Kantar: India's Digital Audience Soars, 116M Now Use Both Linear TV & CTV

• Viewers using both Linear TV and Connected TV (CTV) in India reached 116 million in Q3 2025, a 17% growth.
• Digital-only audiences in India surged to 313 million (26% of 15+ population) in Q3 2025, marking a 30% increase from 2024.
• Digital media adoption is rapidly expanding in rural India, accounting for three in four digital-only users.
• Kantar's Media Compass Report highlights evolving media consumption, urging brands to adapt strategies for multi-screen and rural audiences.

Why It Matters: India's media shift to digital and CTV demands new strategies for advertisers.