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In 2025, digital platforms outperformed all other forms of media in terms of advertising revenue across India, reaching nearly * Indian rupees. In combination with online gaming, the segment generated ** percent of ad revenues that year. Meanwhile, except for television and radio, all other traditional media noted an increase in advertising revenue. 

Television advertising

In 2025, despite a broader digital shift, television advertising in India saw a modest decline in revenues to *** billion rupees. This was partly due to a dip in the number of brands advertising on TV, particularly affecting the national channels. However, the regional language channels emerged as a key growth driver, as they made up a significant portion of television viewership in India. The general entertainment category, holding a ** percent share of television ad volumes, and the FMCG sector contributing ** percent of advertising spending on television, highlighted the medium’s continued relevance in the digital age in 2024. 

Influencer advertising

 In recent years, influencer advertising in India has shown a strong impact on consumer behavior, with a significant portion of Indian shoppers making purchases influenced by social media personalities. A 2023 survey revealed that over **** of Indian participants were swayed by influencer endorsements, highlighting the effectiveness of this advertising strategy. Notably, YouTube influencers were the leading drivers in influencing purchases, with Instagram influencers and on-screen celebrities following closely behind.