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Time of India
9 hours ago
- Business
- Time of India
One in four Indians uses only a mobile phone for everything from Netflix to social media
Nearly one in four Indians said in a survey they use only mobile phones to consume entertainment and media content, ditching television, in a telling sign for firms from Netflix Inc. to Starlink Inc. seeking growth in the world's largest consumer number of users who only use digital channels ballooned to 23% in the March quarter of 2025, according to market research firm Kantar's Media Compass report this week, which surveyed 87,000 Indians across the country. That compares with 15% in the same period in smartphone-only audience is skewed toward the lower end of the socio-economic spectrum, along with more rural users and men, said Puneet Avasthi, director of specialist businesses at Kantar's Insights Division for South Asia. Booming internet access, spurred by affordable smartphones and monthly mobile phone tariffs as low as $4, has made India among the largest digital consumer bases. This trend will help finetune marketing strategies of global media giants, including Inc.'s Prime Video and Meta Platforms Inc.'s Instagram, which are seeking more subscribers in the nation with more than 1.4 billion consumers. Satellite internet in India is also set to get a boost, with Starlink receiving approval from India's telecom ministry to roll out its services capping a years-long effort by Elon Musk's firm. Surging ecommerce Digital platforms provide potential for a 'very wide basket of categories' to grow among India's masses, Avasthi said. Surging e-commerce presence is allowing consumers to buy products that are not otherwise available in rural markets with 'the click of a button,' he added. From electrical appliance firms like Voltas Ltd. who benefit from deepening electrification to soft drink and snack sellers, multiple industries are targeting rural audiences, Avasthi said. Online marketplaces like Softbank Group Corp.-backed Meesho and Walmart Inc.-backed Flipkart are also deepening their penetration in smaller towns in India by selling more affordable products, riding on the growing digital presence of Indian buyers. Netflix offers a mobile-only plan for as little as 149 rupees ($1.72) in the country, with other providers also offering similar mobile-only experiences. Apart from mobile phones, the more premium option of connected TV, which allows users to watch television as well as access the internet, has emerged as a 'strong segment' with 35 million users being added in the quarter, according to the Kantar report.
Economic Times
11 hours ago
- Business
- Economic Times
One in four Indians uses only a mobile phone for everything from Netflix to social media
A Kantar survey reveals a significant shift in Indian media consumption, with 23% relying solely on mobile phones for entertainment in early 2025, up from 15% in 2023. This trend, driven by affordable smartphones and data plans, benefits companies like Netflix and Starlink seeking growth in India. Surging e-commerce further expands digital access, particularly in rural areas, impacting various industries. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Nearly one in four Indians said in a survey they use only mobile phones to consume entertainment and media content, ditching television, in a telling sign for firms from Netflix Inc. to Starlink Inc. seeking growth in the world's largest consumer number of users who only use digital channels ballooned to 23% in the March quarter of 2025, according to market research firm Kantar's Media Compass report this week, which surveyed 87,000 Indians across the country. That compares with 15% in the same period in smartphone-only audience is skewed toward the lower end of the socio-economic spectrum, along with more rural users and men, said Puneet Avasthi, director of specialist businesses at Kantar's Insights Division for South internet access, spurred by affordable smartphones and monthly mobile phone tariffs as low as $4, has made India among the largest digital consumer bases. This trend will help finetune marketing strategies of global media giants, including Inc.'s Prime Video and Meta Platforms Inc.'s Instagram, which are seeking more subscribers in the nation with more than 1.4 billion internet in India is also set to get a boost, with Starlink receiving approval from India's telecom ministry to roll out its services capping a years-long effort by Elon Musk's platforms provide potential for a 'very wide basket of categories' to grow among India's masses, Avasthi said. Surging e-commerce presence is allowing consumers to buy products that are not otherwise available in rural markets with 'the click of a button,' he electrical appliance firms like Voltas Ltd. who benefit from deepening electrification to soft drink and snack sellers, multiple industries are targeting rural audiences, Avasthi marketplaces like Softbank Group Corp.-backed Meesho and Walmart Inc.-backed Flipkart are also deepening their penetration in smaller towns in India by selling more affordable products, riding on the growing digital presence of Indian offers a mobile-only plan for as little as 149 rupees ($1.72) in the country, with other providers also offering similar mobile-only from mobile phones, the more premium option of connected TV, which allows users to watch television as well as access the internet, has emerged as a 'strong segment' with 35 million users being added in the quarter, according to the Kantar report.
Time of India
11 hours ago
- Business
- Time of India
One in four Indians uses only a mobile phone for everything from Netflix to social media
Nearly one in four Indians said in a survey they use only mobile phones to consume entertainment and media content, ditching television, in a telling sign for firms from Netflix Inc. to Starlink Inc. seeking growth in the world's largest consumer market. The number of users who only use digital channels ballooned to 23% in the March quarter of 2025, according to market research firm Kantar's Media Compass report this week, which surveyed 87,000 Indians across the country. That compares with 15% in the same period in 2023. The smartphone-only audience is skewed toward the lower end of the socio-economic spectrum, along with more rural users and men, said Puneet Avasthi, director of specialist businesses at Kantar's Insights Division for South Asia. Play Video Pause Skip Backward Skip Forward Unmute Current Time 0:00 / Duration 0:00 Loaded : 0% 0:00 Stream Type LIVE Seek to live, currently behind live LIVE Remaining Time - 0:00 1x Playback Rate Chapters Chapters Descriptions descriptions off , selected Captions captions settings , opens captions settings dialog captions off , selected Audio Track default , selected Picture-in-Picture Fullscreen This is a modal window. Beginning of dialog window. Escape will cancel and close the window. Text Color White Black Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Text Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Opaque Semi-Transparent Transparent Caption Area Background Color Black White Red Green Blue Yellow Magenta Cyan Opacity Transparent Semi-Transparent Opaque Font Size 50% 75% 100% 125% 150% 175% 200% 300% 400% Text Edge Style None Raised Depressed Uniform Drop shadow Font Family Proportional Sans-Serif Monospace Sans-Serif Proportional Serif Monospace Serif Casual Script Small Caps Reset restore all settings to the default values Done Close Modal Dialog End of dialog window. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like She Was Everyone's Dream Girl In 90's, This Is Her Recently. Investructor Undo Booming internet access, spurred by affordable smartphones and monthly mobile phone tariffs as low as $4, has made India among the largest digital consumer bases. This trend will help finetune marketing strategies of global media giants, including Inc.'s Prime Video and Meta Platforms Inc.'s Instagram, which are seeking more subscribers in the nation with more than 1.4 billion consumers. Satellite internet in India is also set to get a boost, with Starlink receiving approval from India's telecom ministry to roll out its services capping a years-long effort by Elon Musk's firm. Live Events Surging ecommerce Discover the stories of your interest Blockchain 5 Stories Cyber-safety 7 Stories Fintech 9 Stories E-comm 9 Stories ML 8 Stories Edtech 6 Stories Digital platforms provide potential for a 'very wide basket of categories' to grow among India's masses, Avasthi said. Surging e-commerce presence is allowing consumers to buy products that are not otherwise available in rural markets with 'the click of a button,' he added. From electrical appliance firms like Voltas Ltd. who benefit from deepening electrification to soft drink and snack sellers, multiple industries are targeting rural audiences, Avasthi said. Online marketplaces like Softbank Group Corp.-backed Meesho and Walmart Inc.-backed Flipkart are also deepening their penetration in smaller towns in India by selling more affordable products, riding on the growing digital presence of Indian buyers. Netflix offers a mobile-only plan for as little as 149 rupees ($1.72) in the country, with other providers also offering similar mobile-only experiences. Apart from mobile phones, the more premium option of connected TV, which allows users to watch television as well as access the internet, has emerged as a 'strong segment' with 35 million users being added in the quarter, according to the Kantar report.
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Business Standard
3 days ago
- Business
- Business Standard
CTV adds 35 mn viewers, sees equal urban-rural reach: Kantar report
Connected television (CTV), also known as smart TV, gained 35 million viewers in the first quarter of calendar year 2025, with an equal reach for audiences in rural and urban areas, according to a report by Kantar. The report, titled Media Compass, which has an annual sample of 87,000 consumers and quarterly reporting, said this indicates that CTV viewership is no longer just a metro trend. At the same time, CTV has emerged as a premium channel, offering advertisers a high-value opportunity with the rise in viewer numbers. However, linear TV still dominates, with 58 per cent of Indians using the medium every month. 'One in four Indians are now digital-only — or about 23 per cent of Indians are digital-only users. This marks a pivotal shift in how India consumes content, especially the younger and rural audience,' the report said. These users access the internet but do not watch linear TV. In rural areas, there are 74 per cent of digital-only users, while linear TV accounts for 75 per cent of users. On the other hand, digital-only users and CTV have about 57 per cent of their viewers as male audience. Meanwhile, linear TV, the report stated, has a balanced gender viewership. Age-wise, 55 per cent of audiences aged between 15 and 34 prefer to consume content from digital mediums, over-the-top platforms (OTT) and social media. People over 45 years remain over-indexed on linear TV compared to internet usage, the report noted.
Mint
3 days ago
- Business
- Mint
Digital-only users surge as connected TVs add 35 million viewers in India
While linear television continues to command strong reach across India, the rise of digital-only users and connected TVs (CTV), which added 35 million new viewers in the first quarter of 2025, signals a shift, especially among younger, male and rural audiences, according to the Media Compass report by market research company Kantar. Further, a significant 23% of Indians are digital-only users. They access the internet but do not watch linear TV, the report added. That said, 58% of Indians still watch linear TV every month. According to the Ficci EY media and entertainment report 2025, connected TV sets in India grew to around 30 million in 2024, up from 23 million in December 2023. India witnessed a 27% increase in active smart TVs in 2024, with an average of over 40 hours per month of content consumption. Linear TV continues to have a balanced gender viewership. However, 57% of both digital-only users and CTV viewers are male, underlining the importance of inclusive content strategies in these domains. The generational divide in media preferences is clear: 15-34-year-olds prefer digital (55%), OTT (55%), and social media (57%). Audiences in the 45-plus category remain over-indexed on linear TV (44%) compared to internet usage, highlighting the need for age-responsive media planning, the report said. To be sure, the rise of connected TV sets, especially in urban areas, is reshaping the content and marketing strategies of video streaming players that are targeting wholesome shows that could be watched by the entire family, instead of the more personalized programming tailored for mobile screens. Entertainment industry experts say CTV offers a unique opportunity to reach a diverse audience with targeted messaging, as far as advertising goes. Family co-viewing has also surged, making CTV the centre of home entertainment, particularly during festival and holiday seasons, when demand peaks. However, rural India is a media powerhouse, according to the report—digital-only (74%) and linear TV viewers (75%) are widely present in rural areas, breaking old assumptions. Even CTV now reaches both urban and rural audiences equally, showing it's not just a metro trend anymore. 'In today's fragmented and fast-evolving media landscape, brands are under pressure to make every media rupee count. Yet, most decisions are still being made using outdated or incomplete data, leading to suboptimal media planning and missed connections with consumers,' Puneet Avasthi, director, specialist businesses, insights division - South Asia, Kantar, said in a statement. He added that the report aims to correct this and equip advertisers with timely, in-depth insights across platforms—enabling smarter media planning, stronger audience engagement and sharper targeting for maximum impact.
