India's connected TV audience grew 23% to 166 million in Q1 2026, according to Kantar. With 36% of users watching content exclusively on these devices, the shift is changing how advertisers spend their marketing budgets and plan media campaigns.
The shift toward digital entertainment in India has reached a new milestone. According to the latest Media Compass report from Kantar, the number of monthly viewers using Connected TV (CTV) rose by 23% year-on-year to reach 166 million in the first quarter of 2026.
Connected TV refers to televisions connected to the internet, allowing viewers to stream content through apps instead of relying solely on traditional cable or satellite broadcasts. This growth is significant for the advertising sector as 59 million people, or 36% of the total CTV audience, now exclusively use these platforms. For companies and advertising agencies, this means they can reach millions of potential customers who are no longer active on traditional linear television.
Expanding Reach Beyond Metros
The profile of the average CTV viewer is evolving. While the majority of users, at 60%, belong to NCCS A households—a classification often used by marketers to identify affluent consumers—the reach is spreading. Notably, one in three CTV users now lives in rural areas. The gender split remains relatively balanced, with 53% male and 47% female viewers. In terms of age, the platform is most popular with individuals aged between 25 and 44, who make up 46% of the total viewer base.
Infrastructure and Future Growth
The expansion of home internet infrastructure is directly supporting this trend. The Kantar analysis shows that 46% of CTV viewers already have fixed broadband connections at home. As internet penetration continues to increase across the country, the potential for further adoption remains high. Puneet Avasthi, Director of Specialist Businesses for South Asia at Kantar, noted that this rapid evolution is forcing brands to rethink how they target audiences.
For investors monitoring the media and advertising landscape, this change carries clear implications. Companies that own streaming platforms, smart TV manufacturers, and digital advertising agencies are likely to benefit from this migration of eyeballs. However, the move also challenges traditional media houses that rely heavily on linear television revenue. The next important step for the industry will be tracking how advertising budgets are reallocated between traditional TV and connected platforms in the coming quarterly results. Investors should also watch for further data on whether this growth translates into higher subscription or ad-revenue margins for the major streaming players operating in the Indian market.