Rising incomes, literacy to drive India’s TV viewership to 1 billion by 2029: IIMA study

India’s television audience is projected to grow to nearly 1 billion viewers by 2029, driven by rising disposable incomes, improving literacy levels, and increasing internet penetration, according to a new study by the Indian Institute of Management Ahmedabad (IIMA).

The ‘Future of TV in India’ report, authored by IIMA professors Viswanath Pingali and Ankur Sinha and supported by the Brij Disa Centre for Data Science and Artificial Intelligence (CDSA), forecasts a sustained growth phase for television consumption across the country. The study estimates that India’s TV audience will expand at an annual rate of about 2.37% to reach approximately 1.03 billion viewers by 2029.