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India Digital Marketing Statistics: 35 Verified Stats With Sources

Last reviewed . Every stat links to its original source. By Muhammed Abdul Kalam · How we verify

Most statistics pages ignore India or quote one global figure for it. This page is built from Indian sources wherever they exist, from the telecom regulator to industry bodies and company disclosures.

Key stats

1.03 billion

India had 1.03 billion internet users as of October 2025, giving a penetration rate of 70.0 percent.

DataReportal, 2025
500 million

Active social media accounts in India totalled 500 million in October 2025, reaching 34.1 percent of the total population.

DataReportal, 2025
500 million

Google's advertising data puts YouTube's India audience at 500 million in late 2025, reaching 48.7 percent of India's internet user base.

DataReportal, 2025
481 million

Meta's advertising tools report Instagram's India audience totalled 481 million in late 2025, a reach equivalent to 32.8 percent of all residents.

DataReportal, 2025
601.2 million

India's streaming audience reached 601.2 million users in 2025, representing over 40 percent of the country's population.

Ormax Media, 2025
21.63 billion

UPI processed 21.63 billion transactions in December 2025, a 29 percent year-on-year increase.

NPCI, 2025
US$80 billion

Indian online retail crossed approximately US$80 billion in FY2025-26, expanding at a rate of 21 percent over the prior year.

IBEF, 2025
56 percent

Regional languages account for 56 percent of OTT content in India in 2025, up from 27 percent in 2020.

FICCI-EY, 2025
On this page
  1. Internet and smartphone users
  2. Social media and messaging
  3. Digital ad spend in India
  4. Ecommerce and UPI payments
  5. Regional languages and Bharat
  6. Where these numbers come from
  7. FAQs

Internet and smartphone users

India had 1.03 billion internet users as of October 2025, giving a penetration rate of 70.0 percent.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

India had 1.06 billion cellular mobile connections at the end of 2025, equivalent to 72.5 percent of the population.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

Nearly all of India's mobile connections qualify as broadband, with GSMA Intelligence recording 95.6 percent on 3G, 4G, or 5G networks at the end of 2025.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

The median mobile internet download speed in India was 131.77 Mbps at the end of 2025, according to Ookla.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

The median fixed internet download speed in India was 59.07 Mbps at the end of 2025, according to Ookla.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

Social media and messaging

Active social media accounts in India totalled 500 million in October 2025, reaching 34.1 percent of the total population.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

Google's advertising data puts YouTube's India audience at 500 million in late 2025, reaching 48.7 percent of India's internet user base.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

Meta's advertising tools put Facebook's India audience at 403 million in late 2025, equivalent to 27.5 percent of the population.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

Meta's advertising tools report Instagram's India audience totalled 481 million in late 2025, a reach equivalent to 32.8 percent of all residents.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

LinkedIn had 170 million registered members in India in late 2025, equivalent to 11.6 percent of the total population.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

India's streaming audience reached 601.2 million users in 2025, representing over 40 percent of the country's population.

Source: Ormax Media, Ormax OTT Audience Report 2025 (2025)

IndiaSecondary source

India's OTT ecosystem counted 148.2 million active paid accounts in 2025, spanning standalone plans and telecom bundles.

Source: Ormax Media, Ormax OTT Audience Report 2025 (2025)

IndiaSecondary source

India's Connected TV viewership surged 87 percent to reach 129.2 million active users watching on television screens in 2025.

Source: Ormax Media, Ormax OTT Audience Report 2025 (2025)

IndiaSecondary source

Digital ad spend in India

Ecommerce and UPI payments

UPI posted a 20 percent annual increase in payment value during December 2025, settling approximately 28 lakh crore rupees.

Source: NPCI, UPI Transaction Data December 2025 (2025)

India

UPI processed an average of 698 million transactions per day in December 2025, compared with 682 million per day in November.

Source: NPCI, UPI Transaction Data December 2025 (2025)

India

Indian online retail crossed approximately US$80 billion in FY2025-26, expanding at a rate of 21 percent over the prior year.

Source: IBEF, E-commerce in India (2025)

India

India's quick commerce segment emerged as a US$7 to 8 billion market in FY25, expanding at a CAGR of 110 to 130 percent over 2021 to 2025.

Source: IBEF, E-commerce in India (2025)

India

Regional languages and Bharat

62.5 percent of India's 1.47 billion population lived in rural areas in late 2025, highlighting the scale of Bharat.

Source: DataReportal, Digital 2026 India (2025)

IndiaSecondary source

Where these numbers come from

DataReportal

FICCI-EY

IBEF

NPCI

Ormax Media

TRAI

India Digital Marketing statistics: FAQs

How many internet users are there in India?

India had 1.03 billion internet users as of October 2025, according to DataReportal, representing 70 percent penetration. TRAI recorded 1,028.61 million internet subscribers at end of December 2025, of which 1,007.35 million had broadband connections. Rural India accounted for 434.27 million of those subscribers.

How large is UPI and India's digital payments market?

UPI processed 21.63 billion transactions worth approximately 28 lakh crore rupees in December 2025 alone, a 29 percent volume increase year-on-year. Average daily UPI transactions reached 698 million in December 2025, making India's real-time payments network one of the largest in the world.

Which social media platform has the most users in India?

YouTube reaches 500 million users in India and Instagram reaches 481 million, per late 2025 advertising audience estimates from DataReportal. Facebook follows at 403 million. India's total social media audience was 500 million identities in October 2025, equivalent to 34.1 percent of the population.

How much is India's digital advertising market worth?

India's digital media segment overtook television as the largest category in the INR2.8 trillion M&E industry in 2025, per the FICCI-EY report. Digital advertising from SME and long-tail advertisers accounted for INR363 billion. Digital subscription revenues grew 60 percent to INR163 billion.

How big is India's OTT and streaming market?

India had 601.2 million OTT streaming users in 2025, over 40 percent of the population, per Ormax Media research. Paid video subscriptions reached 216 million across 143 million households. Connected TV viewership surged 87 percent to 129.2 million users, reflecting a shift from mobile-only viewing.

Glossary