Digital Has Officially Beaten TV. And No, It’s Not Even Close Anymore.
For years, marketers said:
“Digital is growing.”
Now the data says:
Digital has won.
In 2025, India’s digital media revenues crossed ₹1 lakh crore, overtaking TV for the first time.
TV? Slipped to around ₹61,700 crore.
That’s not a shift. That’s a takeover.
What’s driving this?
Simple.
Consumers moved.
Advertisers followed.
Digital media grew 30.5% YoY, powered by:
- Online video
- Mobile consumption
- Performance marketing
- Creator economy
Meanwhile, TV slowed down — hit by weaker ad spends and subscription fatigue.
The bigger picture
India’s total M&E market is now at ₹2.78 lakh crore
…expected to hit ₹3.3 lakh crore by 2028
But here’s the kicker:
- Digital share → 53% (and growing)
- Traditional media → shrinking to 37%
Translation:
More than half the industry is now digital-first.
What this means for marketers
Let’s be honest.
This was inevitable.
But it changes how budgets are built:
- Precision > Reach
- CPM tracking > TRP guessing
- Performance + Branding → merging into one funnel
Also, CTV, short-form video, and influencer ecosystems are quietly replacing prime-time TV slots.
The uncomfortable truth
TV isn’t dying.
But it’s no longer the main character.
It’s supporting cast.
The takeaway?
If your media plan still starts with TV and “adds digital later”…
You’re not building for 2026.
You’re optimizing for 2016.
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