Digital-only users surge as connected TVs add 35 million viewers in India

While linear television continues to command strong reach across India, the rise of digital-only users and connected TVs (CTV), which added 35 million new viewers in the first quarter of 2025, signals a shift, especially among younger, male and rural audiences, according to the Media Compass report by market research company Kantar.

Further, a significant 23% of Indians are digital-only users. They access the internet but do not watch linear TV, the report added. That said, 58% of Indians still watch linear TV every month.