A new research report from the Indian Institute of Management Ahmedabad (IIMA) forecasts that India’s television audience will exceed 1 billion people by the year 2029, highlighting the continued relevance and expansion of television as a mass medium in the country.
Key Findings of the IIMA ‘Future of TV in India’ Report
The IIMA study, titled “Future of TV in India”, analyses long-term trends in television viewership using demographic, economic and digital adoption data. According to the report, India’s television audience — already nearing a substantial base — is expected to grow at an average annual rate of around 2–3 percent over the next few years. The study estimates that the total TV audience will rise from about 965 million viewers in 2026 to more than 1.03 billion by 2029, making television one of the largest mass media platforms globally.
What’s Driving Growth in TV Viewership
The report identifies several key drivers behind the projected increase in television viewership across India:
- Rising incomes: Increased personal disposable incomes, particularly in rural and previously underpenetrated regions, make television ownership and consumption more affordable.
- Internet penetration: Growing internet access is correlated with higher TV adoption, especially as interactive and connected TV services become more widespread.
- Improving literacy and socio-economic shifts: Higher literacy rates and demographic changes support broader media engagement, including television viewership.
- Regional penetration: States with lower current penetration are expected to catch up with more affluent states in TV access by the end of the decade.
Television’s Evolving Role in India’s Media Landscape
While digital and streaming platforms have seen rapid growth, the IIMA report emphasises that traditional television remains a persistent and evolving medium in India. Even as viewers increasingly consume online content, television is expected to maintain its broad reach, particularly through connected TV (CTV) and hybrid digital ecosystems. The study highlights TV’s role in social and economic development, noting that television continues to be an important source of entertainment, information and cultural connection in diverse communities across the country.
Implications for Media and Advertising
The projected growth to over 1 billion viewers by 2029 has implications for advertisers, broadcasters and content creators. Television’s large and geographically diverse audience base positions it as a key platform for mass communication and brand outreach, even as digital media expands. Industry observers suggest that traditional TV, complemented by connected and internet-enabled viewing, will continue to offer valuable opportunities for both national and regional advertisers seeking expansive audience engagement.