A new survey by YouTube has revealed that 87% of Indian viewers aged 18 and above use the platform daily, overtaking both traditional television and video-on-demand services. With Indian adults spending more than 72 minutes each day on YouTube, the platform is now the undisputed leader in digital entertainment.
Changing Viewer Habits
The findings, shared at Brandcast 2025, highlight a major shift in how Indians consume content. Viewers are increasingly prioritizing personalized and interactive experiences over one-size-fits-all broadcasting. Gunjan Soni, Country Managing Director of YouTube India, described this change as India’s transition to a “New TV.”
Mobile and Connected TV Growth
YouTube’s growth spans both mobile devices and television screens. By June 2025, YouTube Shorts had attracted over 650 million logged-in monthly viewers worldwide. In India, the Connected TV audience surged to 75 million adults in April 2025. This dual-screen dominance demonstrates how YouTube is reshaping entertainment across platforms.
A Platform for All Audiences
From urban millennials to rural households, YouTube’s reach cuts across demographics. The platform’s versatility—ranging from short-form videos and tutorials to live streams and entertainment—has made it a one-stop destination for diverse audience needs. This adaptability has positioned YouTube as the natural replacement for traditional TV in millions of homes.
Advertising Innovations
Recognizing this momentum, YouTube unveiled new advertising tools at Brandcast 2025. Key features include Immersive Masthead on Connected TV, enhanced urban-rural targeting capabilities, and a Creator Partnerships Hub to connect brands with creators more effectively. These innovations aim to help businesses engage with India’s increasingly digital-first consumers.
Redefining the Entertainment Landscape
YouTube is no longer just a video-sharing platform—it has become a cultural and commercial powerhouse. With growing screen time, expanding reach, and advertising innovation, YouTube is redefining India’s entertainment landscape and solidifying its role as the new television for a generation seeking choice, interaction, and personalization.
