TV ad volumes dip in 2025 as streaming services gain, RMG ban takes effect

Television advertising volume fell in calendar 2025, reflecting a ban on real money gaming (RMG), cuts in TV ad budgets by key categories, and a shift in spending towards digital platforms such as connected TV (CTV) and over-the-top (OTT), said industry executives.

Advertising volume fell 11% during the year, according to TAM data.

A government ban on RMG wiped out Rs 7,000 crore in ad spends last year. Dream11 and My11Circle were among the biggest TV advertisers, especially in sports programming.


"The decline in TV advertising volumes in 2025 is largely driven by the vacuum created by big high frequency categories like real money gaming, combined with a structural reallocation towards performance-led targeted festive budgets on digital platforms," said LV Krishnan, CEO, TAM Media. He said while “core categories like FMCG remain active, their TV usage has become more tactical, resulting in softer overall volumes despite stable advertiser presence.”

OTT and CTV are mostly attracting incremental budgets rather than fully replacing linear television, as advertisers increasingly adopt unified screen strategies that balance scale with precision, according to executives.

The slowdown also reflects a steady erosion of the linear TV audience base, as consumers increasingly migrate to CTV, OTT platforms, and free viewing options such as YouTube and DD Free Dish, the free direct-to-home (DTH) platform of Prasar Bharati with a reach of 50 million.

CTV homes in India are estimated at 50-60 million and Pay-TV connections at 85-90 million.

Industry experts said OTT and CTV are drawing greater interest from advertisers focused on sharper targeting and measurable outcomes, but linear TV continues to deliver unmatched reach, particularly for mass audiences and live events.

“We plan across linear TV, CTV, and OTT because this allows us to reach all cohorts, from male and female audiences to youth,” said Mayank Shah, vice president, Parle Products. “CTV inventory is more premium than linear TV, and Gen Z, which largely comprises cord-cutters, consumes content on CTV. Linear TV, meanwhile, remains effective for reaching slightly older, family-oriented audiences, particularly women.”

He added that platforms are now selling CTV inventory on a CPM (cost per mille) basis rather than spot rates linked to 10-second ad slots.

Media planners said TV as a medium remains relevant, underscored by continued content consumption across screens. While the pipe, including cable TV, DTH, and broadband, through which content is delivered is shifting, content consumption on TV remains robust.

“We look at television content in its totality, encompassing linear TV, connected TV, and free-to-air platforms,” said Navin Khemka, South Asia president for client solutions at WPP Media. “Ad volumes across linear television, CTV and OTT are readjusting, reflecting the fact that audiences are no longer confined to a single screen.”

Despite the annual decline, the TAM report noted that the June quarter of 2025 saw 6% sequential growth over the March quarter. The food and beverages sector led TV ad volumes with a 21% share, followed by personal care and personal hygiene at 15%. Hindustan Unilever remained the largest advertiser with a 14% share.

The top five channel genres, including general entertainment channels (GECs), news, movies, music and kids, accounted for more than 92% share of ad volumes during both 2025 and 2024. GECs were the leading channel genre with a 30% share of ad volumes in both years.

"While overall TV advertising volumes declined in 2025, ad volume shares across genres remained largely stable, indicating a broad-based volume correction rather than a genre level shift," said Krishnan.

In its 2025 Global End-of-Year Forecast, WPP Media said television faces continued structural challenges, with total TV ad revenue projected to fall 1.5% in 2025 to $5.4 billion, before returning to growth in 2026. Linear TV viewership is expected to continue declining at a mid-single-digit pace as viewers spend more time online.

It added that streaming TV represents a bright spot, with ad revenues projected to grow substantially from a smaller base.