India's Digital Surge: 313M Go Online, Rural Leads

India has seen a dramatic increase in digital-only audiences, reaching 313 million by the third quarter of 2025. This surge represents 26% of the population aged 15 and above, indicating a substantial move away from traditional linear television. The report highlights that a significant majority, three out of four, of these digital-only viewers are located in rural India.

While linear television viewership experienced a minor decline from 705 million to 689 million between the first and third quarters of 2025, the number of individuals consuming content on both linear TV and Connected TV (CTV) has grown. This hybrid viewership now stands at 116 million, marking a 17% increase.

This digital transformation, particularly its strong presence in rural areas, presents a crucial opportunity for brands. With 49% of new CTV viewers also coming from rural regions, flexible media plans that balance linear and digital investments are becoming essential for reaching diverse audiences effectively.