reports.
- Where
- India
- Why
- To reach diverse audiences with targeted messaging, as family co-viewing increases.
- Digital-only users
- 23% of Indians
- CTV viewers added (Q1 2025)
- 35 million
- Active Smart TVs Increase (2024)
- 27%
- CTV sets in India (2024)
- 30 million
- Male viewers of CTV and digital-only
- 57%
- Age group preference for digital
- 15-34 year olds (55%)