In a media environment where attention is fragmented and platforms multiply by the minute, Connected TV (CTV) has emerged as a potent force adding a staggering 35 million new viewers, according to the latest Media Compass report by Kantar. This sharp growth positions CTV not only as a premium avenue for brands but also as a scalable one, capable of reaching both affluent urban audiences and untapped digital frontiers.
The study, built on insights from over 87,000 Indian consumers, reveals a reality brands can no longer ignore 23% of Indians are now digital only, with a pronounced shift among younger and rural audiences. This trend, once considered urban and elite, is now redefining what mainstream media consumption looks like. In fact, the rise of digital engagement in rural India is reshaping traditional assumptions, opening up new territories for advertisers to explore and engage.
Age remains a defining factor in media behavior while audiences aged 15–34 lean heavily toward digital, those 45 and above still favor television, reflecting a generational split that demands tailored communication strategies. Meanwhile, CTV continues to skew NCCS A, yet the growth of digital only consumption in lower NCCS segments is rapidly expanding the playing field for mass marketers and digital disruptors alike.
As brands navigate this cross-platform complexity, Puneet Avasthi, Director Specialist Businesses, Insights Division, South Asia, Kantar, delivers a timely reminder: “In today’s fragmented and fast evolving media landscape, brands are under pressure to make every media rupee count. Yet, most decisions are still being made using outdated or incomplete data, leading to suboptimal media planning and missed connections with consumers.”
Media Compass 2025 arrives as a critical tool not just a report, but a strategic asset for advertisers who want to plan smarter, target sharper, and create richer audience engagement across linear and digital spaces. In an era where media habits are evolving faster than ever, relying on real-time, data-backed insights is no longer optional it’s essential.
As CTV rises and digital borders dissolve, one truth is clear: the future of media isn’t either/or it’s everything, everywhere, all at once. And for advertisers ready to act on it, the opportunity has never been greater.
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