Connected TV (CTV) has reached 166 million monthly viewers aged 15 and above in India during Q1 2026, marking a 23% year-on-year increase from Q1 2025, according to Kantar’s latest Media Compass report. The findings have highlighted the growing role of CTV in media consumption and its expanding reach beyond traditional linear television.
The report has found that 59 million viewers have consumed content exclusively on Connected TV, accounting for 36% of the total CTV audience. This has indicated that more than one in three CTV viewers have remained beyond the reach of linear TV, making CTV an additional channel for advertisers looking to expand audience reach.
Kantar has reported that 60% of Connected TV viewers have belonged to the NCCS A segment, while one in three users have lived in rural India, reflecting the platform’s presence across both premium and emerging markets. The report has also shown that the audience has comprised 53% men and 47% women, with the 25-44 age group accounting for 46% of total viewers.
The study has further noted that 46% of Connected TV viewers have had a fixed internet connection at home. It has suggested that continued broadband expansion could contribute to further growth in CTV adoption and engagement.
The Media Compass report has been based on a rolling sample of more than 87,000 consumers aged 15 years and above across urban and rural India.
Puneet Avasthi, Director, Specialist Businesses, South Asia, Kantar, “The rapid evolution of Connected TV is reshaping how brands approach audience targeting. Our latest Media Compass insights show that the CTV opportunity is not just about scale, it gives a sizeable 4% incremental reach of audiences not available on LTV with a strong Metro Male skew. By providing a continuous, cross-media view of consumer behaviour across TV, digital and print, Media Compass helps brands move beyond siloed planning to maximise reach, reduce duplication and drive greater effectiveness from their media investments.”
