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Digital-only users surge as connected TVs add 35 million . . . 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,
Kantar Media Compass 2025 finds 23% Indians are digital-only One in four Indians are now digital-only: A significant 23% of Indians are digital-only users They access the internet but do not watch Linear TV This marks a pivotal shift in how India consumes content, especially the younger and rural audience
Surge in Indian Digital Media: 23% Now Go Digital-Only . . . Kantar India: A new report reveals that 23% of Indians are now digital-only users, highlighting a significant shift in media consumption trends, particularly among young and rural demographics
CTV viewership soars, 23% Indians go digital-only, says . . . Kantar's Media Compass 2025 reveals that while linear TV remains popular with 58% viewership, connected TV is gaining traction with 35 million new viewers, especially among younger, male, and rural audiences A significant 23% of Indians are now digital-only, highlighting a shift in content consumption patterns and the need for nuanced media strategies across platforms to effectively reach
CTV scoring with 35 mn incremental viewers, high-value . . . CTV scoring with 35 mn incremental viewers, high-value opportunity for advertisers: Kantar The Kantar Media Compass also reveals that 23% of Indians are digital-only users and do not watch Linear TV