Why India is the market to watch in 2025

If you’re not paying attention to India’s digital advertising landscape, you’re missing out on one of the most dynamic transformations happening globally. The open internet is becoming the go-to destination for premium content, fueled by young, digitally savvy consumers who are reshaping how brands connect with their audiences.

Consider the numbers: nearly 80% of young Indians have increased their time on the open internet, and most say they plan to keep spending more time there. Platforms like OTT and CTV are at the forefront of this shift, with young adults being 27% more likely to choose OTT/CTV over social media platforms for their preferred content. Additionally, they are 55% more likely to view brands advertising on OTT/CTV as premium compared to user-generated content (UGC) video platforms. These trends highlight that young adults now view OTT/CTV as offering the best of the open internet.

For advertisers, 2024 marked a critical inflection point. While Google and Meta continue to dominate India’s digital ad spend, marketers are increasingly exploring scalable alternatives that offer independent measurement, transparency and omnichannel optimization.

India’s untapped potential

The premium open internet in India presents a fascinating paradox that sets it apart from markets like the U.S. and Europe. While Indian consumers spend 52% of their digital time on platforms such as OTT/CTV, music streaming, gaming, mobile apps and websites, only 15% of digital ad budgets are allocated to these channels. This massive disconnect represents one of the largest untapped opportunities globally – one that forward-thinking marketers are beginning to seize.

Historically, India’s digital advertising landscape has been heavily reliant on direct media deals and social media platforms, focusing on low CPMs. This cost-first approach has often prioritized cheap reach at the expense of high-quality ad impressions. As a result, the market in India faced an imbalance between ad supply and demand, with more inventory transacting at lower CPMs than in any other major market worldwide.

However, the landscape is evolving rapidly. Advertisers are shifting toward audience-first, programmatic strategies, delivering personalized ads in premium environments on the open internet. This marks a significant departure from broad, low-cost social media campaigns, as brands increasingly invest in higher-value ecosystems that can yield better performance and stronger returns.

What’s also driving this transformation is India’s adoption of advanced technology, with AI at the forefront. AI-powered solutions are enabling a move away from traditional programmatic guaranteed (PG) buys, which focus on media-first strategies, toward dynamic, audience-first programmatic transactions. This evolution is paving the way for a future where all digital advertising will be transacted programmatically.

If there’s one area that’s still flying under the radar, it’s live sports advertising, particularly cricket — the heartbeat of Indian sports culture. Cricket’s unmatched ability to unite millions provides brands with an emotional connection unlike any other medium. When paired with the precision of programmatic advertising, this creates a golden opportunity for brands to craft high-impact campaigns that truly resonate with India’s passionate sports fans. As programmatic continues to integrate more deeply into live sports, the stage is set for explosive growth.

India isn’t just growing, it’s rewriting the rules of digital advertising

With 5G adoption projected to reach 65% of all mobile subscriptions, accounting for 840 million users by 2029, the stage is set for a seismic shift. Immersive, high-quality video and audio ad experiences will likely soon become the norm, transforming how brands engage with consumers. Adding to this evolution is the rapid ascent of CTV advertising, which is already disrupting traditional viewing habits. Last year, CTV claimed 29% of total TV ad spend, and this is projected to soar to 42% by 2027, solidifying CTV’s role as a cornerstone of India’s advertising ecosystem.

At the same time, retail media is carving out a significant role in reshaping the digital advertising landscape. By leveraging retailer data and aligning it with consumers’ preferred media channels on the open internet, marketers can now connect with highly relevant shoppers beyond retailer-owned platforms. As loyalty programs and e-commerce data integrate more seamlessly into advertising strategies, the retail media ecosystem in India is set for a major transformation.

All of these transformative developments make one thing clear: India isn’t just evolving, it’s setting the pace and redefining the standards of digital advertising for the future.

The Current is owned and operated by The Trade Desk Inc.