Brands
India crosses 915 million internet users, says Nielsen report
Mobile-first usage dominates as video, social drive deeper engagement.
MUMBAI: India isn’t just logging on anymore, it’s settling in, scrolling longer and streaming louder. India’s internet ecosystem has entered a more mature, high-engagement phase, with over 915 million active users, according to Nielsen’s India Internet Report 2025. The user base is now nearly balanced, with 52 per cent men and 48 per cent women, signalling broader and more inclusive digital adoption.
At the heart of this growth is a distinctly mobile-first habit. Nearly 94 per cent of users access the internet via mobile data, while over 622 million Indians now own smartphones, the primary gateway to everything from payments to entertainment. Interestingly, more than a third of smartphone users share their devices, pointing to layered usage within households.
What users do online is evolving just as rapidly. Video has emerged as the undisputed king of content, with 78 per cent of users watching videos making it the most common online activity. Social networking follows closely, engaging 74 per cent of users and continuing to anchor daily digital routines.
Meanwhile, the living room is quietly joining the digital party. Connected TV adoption is rising, led by southern markets where 25 per cent of households own a smart TV. This compares with 16 per cent in the West, 10 per cent in the North, and just 5 per cent in the East differences largely driven by broadband penetration and viewing preferences.
Taken together, the data points to an internet landscape that is no longer just about access, but about intensity. Users are spending more time online, engaging across multiple formats video, messaging, social and commerce often simultaneously.
For brands and media companies, this spells both opportunity and complexity. As audiences zigzag across platforms and devices through the day, understanding behaviour patterns not just user numbers will be key to cracking content, advertising and media strategies in an increasingly fragmented, digital-first world.
