Connected TV (CTV) adoption is accelerating in India, with southern markets leading smart TV penetration amid stronger broadband connectivity and rising demand for large-screen streaming experiences.
According to Nielsen’s India Internet Report 2025, 25% of households in South India own a smart TV, compared with 16% in the West, 10% in the North, and 5% in the East. Smart TVs are internet-enabled televisions with built-in apps, while CTV includes all internet-connected TV viewing across smart TVs and streaming devices.
The report said India’s internet ecosystem is entering a more mature phase, driven by rapid user growth and expanding digital consumption across fintech, e-commerce, communication, and entertainment.
India now has more than 915 million active internet users, with men accounting for 52% and women 48%, according to the report.
Internet access in India continues to be overwhelmingly mobile-first, with 94% of users accessing the web through mobile data. Over 622 million Indians now own smartphones, making them the primary gateway to digital services and online content. Nielsen data also showed that more than one-third of smartphone users share their devices.
Video consumption continues to dominate online activity, with 78% of internet users watching videos online. Social networking platforms remain widely used, engaging 74% of users.
The report said India’s internet ecosystem is evolving beyond basic connectivity toward deeper engagement across communication, entertainment, and social interaction. As digital access becomes more affordable and widespread, users are spending more time online and engaging across a growing number of platforms, apps, and devices.
For brands, platforms, and media companies, the findings highlight the need to better understand shifting audience behaviour as consumers move across video, social media, messaging, and streaming platforms in an increasingly fragmented digital environment.
According to Nielsen’s India Internet Report 2025, 25% of households in South India own a smart TV, compared with 16% in the West, 10% in the North, and 5% in the East. Smart TVs are internet-enabled televisions with built-in apps, while CTV includes all internet-connected TV viewing across smart TVs and streaming devices.
The report said India’s internet ecosystem is entering a more mature phase, driven by rapid user growth and expanding digital consumption across fintech, e-commerce, communication, and entertainment.
India now has more than 915 million active internet users, with men accounting for 52% and women 48%, according to the report.
Internet access in India continues to be overwhelmingly mobile-first, with 94% of users accessing the web through mobile data. Over 622 million Indians now own smartphones, making them the primary gateway to digital services and online content. Nielsen data also showed that more than one-third of smartphone users share their devices.
Video consumption continues to dominate online activity, with 78% of internet users watching videos online. Social networking platforms remain widely used, engaging 74% of users.
The report said India’s internet ecosystem is evolving beyond basic connectivity toward deeper engagement across communication, entertainment, and social interaction. As digital access becomes more affordable and widespread, users are spending more time online and engaging across a growing number of platforms, apps, and devices.
For brands, platforms, and media companies, the findings highlight the need to better understand shifting audience behaviour as consumers move across video, social media, messaging, and streaming platforms in an increasingly fragmented digital environment.
