India's Television Audience Set to Exceed 1 Billion by 2029, According to IIM Ahmedabad Research
A comprehensive study conducted by the Indian Institute of Management Ahmedabad (IIM-A) has projected that the number of television viewers in India will cross the monumental threshold of 1 billion by the year 2029. This forecast highlights a significant expansion in the country's media landscape over the coming years.
Rural and Lower-Income States to Drive Major Growth
The research indicates that the anticipated growth in television viewership is expected to be largely fueled by rural areas and states with lower income levels. As these regions experience economic development and their income levels gradually converge with those of higher-income states, access to television and media consumption is predicted to increase substantially.
This trend underscores a broader shift in India's socio-economic fabric, where improved affordability and infrastructure in previously underserved areas are opening up new markets for entertainment and information dissemination.
Implications for the Media and Advertising Industries
The study's findings carry important implications for various stakeholders:
- Broadcasters and Content Creators will need to tailor programming to cater to the diverse and expanding audience, particularly in rural demographics.
- Advertisers and Marketers can anticipate a larger reach, potentially transforming how products and services are promoted across the country.
- Policy Makers may consider infrastructure investments to support this growth, ensuring reliable connectivity and content diversity.
Overall, the IIM-A study paints a picture of a rapidly evolving media environment in India, with television remaining a dominant force despite the rise of digital platforms. The projected milestone of over 1 billion viewers by 2029 reflects not only population growth but also the increasing penetration of television into every corner of the nation.
