Monthly Connected TV viewership in India reached 166 million in the first quarter of 2026, marking a 23% year-over-year increase. This growth is attracting advertisers as 59 million users now consume content exclusively through connected devices, offering brands a way to reach audiences outside traditional linear television.
Connected TV, which refers to television sets connected to the internet through devices like smart TVs, streaming sticks, or gaming consoles, has reached a significant milestone in India. According to the latest data for the first quarter of 2026, the platform now commands a monthly viewership of 166 million people aged 15 and above. This 23 percent growth compared to the same period last year indicates that digital streaming on large screens is becoming a primary mode of entertainment for millions of Indian households.
Accessing Exclusive Audiences
A critical takeaway for the media and advertising industry is the emergence of an exclusive audience. The report shows that 36 percent of the total CTV audience, or 59 million viewers, do not watch traditional linear TV, preferring to consume content solely through connected devices. For brands, this represents a vital opportunity to achieve incremental reach. By integrating CTV into their media plans, advertisers can now connect with consumers who were previously unreachable through conventional television broadcasts.
Demographic and Geographic Reach
The profile of the CTV viewer is becoming increasingly attractive for companies selling premium products and services. Approximately 60 percent of these viewers belong to the NCCS A category, which represents the highest socioeconomic class in India. Furthermore, the platform's reach is no longer limited to major metropolitan areas. Current data shows that one in three CTV users now resides in rural India, reflecting the rapid expansion of high-speed internet infrastructure beyond city centers.
Advertising Implications and Next Steps
The gender balance among CTV viewers is relatively even, with 53 percent men and 47 percent women, while the 25-44 age group accounts for nearly half of the total audience. This demographic segment is highly valued by marketers due to its prime working status and high consumption potential. As brands move away from siloed planning—where TV and digital strategies are managed separately—the focus is shifting toward tools that provide a unified view of consumer behavior across different media types.
For investors and market participants, the next phase of growth will depend on how effectively media companies and advertisers monetize this shift. The key monitorable will be whether the increased audience size translates into higher advertising revenue per user for streaming platforms and broadcasters. Additionally, investors may track whether the shift in viewing habits forces a significant reallocation of advertising budgets from traditional linear TV to digital and connected platforms in the coming quarters.