Media Compass 2025 reveals sharp shifts in content consumption habits across India
Kantar’s newly released Media Compass 2025 report reveals a dramatic transformation in India’s media landscape, with Connected TV (CTV) viewership on the rise and 23% of Indians now identifying as digital-only consumers-individuals who access content online but not via traditional TV.
The report, based on a rolling annual sample of 87,000 consumers, marks the first holistic media study in over five years. It offers comprehensive insights into media reach, cross-platform behaviour, and audience engagement across TV, digital, and print.
Key findings highlight that while 58% still watch linear TV monthly, CTV added 35 million new viewers, positioning it as a key growth area for advertisers. Meanwhile, digital-only consumption is particularly strong among youth and rural users, reflecting a broader shift toward mobile-first, online content.
Interestingly, CTV and digital audiences skew 57% male, signaling a need for more inclusive programming. Age divides persist, with younger audiences (15–34) favouring OTT, digital, and social platforms, while viewers aged 45+remain loyal to linear TV.
Rural India has emerged as a major digital hub, with 74% of digital-only users and 75% of linear viewers residing in rural areas. CTV reach is now balanced across urban and rural regions, challenging assumptions about its urban exclusivity.
The report also highlights socio-economic trends, noting that digital-only users are concentrated in lower NCCS groups, whereas CTV growth is driven by affluent NCCS A consumers.
According to Puneet Avasthi, Kantar, the report is designed to empower marketers with accurate, timely insights for smarter, cross-media planning in a fragmented landscape.
