India’s internet users near one billion as rural connectivity, AI and short videos drive growth

India’s internet user base crossed 950 million in 2025, driven by rapid rural connectivity , growing short-video and OTT consumption , low-cost mobile data , and widespread adoption of affordable smartphones , according to the Internet in India Report 2025 released by the Internet and Mobile Association of India on Thursday.

Rural India accounts for 57 per cent of active users, or around 548 million people , and is growing nearly four times faster than urban areas. Low data tariffs and budget smartphones have lowered barriers for first-time internet users, while short videos and OTT platforms , featuring mobile-first formats and regional language content have become key drivers of digital engagement.

Artificial intelligence is reaching mass adoption, with 44 per cent of users engaging with AI features such as voice search , image-based search , chatbots, and AI filters. Usage is highest among younger audiences, with 57 per cent of those aged 15–24 and 52 per cent aged 25-44 reporting AI use in the past year.

E-commerce is also evolving rapidly. Quick commerce and social commerce are reshaping online shopping alongside traditional marketplaces. Among urban users, 230 million people , or 56 per cent of the urban active base, shopped online in the past year.

Multi-device usage is rising, with 193 million users, 20 per cent, of active users accessing the internet across multiple devices. Shared device access remains critical: 18 per cent of users go online through someone else’s mobile, nearly 80 per cent of whom are in rural areas.

Globally, about 5.5–6 billion people , or roughly 70 per cent of the world population, were online in 2025. Countries like Iceland, Norway, Denmark, Singapore, and South Korea have near-universal penetration, while India, despite having one of the largest online populations, still has around 55–70 per cent of its population online, leaving significant potential for growth.

The 2025 report is based on a survey of nearly 100,000 consumers across over 400 towns and 1,000 villages , providing a comprehensive snapshot of India’s rapidly evolving digital landscape and accelerating adoption in both rural and urban regions.