According to a report by the Internet and Mobile Association of India (IAMAI), India’s internet user base crossed 950 million in 2025, driven largely by rapid growth in rural connectivity, rising short-video consumption, and increasing adoption of artificial intelligence. The report also said that rural India accounts for 57 per cent of the country’s active internet users, or around 548 million users.
As per the report, India now has 958 million active internet users (AIU), reflecting nearly 8 per cent year-on-year growth and reinforcing the country’s position as one of the world’s largest and fastest-evolving digital markets. It also found that 44 per cent of users have engaged with AI-enabled features such as voice search, image-based search, chatbots, and AI filters.
Rural regions now account for over 57 per cent of India’s active internet users and are growing at almost four times the pace of urban India, indicating a structural shift in where and how digital adoption is expanding, the report added.
The report further noted that short-video consumption has emerged as a key growth driver within the expanding user base. In 2025, about 588 million users, or 61 per cent of internet users, consumed short-video content, with rural users slightly outnumbering urban users. Adoption remains strongest among younger audiences, underlining their role as a key driver of digital engagement.
Further, among urban users, around 230 million people, or 56 per cent of the urban active internet base, shopped online over the past year, with quick commerce and social commerce gaining traction alongside established e-commerce platforms.
IAMAI also highlighted that multi-device usage is rising, with India now having 193 million multi-device internet users, accounting for 20 per cent of all active internet users, up from 165 million in 2024. Despite the strong momentum, the report pointed out that 38 per cent of India’s population, or about 579 million people, remains outside the active internet user base.
