Instagram has accounted for 65% of India’s digital ad impressions in 2025, emerging as the leading web publisher for digital advertising, according to a report by TAM AdEx. Facebook has followed with a 14% share of impressions, while YouTube has accounted for 8%. Other platforms including X, Cricbuzz and several news websites have contributed smaller shares.
The report has shown a sharp rise in digital advertising activity over the past few years. Digital ad impressions in 2025 have increased more than five times compared to 2021. On a year-on-year basis, impressions in 2025 have also grown more than 2.5 times compared to 2024, reflecting accelerated growth in digital advertising. Quarterly trends have indicated steady momentum, with the fourth quarter of 2025 recording a 15% increase compared to the first quarter of the same year.
Sector-wise, the services sector has remained the largest contributor to digital advertising, accounting for 45% of total ad impressions in 2025. Education has ranked second with a 7% share, followed by personal accessories, computers and retail with 6% each. Banking, finance and investment have accounted for 5%, while personal care and personal hygiene has also held a 5% share. The auto sector has contributed 4%, while personal healthcare and textiles and clothing have each accounted for 2% of ad impressions.
Among advertising categories, e-commerce online shopping has led with a 12% share of ad impressions. Other leading categories have included e-commerce services, e-commerce clothing, textile and fashion, e-commerce education, software, cars, retail outlets for clothing and textiles, readymade garments and AV auxiliaries. The top ten categories together have accounted for 42% of total digital ad impressions.
The report has also highlighted strong growth across several categories. E-commerce online shopping has recorded a twofold increase in ad impressions compared to the previous year. E-commerce clothing, textile and fashion has grown five times, while retail outlets for clothing and textiles have grown seven times. Readymade garments advertising has increased four times, while software and e-commerce education have each recorded twofold growth. AV auxiliaries has recorded the highest growth rate among the top categories, expanding more than ten times.
In the advertiser landscape, more than 187,000 advertisers have been active on digital platforms in 2025. Flipkart.com and Amazon Online India have ranked among the top advertisers with a 3% share each of digital ad impressions. Adobe Software India and Hindustan Unilever have followed with a 2% share each, while Reliance Retail, Fabindia, Myntra Designs, Razorpay Software, Nexxbase Marketing and Maruti Suzuki India have also appeared among the top advertisers.
At the brand level, Flipkart.com has topped the list of leading brands in digital advertising in 2025. Amazon.in has ranked second, followed by Fabindia, Myntra.com, Razorpay, Ajio.com, Tata Cliq Fashion, Livspace.com, The Souled Store and Ikea.
The report has also noted the presence of over 231,000 brands and more than 580 categories advertising on digital platforms during the year. Additionally, more than 120,000 advertisers have advertised exclusively in 2025 compared to the previous year, with Perplexity.ai emerging as the top exclusive advertiser on digital platforms.
Programmatic advertising has remained the dominant transaction method for digital campaigns, accounting for 95.8% of total ad impressions. Ad networks have contributed 1.5%, while direct and other methods have accounted for smaller shares.
In terms of ad formats, single image ads have generated the majority of digital ad impressions with an 83% share. Video ads have followed with a 10% share, while banner ads have accounted for 3%. HTML5 creatives have also held a 3% share, while carousel formats have contributed around 0.5% of impressions.
