India's digital revolution is unfolding at an unprecedented pace, reshaping the media consumption landscape like never before. The country now boasts over 1.2 billion smartphone users and a staggering 950 million internet users, making it one of the largest digital markets globally. This growth has been fueled by the availability of affordable smartphones and ultra-low-cost internet plans, with data prices as cheap as 12 cents per gigabyte (GB)—among the lowest in the world. While this easy access to digital technology has accelerated India's transformation into a digitally connected economy, it has also led to increased dependency on smartphones, with users spending more time than ever-consuming media online.
A new report by global consultancy EY (Ernst & Young) has highlighted this shift, revealing that Indians now spend an average of five hours per day on their mobile phones, primarily engaged in social media, video streaming, and gaming. This surge in digital engagement has reshaped entertainment habits, overtaking television as the largest segment of India's ₹2.5 trillion ($29.1 billion) media and entertainment industry. Digital consumption now accounts for nearly 70% of the total screen time, reflecting a dramatic shift away from traditional media such as television, newspapers, and radio.
India’s Digital Inflection Point
According to Ashish Pherwani, EY India’s media and entertainment sector leader, this transformation marks a “digital inflection point” in the country. He predicts that the continued rise of digital platforms will bring new business models, industry consolidation, and groundbreaking innovations as companies compete for consumer attention.
India ranks third globally in daily mobile screen time, trailing Indonesia and Brazil, but it leads the world in total hours spent online, reaching a staggering 1.1 trillion hours in 2024. This vast digital footprint has made India a crucial battleground for global technology giants like Meta, Google, and Amazon, as well as business magnates like Mukesh Ambani and Elon Musk, who are looking to expand their influence in the growing Indian market.
The Decline of Traditional Media
While digital platforms continue to flourish, traditional media—including television, newspapers, and radio—has witnessed a decline in revenue and market share. Streaming services, social media platforms, and online gaming have successfully captured users' attention, offering them an interactive and personalized experience. The explosion of short-form videos, live-streaming content, and immersive gaming experiences has further solidified digital media as the primary source of entertainment for Indian consumers.
What Lies Ahead?
As the digital landscape evolves, EY predicts a wave of consolidation among media companies, with businesses exploring subscription-based models, ad-supported streaming services, and integrated e-commerce solutions. With India at the forefront of the global digital revolution, the coming years are expected to bring unprecedented growth, innovation, and competition, reshaping how people consume entertainment, access information, and engage with online content.
Ultimately, this shift towards digital dominance is not just changing media habits—it is redefining how India interacts with technology, businesses, and the world at large.
