Connected TV viewership in India rose 23% to 166 million monthly users in the first quarter of 2026. This shift creates new advertising reach as 59 million viewers now consume content exclusively through streaming, bypassing traditional television. Companies in consumer goods, automotive, and financial services are increasingly adjusting their marketing budgets to capture this growing, younger demographic.
The way Indians consume television content is undergoing a major change as Connected TV, or CTV, continues to see rapid adoption across the country. According to the latest data from the Kantar Media Compass report for the first quarter of 2026, the number of monthly CTV viewers has reached 166 million. This marks a 23% increase compared to the same period last year, signaling that more households are opting for internet-enabled television experiences.
The Shift Toward Exclusive Streaming
One of the most important findings for advertisers is the emergence of a large group of viewers who no longer watch traditional linear television. The data indicates that 59 million people now rely solely on Connected TV for their content. This group makes up more than one-third of the total CTV audience, meaning that brands relying only on conventional TV advertisements are missing out on a significant portion of the population. For companies, this shift requires a move away from traditional planning toward cross-media strategies that include digital streaming platforms to ensure they reach their target customers effectively.
Broadening Demographics and Geography
While Connected TV was initially seen as a product for affluent urban households, it is now reaching a much wider audience. Although 60% of current viewers belong to the NCCS A category, which includes higher socio-economic households, the reach is no longer limited to major cities. Notably, one in three CTV viewers now resides in rural areas, showing that internet-enabled TVs are penetrating deeper into the country. The audience is also fairly balanced in terms of gender, with 53% men and 47% women. With nearly half of the total viewership falling into the 25-44 age bracket, this platform has become a prime target for brands in the automotive, financial services, electronics, and fast-moving consumer goods sectors.
Infrastructure and Future Adoption
The growth of this market is heavily tied to internet connectivity. At present, only 46% of CTV households in India use a fixed broadband connection. As internet infrastructure continues to improve and data costs remain competitive, the transition from traditional linear television to internet-based streaming is expected to gain further momentum. For investors, the long-term trend will depend on how effectively media companies and consumer brands can capitalize on this migration. The next monitorable will be the growth in ad revenue shares for digital streaming platforms compared to traditional broadcast networks and whether the expansion of broadband will continue to drive penetration into smaller towns and rural markets.