India’s media consumption landscape is undergoing a significant transformation, with new data showing that just 25% of Indians now rely exclusively on linear television. At the same time, digital-only audiences have surged to 23%, reflecting a decisive shift in content preferences across age, geography, and economic segments.
The findings come from Media Compass, a new quarterly media tracking report launched by Kantar India. Based on a rolling annual sample of 87,000 consumers, the report aims to provide a comprehensive view of cross-platform media usage, covering television, print, and digital. While linear TV remains the most widely accessed format with 58% monthly reach, the rise of Connected TV (CTV) is reshaping viewership patterns. CTV added 35 million new viewers in the first quarter of 2025, positioning it as a premium segment within the media ecosystem.
Digital-only users, those who consume content via the internet but do not watch traditional TV, are predominantly male (57%) and skew younger. The 15–34 age group showed a strong preference for digital video (55%), OTT platforms (55%), and social media (57%), while audiences aged 45 and older remained more inclined toward linear TV (44%).
The data also challenges longstanding assumptions about rural media access. According to the report, 74% of digital-only users and 75% of linear TV viewers reside in rural India, signalling widespread digital penetration beyond urban centres. CTV viewership was also found to be balanced across rural and urban geographies, debunking its earlier image as an urban-centric trend. Socio-economic segmentation reveals further divergence.
“In today’s fragmented and fast-evolving media landscape, brands are under pressure to make every media rupee count. Yet, most decisions are still being made using outdated or incomplete data, leading to suboptimal media planning and missed connections with consumers. Media Compass 2025 aims to correct this and equip advertisers with timely, in-depth insights across platforms- enabling smarter media planning, stronger audience engagement and sharper targeting for maximum impact,” Puneet Avasthi, Director, Specialist Businesses, Insights Division- South Asia, Kantar, said.
Digital-only consumption is more prevalent among lower NCCS (New Consumer Classification System) groups, indicating digital’s growing role in democratising content access. In contrast, CTV growth is concentrated within affluent NCCS A households, reinforcing its premium positioning among advertisers.