CTV viewership soars, 23% Indians go digital-only, says Kantar’s Media Compass Report

More than half or 58% Indians still watch linear TV every month, but connected TV (CTV) has emerged as a premium channel, with 35 million incremental viewers, offering advertisers a high-value opportunity, Kantar said.

India’s media landscape is rapidly evolving, with digital consumption growing sharply across age, gender, and geography. While linear TV still commands strong reach, the rise of digital-only users and connected TV signals a shift, especially among younger, male and rural audiences. These trends highlight the need for inclusive, nuanced, and audience-responsive media strategies across platforms.