The State of Digital Marketing in India 2025-26
Digital advertising has not just grown—it has fundamentally transformed how brands connect with consumers across the world's largest democracy. The convergence of artificial intelligence, connected TV, and immersive technologies is creating new frontiers for personalization at scale.
India’s total advertising spends in FY2025 (April 2024– March 2025) reached ₹1,11,000 crore, an 11% growth over FY2024.
- Digital advertising, which overtook television last year, has further extended its lead, now commanding 44% of the market at ₹49,000 crore, marking 20% year-on-year growth.
- Television follows with 27%, print at 18%, OTT at 5%, OOH at 3%, radio at 2%, and cinema at 1%.
- Reflecting its rising significance, OTT has been included as a standalone category for the first time.
Looking ahead, digital ad spends are projected to grow 15% to ₹56,400 crore in FY2026, expanding it to 46%.
Category-wise, FMCG and eCommerce dominate digital spends, together contributing 68% of total digital spends. Mobile platforms continue to dominate with 78% of total digital ad spends, reaffirming the smartphone as the primary screen for commerce, content, and engagement.
Several drivers continue to fuel this momentum: India added 56 million new internet users in 2025, taking the base to 806 million (55.3% penetration). Affordable data, rising social media adoption, Gen Z’s growing digital influence, regional language content, and the surge in CTV (40 million users, projected 50 million in 2026) are reshaping marketing strategies.
Challenges persist—ad fatigue, rising customer acquisition costs, and data privacy concerns remain critical hurdles. With the shift to a cookieless future, personalized content will be central to effective engagement. As we navigate the complexities of data privacy regulations, rising customer acquisition costs, and fragmented consumer attention, the industry must prioritize ethical practices and transparent engagement.
We hope this report provides you with valuable insights to navigate and harness the potential of digital marketing in 2025 and beyond.
