Advertising revenue in India 2023, by medium

Digital platforms outperformed all other forms of media in terms of advertising revenue across India in 2023, grossing well over half a billion Indian rupees. In combination with online gaming, the segment generated 52 percent of ad revenues that year. Meanwhile, except for television, all other traditional media noted an increase in advertising revenue.

Television advertising

In 2023, despite a broader digital shift, television advertising in India saw a modest decline in revenues to 297 billion rupees. This was partly due to a dip in the number of brands advertising on TV, particularly affecting the national channels. However, the regional language channels emerged as a key growth driver, as they made up a significant portion of television viewership in India. The general entertainment category, holding a 31 percent share of television ad volumes, and the FMCG sector contributing 47 percent of advertising spending on television, highlighted the medium’s continued relevance in the digital age.

Influencer advertising

  In recent years, influencer advertising in India has shown a strong impact on consumer behavior, with a significant portion of Indian shoppers making purchases influenced by social media personalities. A 2023 survey revealed that over half of Indian participants were swayed by influencer endorsements, highlighting the effectiveness of this advertising strategy. Notably, YouTube influencers were the leading drivers in influencing purchases, with Instagram influencers and on-screen celebrities following closely behind.