Online TV consumption in India is closing the gap with linear TV, according to the latest data from GlobalWebIndex. Daily average online TV/streaming consumption clocked in at 1:13 (hours:minutes) in H1 2018, just 24 minutes lower than linear TV.

This follows continued growth in online TV consumption since 2013, rising 35 minutes. Linear TV, however, has recorded its greatest decline this year, down 12 minutes from 2017 levels. This follows consumption remaining stable between 1:50 and 2:00 between 2012 and 2017. Total TV consumption was recorded at 2:51 per day in 2018, eight minutes lower than in 2017 but 16 minutes higher than in 2012.

This growth in online TV consumption follows a sustained increase in total online consumption, which reached seven hours and 47 minutes this year. While offline TV continues to make up the largest share of Indian adspend, internet's share has grown significantly since 2008. In 2017, video made up one-quarter of total online display adspend.