India’s digital-only viewership at 313 million, rural users drive 75% growth: Kantar

In terms of CTV consumption, the number of viewers watching content across both linear TV and CTV rose to 116 million in Q3 2025, reveals the Kantar Media Compass Report

by e4m Staff
Published: Dec 15, 2025 1:37 PM | 2 min read

India’s digital-only audience has surged to 313 million users, accounting for 26% of the country’s 15+ population, with three in four users coming from rural India, according to the Kantar Media Compass Report, Q3 2025.

The report highlights a shift in India’s media consumption patterns, as digital platforms rapidly close the reach gap in regions and cohorts traditionally dominated by linear television.

Digital-only audiences—defined as users who access the internet but do not watch linear TV—have grown 30% since 2024, up from a base of 20%, with higher penetration among NCCS C/DE segments and younger consumers, the report says.

Kantar estimates linear TV viewership declined marginally from 705 million in Q1 2025 to 689 million in Q3 2025.

In terms of Connected TV (CTV) consumption, the number of viewers watching content across both linear TV and CTV rose to 116 million in Q3 2025, marking a 17% increase over Q1 2025. Notably, 49% of incremental CTV viewers are from rural India, underscoring the growing role of internet-enabled televisions beyond urban markets.

With 75% of digital-only users residing in rural India, digital adoption in non-metro markets is accelerating at scale, driven by mobile-first access and expanding telecom infrastructure, the report further notes.

According to the report, 43% of Indians browse online shopping platforms for discovery, research and deal-hunting, positioning retail media networks as increasingly influential upper-funnel environments rather than just last-mile conversion tools.

Commenting on the findings, Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar, said, “Since its launch in June, Kantar’s Media Compass Report has enabled marketers to navigate the complexity of India’s media ecosystem with precision. The sharp rise of digital-only audiences—now at 313 million—signals a decisive shift in how content is being consumed across the country. With strong growth coming from rural and younger segments, brands must rethink how they build reach and relevance.”