Total television viewership in India, by market 2023
The overall television viewership across India amounted to 1.5 trillion impressions in 2023. The Hindi-speaking market continued to be the main contributor, with over 950 billion impressions. However, television viewership across all markets in the country has declined since 2020. Besides the coronavirus pandemic, factors such as increasing streaming activity and consumers switching from pay TV to CTV have played a role in changing linear TV viewing habits in India.