India’s digital consumption reached an unprecedented milestone in 2024, with Indians spending a staggering 1.1 trillion hours on smartphones. According to EY’s annual entertainment report, 70% of this time was devoted to social media, gaming, and video streaming. This surge in digital engagement has reshaped the country’s media and entertainment (M&E) industry, pushing digital media ahead of television as the largest segment in the ₹2.5 trillion industry.
Digital Overtakes Television in India’s Media Landscape
For the first time, digital media has overtaken traditional television in India’s entertainment industry. The increasing adoption of affordable internet, the expansion of 5G networks, and the widespread availability of locally manufactured smartphones have contributed to this shift. The report highlights that digital platforms now dominate media consumption, signaling a major transformation in how Indians access and engage with content.
Television, which has long been the cornerstone of entertainment in Indian households, is now seeing declining viewership. Streaming platforms, social media networks, and mobile gaming have taken center stage, attracting millions of users daily. This shift is expected to continue in the coming years as digital platforms expand their reach and offerings.
Key Factors Driving the Digital Surge
Several factors have played a crucial role in the rise of digital media consumption in India:
- 5G Connectivity: The rollout of 5G networks across the country has significantly improved internet speeds, enabling seamless streaming, gaming, and social media usage.
- Affordable Internet: The cost of mobile data in India remains among the lowest in the world, making digital content more accessible to users across different economic backgrounds.
- Local Smartphone Manufacturing: Government initiatives promoting local smartphone production have increased the availability of budget-friendly devices, driving smartphone penetration even in rural areas.
- Expanding Digital Platforms: The growing popularity of Indian and global streaming platforms, short-video apps, and mobile gaming has led to increased screen time.
- Social Media Boom: Platforms like Instagram, YouTube, and WhatsApp have become central to entertainment, news consumption, and communication, keeping users engaged for hours daily.
Breakdown of Smartphone Usage
According to the EY report, the 1.1 trillion hours spent on smartphones in 2024 were largely divided into three major categories:
- Social Media (35%): Indians spent a significant portion of their digital time on social networking platforms, engaging with short videos, posts, and live interactions.
- Video Streaming (25%): Streaming services such as YouTube, Netflix, and JioCinema saw high engagement, with users consuming vast amounts of entertainment content.
- Gaming (10%): The mobile gaming industry witnessed strong growth, fueled by the rise of e-sports and multiplayer online games.
The remaining 30% of smartphone usage was attributed to online shopping, news consumption, digital payments, and other internet-based activities.
The Future of India’s Digital Entertainment Industry
With digital media surpassing TV, the Indian entertainment landscape is undergoing a major transformation. Streaming platforms are increasing investment in regional and original content to cater to a diverse audience. Meanwhile, the gaming industry is witnessing rapid expansion, with mobile games and e-sports gaining traction among younger users.
Industry experts predict that digital advertising will continue to grow, driven by targeted marketing strategies based on user data. Brands are now prioritizing online platforms over traditional television commercials, further cementing the dominance of digital media.
Conclusion
India’s media consumption habits have evolved significantly in 2024, with digital platforms becoming the primary source of entertainment. The combination of affordable internet, faster connectivity, and rising smartphone adoption has fueled this shift. As digital content continues to expand, businesses and media houses will need to adapt to this new era of entertainment to stay relevant in India’s rapidly changing media landscape.
