India’s internet user base is poised to surpass 900 million by 2025, fueled by the widespread adoption of Indic languages for digital content. According to a report released by the Internet and Mobile Association of India (IAMAI) and Kantar, the number of active internet users in India reached 886 million in 2024, reflecting an 8 per cent year-on-year growth.

Rural India has emerged as the key driver of this expansion, accounting for 488 million users, or 55 per cent of the country’s total internet population. The rising availability of content in regional languages, such as Tamil, Telugu, and Malayalam, has further encouraged digital engagement, with 98 per cent of internet users consuming content in Indic languages.

Urban and Rural Preferences: Indic Languages Dominate

The preference for regional language content extends to urban areas, where 57 per cent of internet users favour consuming information in their local languages. This trend underscores the growing demand for localised content across digital platforms, bridging gaps and making the internet more accessible.

AI: A Game-Changer in Digital India

Artificial Intelligence (AI) has emerged as a transformative force within India’s digital ecosystem. The report reveals that nine out of ten internet users now engage with apps that feature embedded AI capabilities. “The widespread acceptance and enthusiasm surrounding AI should encourage digital companies to introduce more next-generation AI features in India,” said Biswapriya Bhattacharya, Director of B2B and Technology at Kantar Insights–South Asia.

Bridging the Digital Gender Gap

Notable progress has been made in closing the digital gender gap in India. Women now constitute 47 per cent of the country’s internet user base, marking the highest representation to date. In rural India, women account for 58 per cent of shared device users, reflecting significant strides toward inclusive and equitable digital access.

Engagement Trends in Rural and Urban India

Rural India leads in online activities such as OTT video and music streaming, social media usage, and online communication, outperforming urban areas in these categories. Meanwhile, urban users are increasingly adopting non-traditional devices such as smart TVs and smart speakers, which saw a 54 per cent growth between 2023 and 2024. However, mobile devices remain the dominant means of internet access for both urban and rural demographics. India’s digital landscape is transforming rapidly, with increasing rural engagement, the dominance of Indic languages, and the integration of AI redefining how the country interacts with the internet. This evolution not only reflects India's growth but also highlights the potential for further digital inclusivity and innovation.