Mumbai: Nielsen has reported that India’s internet ecosystem is entering a more mature phase, marked by deeper digital engagement and expanding use cases across fintech, e-commerce, communication, and entertainment, according to its India Internet Report 2025.
The report estimates that India now has over 915 million active internet users, with a near-balanced gender split of 52% men and 48% women, reflecting the broadening reach of digital access across demographics.
Internet access in India continues to be overwhelmingly mobile-first. Nearly 94% of users rely on mobile data to go online, underlining the central role of smartphones in the country’s digital landscape. Over 622 million Indians now own a smartphone, which serves as the primary gateway to digital services and content. Notably, more than one-third of smartphone users also share their devices, indicating layered consumption patterns within households.
Video consumption has emerged as the dominant online activity, with 78% of users engaging with video content. This trend highlights the growing importance of visual storytelling and video-led communication in everyday digital behaviour. Social networking remains equally significant, with 74% of internet users actively engaging across social platforms.
The report also points to the rising adoption of Connected TV (CTV), particularly in southern markets. Around 25% of households in South India own a smart TV, compared to 10% in the North, 16% in the West, and 5% in the East. This regional skew is attributed to stronger broadband penetration and a growing preference for large-screen, lean-back viewing experiences in the South.
Overall, these trends indicate a shift from basic connectivity to more immersive and frequent digital engagement. As access becomes more affordable and widespread, users are spending more time online and interacting across a wider range of platforms and formats. This has also led to a more fragmented digital ecosystem, where audiences move seamlessly between apps, services, and devices throughout the day.
For brands, platforms, and media companies, the findings underscore the need for sharper audience insights and adaptive strategies. Understanding how consumers navigate this increasingly complex digital environment will be critical in shaping content, advertising, and media planning decisions in a digital-first market.
