A GUIDE TO MEDIA CONSUMPTION IN INDIA 

India’s Changing Media DNA

India’s media landscape is no longer a single stream ,  it’s a confluence of languages, platforms, and devices. From rural YouTube users watching content in Bhojpuri to urban millennials bingeing on Netflix via Connected TV, the way Indians consume media has evolved faster than brands and researchers anticipated.

For brands, this means communication must be sharper and more localized. For young professionals and students, it’s a chance to understand one of the most dynamic consumer ecosystems in the world.

Let’s dive into a data-backed analysis of how India consumes content in 2025 ,  and what it means for communication planning, brand strategy, and research.

The Big Picture, India’s Digital Reach

• India now counts ~900 million active internet users (IAMAI 2025), making it the world’s second-largest online population.

• Mobile-first nation: Over 90% of users access the internet through smartphones.

• Growth is coming from rural and Tier-2/Tier-3 towns, where data costs are low and regional language content dominates.
  
  

Insight: India isn’t just connected ,  it’s hyper-connected and mobile-native. But reach alone doesn’t equal impact; context and language matter more than ever.

Vernacular Power, The Language of Trust

• Nearly 68% of internet users prefer to consume content in their native language (IAMAI–Nielsen).

• Brands communicating in regional languages see up to 1.5x higher trust and recall than English-only content.

• Regional creators are the new opinion leaders ,  relatable, authentic, and hyper-local.

Takeaway: Don’t translate. Localize. Adapt visuals, tone, and humor to resonate with the cultural pulse of each region.

OTT & Connected TV, Streaming the Nation

• India’s OTT audience has crossed 600 million, with ~148 million paid subscriptions (Ormax 2025).

• Connected TV (CTV) users grew to 129 million, an 87% YoY jump ,  people now stream OTT content on big screens.

• YouTube, JioCinema, and Disney+ Hotstar dominate the ecosystem, but regional OTT apps are growing fast.

Tip for brands: Create multi-screen campaigns. Short, vertical videos for mobile; cinematic storytelling for CTV and premium OTT.

Social Media & Short-Video Platforms, The Attention Engine

• India hosts the world’s largest YouTube user base (~490 million).

• Average Indian spends 2+ hours daily on social media, primarily on YouTube, Instagram Reels, and short-video apps.

• Gen Z and Millennials rely on social platforms for discovery, entertainment, and even news.

Trend alert: Short-form video isn’t replacing long-form ,  it’s complementing it. Brands use short videos for awareness and long content for trust-building.

Advertising Shifts, Follow the Money

• India’s ad market crossed ₹1 lakh crore, with digital commanding ~46% share (Crisil 2025).

• TV still holds relevance during high-reach events like IPL or elections.

• Digital ad spends focus on video-first formats, influencer-led marketing, and performance-driven campaigns.

Smart strategy: Use CTV + digital integration ,  TV for mass reach, digital for measurable action.

Consumer Perception, What Builds Trust Today

• Local language = trust. Consumers associate regional content with authenticity.

• Influencer credibility > celebrity recall. Everyday creators drive more meaningful conversations.

• Purchase journeys start on social media but end on search or e-commerce platforms.

Brand learning: “Entertain first, sell later.” Educational, emotional, and humorous content works better than pushy ads.

Rising Formats, The New Attention Frontiers

• Podcasts: Gaining popularity among English and Hinglish audiences for learning and infotainment.

• Gaming: Over 450 million gamers in India; major potential for youth engagement.

• CTV Advertising: Premium, focused, and effective for storytelling.

The Future, What’s Next in India’s Media Story

The next phase of Indian media isn’t about more content ,  it’s about relevant content.
As AI, vernacular voice search, and CTV advertising evolve, consumers will continue to expect personalization, cultural alignment, and trust.

In short:

Speak local. Think platform. Plan across screens.
That’s how brands will win attention and trust in the Indian media maze.

Insights for Brands, Professionals & Students

For Brands

• Build language-first campaigns.

• Optimize for mobile-first and multi-format content.

• Use data-driven targeting combined with cultural empathy.
  
  

For Young Professionals

• Learn social & OTT analytics tools.

• Practice creative adaptation for different screens and languages.

• Stay updated on consumer sentiment data and trend reports.
  
  

For Students & Learners

• Study real consumer journeys ,  from exposure to conversion.

• Build mini-projects analyzing regional campaigns or brand communication effectiveness.

Take the Next Step, From Insight to Impact

Whether you're a brand shaping communication strategies or a student exploring the evolving world of media and consumer behavior, AnveMark Market Research Pvt. Ltd. is your partner in learning, discovery, and growth.

At AnveMark, we decode India’s fragmented media landscape with authentic, regional, and data-backed insights that empower better decisions and smarter storytelling.