IIMA Study Projects India's Television Audience to Cross 1 Billion Mark by 2029
A comprehensive report from the Indian Institute of Management Ahmedabad (IIMA) forecasts that India's television audience will expand to approximately 1.03 billion viewers by the year 2029. This represents a significant milestone, with the audience base growing at a steady annual rate of 2.37 percent. The study, titled 'Future of TV in India', highlights that this growth will be primarily propelled by rising socio-economic indicators in rural and lower-income regions across the country.
Key Drivers: Incomes, Literacy, and Internet Penetration
The report, authored by IIMA Professors Viswanath Pingali from the Economics area and Ankur Sinha from the Operations and Decision Sciences area, identifies several critical factors driving this expansion. Rising household incomes and improving literacy rates are creating a multiplier effect that strengthens television adoption, particularly in areas that have traditionally been under-penetrated markets.
Currently, India boasts a television viewership of 890 million. The researchers project that as states with lower per-capita incomes, such as Bihar, advance towards the economic levels of more affluent states like Andhra Pradesh, television penetration is expected to increase substantially. This transition is supported by enhanced household infrastructure and ongoing urbanization.
The Complementary Role of Internet Connectivity
An intriguing finding from the study is the complementary relationship between internet penetration and television consumption. The report notes that the rising number of internet subscribers is a key driver of TV audience growth nationwide. "Rising internet penetration is associated with a significant increase in the television audience base, indicating the complementary effect of digital connectivity to television consumption. As internet access expands, consumption of both TV and online video content is expected to coexist and thrive," the report states.
Professor Ankur Sinha emphasized this dynamic, explaining that internet access, demographic shifts, and income growth interact powerfully, especially in rural and low-income regions. These areas are poised to lead the next phase of television growth as they undergo rapid socio-economic transitions.
Methodology and Socio-Economic Insights
The research team employed systematic evaluation methodologies and empirical analysis to map evolving factors in television consumption. Their model examined key covariates including:
- Number of internet subscribers
- Gross State Domestic Product (GSDP) per capita
- Literacy rates
- Dependency ratio
- Income levels
- Access to micro-credit
Professor Viswanath Pingali noted that the objective was to establish concrete, data-led indicators around television's growth trajectory and its role in India's socio-economic development. The analysis reveals a clear correlation between literacy rates, dependency ratios, and television adoption.
Television as a Catalyst for Social Development
Beyond mere entertainment, the report underscores television's role as a catalyst for social development. Findings indicate that television content, particularly through same-language subtitling, contributes to improved literacy levels, especially in rural India. Television characters often serve as role models, resonating strongly with audiences across households.
Additionally, exposure to television programming is linked to greater awareness of personal autonomy, higher financial independence, and more progressive attitudes toward gender norms. This positions television not just as a consumption medium but as an influential tool in shaping societal values and behaviors.
The report, supported by the Brij Disa Centre for Data Science and Artificial Intelligence (CDSA) at IIMA, concludes that as affordability and incomes improve, television ownership and consumption will rise disproportionately in emerging markets where per capita income remains below the national average. This sustained growth phase highlights the enduring relevance of television in India's evolving media landscape.
