One of the report’s most striking projections is that by 2029, lower-income states such as Rajasthan, Odisha and West Bengal will achieve television penetration levels comparable to today’s higher-income markets like Gujarat and Tamil Nadu.
A new report authored by professors from the Indian Institute of Management Ahmedabad (IIMA) projects a sustained expansion of television audiences across India, driven not by metros or high-income states, but by rural and lower-income regions undergoing rapid socio-economic change.
States such as Uttar Pradesh, Bihar, Rajasthan, Odisha, West Bengal and the combined markets of Andhra Pradesh–Telangana are expected to lead the next phase of TV penetration and viewership growth.
According to the “Future of TV in India” report made public on Friday, India’s television audience is forecast to grow at an annual rate of about 2–3 per cent, reaching nearly 1.03 billion viewers by 2029.
Much of this incremental growth will come from states that currently lag in income and infrastructure but are quickly closing the gap.
Lower-income states catch up
One of the report’s most striking projections is that by 2029, lower-income states such as Rajasthan, Odisha and West Bengal will achieve television penetration levels comparable to today’s higher-income markets like Gujarat and Tamil Nadu.
Rising disposable incomes, improving literacy rates and better household infrastructure are expected to significantly boost TV ownership and consumption in these regions, states the report authored by Professor Viswanath Pingali (Economics Area) and Ankur Sinha (Operations and Decision Sciences Area).
The fastest growth in TV audiences is expected in Uttar Pradesh, Uttarakhand, Bihar, Jharkhand and Andhra Pradesh–Telangana, where large populations, improving economic indicators and historically lower penetration create a strong base effect.
As affordability improves, television adoption in these states is projected to rise disproportionately compared to already saturated urban markets, states the IIMA report.
Internet is fuelling television—not replacing it
Contrary to the long-held belief that digital media erodes television viewership, the IIMA analysis finds that internet penetration is the strongest and most consistent driver of TV audience growth—across urban, rural and low-income regions.
Using a multi-year statistical regression model, the researchers found that an increase in internet subscribers is strongly associated with a rise in television viewership. Rather than cannibalising TV, digital connectivity appears to be expanding overall content consumption.
“As internet access expands, consumption of both TV and online video content is expected to coexist and thrive,” the report notes, highlighting the complementary relationship between screens in Indian households.
Socio-economic tailwinds strengthen TV adoption
The study evaluates a wide range of variables—including Gross State Domestic Product (GSDP) per capita, literacy rates, dependency ratios, income levels and access to micro-credit—to explain variations in television audiences across states and over time.
Commenting on the findings, Prof Viswanath Pingali of IIMA said the research establishes “concrete data-led indicators” around television’s continued relevance as a mass medium. “There is a clear indication of rising incomes and improving literacy rates, particularly in rural and lower-income regions, creating a multiplier effect that strengthens TV adoption and consumption,” he noted.
As states continue to urbanise and household conditions improve, television penetration is expected to rise meaningfully, particularly in rural and low-income regions. Rising literacy rates further reinforce this trend, with television playing a role not just as an entertainment medium but also as a catalyst for social development.
Published on January 23, 2026
