IIMA Predicts TV Audience Reaching 1.03 Billion
Professors Viswanath Pingali and Ankur Sinha of IIMA publish a January 23, 2026 report projecting India's television audience will reach about 1.03 billion viewers by 2029, growing at roughly 2.37% annually. The study finds internet subscriber growth, rising incomes, literacy gains, and urbanisation drive viewership, with much growth from rural and lower-income states, implying TV and online video will coexist and expand.
Key Points
- 1Projects TV audience will grow to about 1.03 billion viewers by 2029, 2.37% annual rate.
- 2Identifies internet penetration as significant driver, indicating digital connectivity complements rather than replaces television.
- 3Suggests rural and low-income regions will see disproportionate TV adoption, guiding targeted distribution and content strategies.
Scoring Rationale
Strong institutional research and actionable projections for Indian TV, but limited methodological novelty beyond sector-specific audience forecasting.
Sources
Public references used for this report.
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