Bengaluru, 29 Jan

India’s internet user base crossed 950 million in 2025, driven primarily by rapid rural adoption, short-video consumption and the growing use of artificial intelligence (AI), according to the Internet in India Report 2025 released by IAMAI on Thursday.

The report, prepared jointly by the Internet and MobileAssociation of India (IAMAI) and Kantar, said India now has 958 million active internet users, registering nearly eight per cent year-on-year growth and reinforcing its position as one of the world’s fastest-evolving digital markets.

Rural India accounted for 57 per cent of active users, or around 548 million, and is growing at almost four times the pace of urban India. “This growth of internet users continues to be led decisively by rural India,” the report said, highlighting a structural shift in digital adoption.

AI has reached mass adoption, with 44 per cent of users engaging with AI-enabled features such as voice search, image-based search, and filters. Usage was highest among younger users, with 57 per cent in the 15–24 age group reporting AI usage.

Short-video platforms emerged as a key growth driver, with 588 million users consuming such content in 2025, rural users marginally outnumbering urban audiences.

The report also noted rising online shopping, led by quick commerce and social commerce. Despite the growth, 38 per cent of India’s population remains offline, indicating significant headroom for further expansion.