# India digital advertising and streaming market growth

> Live situation record from CLSTR: https://clstr.news/situations/india-digital-advertising-and-streaming-market-growth
> Updated: 2026-08-25T00:30:28.000Z. Sources: 3. Developments: 3.

India’s digital advertising and streaming landscape is experiencing significant growth, driven by artificial intelligence and Connected TV (CTV). Reports indicate that approximately 416 million people in India consume ad-supported streaming content, with 78% of those viewers utilizing CTV.

Data shows that the CTV audience has reached approximately 207 million viewers across 62 to 65 million households, marking a threefold increase since 2022. This expansion is particularly pronounced in non-metro markets, with rural areas seeing a 110% increase in viewership. While the medium is scaling toward the mass market, it retains a premium profile, as 44% of the CTV audience falls into the NCCS A category.

Smart TVs are the primary gateway for this content, with 82% of users accessing streaming via built-in apps. There remains a notable overlap with traditional media, as 68% of CTV households also maintain a connection to linear television. Prime-time viewing remains strong, typically peaking between 8 pm and 10 pm.

As the industry evolves, the Ministry of Information and Broadcasting is examining future advertising restrictions. This has prompted debates regarding whether the existing ‘10+2’ framework remains effective in a landscape increasingly dominated by YouTube, social media, and Free Ad-Supported Streaming Television (FAST). Consequently, media executives are advocating that CTV should not be categorized as ‘cheap television’ but recognized as a premium medium capable of reaching cord-cutters and light linear-TV viewers.

## Timeline

### 2026-08-25: India's media industry debates advertising frameworks and CTV growth

India's media landscape is shifting as the television industry debates advertising frameworks and the rising premium value of its 207 million Connected TV viewers.

2 sources. https://clstr.news/cluster/indias-media-industry-debates-advertising-frameworks-and-ctv-growth

### 2026-08-20: India's Connected TV audience reaches 207 million viewers

India's Connected TV audience has grown threefold since 2022 to 207 million viewers, seeing massive expansion in rural markets and maintaining a strong premium consumer base.

3 sources. https://clstr.news/cluster/indias-connected-tv-audience-reaches-207-million-viewers

### 2026-08-11: India's AdTech market expands as streaming and AI drive growth

India's advertising market is shifting toward AI-driven programmatic media and ad-supported streaming, with 416 million people now consuming ad-supported content and CTV reaching 78% of viewers.

4 sources. https://clstr.news/cluster/indias-adtech-market-expands-as-streaming-and-ai-drive-growth

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Cite as: India digital advertising and streaming market growth. CLSTR, https://clstr.news/situations/india-digital-advertising-and-streaming-market-growth