India is a highly fragmented media viewing market, says U.S. audience measurement firm Nielsen
U.S. audience measurement firm Nielsen reports that India's media viewing market is highly fragmented across television, streaming services, and digital devices. Anil Goel, Nielsen's Global Chief Technology Officer, highlighted the Bengaluru engineering hub as a key center for global innovation and artificial intelligence adoption. The firm also addressed consumer habits such as smartphone sharing, which complicates digital measurement.
Why it matters
As emerging markets digitize, understanding fragmented viewing habits and device-sharing behaviors is critical for global media measurement, advertising, and technology companies.
India is a highly fragmented media viewing market, says U.S. audience measurement firm Nielsen (pic available) left Anil Goel, Global Chief Technology Officer, Nielsen Special arrangement Special arrangement https://th-i.thgim.com/public/incoming/i5nbkj/article71608671.ece/alternates/FREE_1200/WhatsApp%20Image%202026-10-21%20at%2021.33.43.jpeg The proposed $2.15 billion acquisition of DoubleVerify is expected to give advertisers in India and across the globe a single view of audience reach and media quality: Anil Goel, the Global Chief Technology Officer at Nielsen Holdings Bengaluru Anil Goel, the Global Chief Technology Officer at Nielsen Holdings, a New York-based audience measurement and data analytics firm, said India is the largest innovation base globally for Nielsen. Capabilities and technologies built here have direct relevance to India, where viewing is highly fragmented and spread across television, streaming services, and digital devices.
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