India’s active internet user base crossed 950 million in 2025, reaching an estimated 958 million users, driven largely by rapid rural adoption, rising short-video consumption and growing use of artificial intelligence features, according to the Internet in India Report 2025.
Rural India powers digital expansion
The report, prepared by Internet and Mobile Association of India (IAMAI) in collaboration with Kantar, estimates year-on-year growth of around 8%. Rural India emerged as the key growth engine, accounting for about 548 million active internet users.
Rural users now make up over 57% of India’s total active internet population and are expanding significantly faster than their urban counterparts, signalling a clear shift in the country’s digital adoption pattern.
Short videos and AI drive engagement
Short-video platforms remain the most powerful engagement driver. In 2025, nearly 588 million users — around 61% of India’s internet population — consumed short-form video content, with rural users slightly outnumbering urban viewers.
The report also highlights rising interaction with AI-enabled features. About 44% of internet users reported using tools such as voice search, image-based search, chatbots and AI filters. Usage was highest among younger users, with 57% of those aged 15–24 and 52% of those aged 25–44 engaging with AI features over the past year.
Online shopping and device trends
Urban India continues to lead in online commerce. Around 230 million urban users — nearly 56% of the urban internet base — made online purchases in 2025, with quick commerce and social commerce gaining ground alongside traditional e-commerce.
Multi-device usage is also rising, with 193 million users now accessing the internet across more than one device. However, shared device usage remains common, especially in rural areas.
Despite rapid growth, the report notes that about 579 million Indians — 38% of the population — remain non-active internet users, indicating substantial scope for further digital expansion.