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Indian Digital Media Insights, Digital infrastructure, Smartphone Users, Online Video & Audio, Online News, Social Media, Video & Audio Subscription, Global Trends and OTT Platforms

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  • 87 Pages
  • May 2020
  • Region: Global, India
  • Renub Research
  • ID: 5029486
1. Introduction

2. Executive Summary

3. Growth Drivers
  • Changing dynamics of movie marketing
  • Telcos will become the new MSOs

4. Challenges

5. India Digital Media Insights
  • Digital media grew in 2018
  • Figure: Digital Media Revenue (INR in Billion), 2017- 2021E

6. Digital infrastructure
  • Subscriber growth continued strong
  • The number of active wireless subscribers
  • Internet Subscribers Grew
  • Broadband Subscribers

5G and fiber will drive growth
  • Figure: Mobile Subscriber Growth In (Million), 2017 - 2018
  • Figure: Internet Penetration by Types of Subscribers in Million, 2017-2018
  • Figure: India Broadband Subscribers in Million, 2017-2018
  • Figure: India - Tele Company Broadband Market Share in Percent

7. Smartphone Users
  • Smartphone users reached 340 million in 2018
  • Smart / Connected TVs crossed the 10 million mark
  • Average data consumption doubled in 2018
  • Indians spent 30% of their phone time on entertainment
  • Indians downloaded more media apps than ever before
  • Time spent on M&E apps increased
  • Figure: India Most Popular Activities on Smart Phones in Percent
  • Figure: By Categories - Total Downloads by Selected Apps in Million, 2017-2018
  • Figure: By Category - Average Monthly Time Spent in Android Phones Apps (Monthly Hours Per Users), 2017-2018

8. Online Video
  • Consumption was led by languages
  • Catch-up TV remained a favorite on OTT platforms
  • Figure: World - Highest Per Capita Consumption of Online Video in (Hour per Week)
  • Figure: By Rank - India Top Video Apps (Entertainment) by Download & MAU

9. Online Audio
  • Figure: By Audio & Video - United States on Demand Music Streams in Billion, 2013-2018
  • Figure: By Rank - India Top Audio Apps by Download, Revenue & MAU

10. Online News
  • Figure: By Rank - India Top News Apps by Download, Revenue & MAU
  • Figure: India - Category Wise Content Consumption (in Page Views)

11. Social Media
  • Internet users spent 40% of their time on social media Social media
  • TikTok became a huge success in 2018
  • The horizontalization of digital media began in all earnest
  • Figure: India - Social Media Users in (Million) & Penetration in (Percent), 2015-2022
  • Figure: India Internet Users Using Each Platform in Percent
  • Figure: By Country - TikTok App Downloads in 2018 (Millions)

12. Digital Advertising
  • YouTube remained the largest platform for digital advertising
  • Share of programmatic ads doubled
  • Four ad categories spent over a quarter of their total ad spends on digital
  • Over 300,000 small and medium advertisers used the digital medium
  • Figure: Digital Ad Market in INR Billion, 2017 - 2021E
  • Figure: By Rank - India largest Platform For Digital Advertising
  • Figure: By Rank - India Advertising Category in Percent
  • Figure: Banner Ads Most Prevalent in (Percent) 2018
  • Figure: Advertising Modes Share in Percent
  • Figure: Spends on Digital by Category in Percent
  • Figure: Digital Advertising by Category Composition (Percent) in 2018

13. Digital Subscription
  • Telco bundling of content continued to drive high usage
  • Payment challenges remained
  • Figure: Digital Subscription by Category in INR Billion, 2017-2021E

14. Video Subscription
  • Paid video subscribers doubled in 2018
  • Demand for original content exploded
  • Indian content went global
  • The global OTT TV opportunity emerged
  • Figure: USA and UK Consumers Spent on Digital Content in Percent (One Year)
  • Figure: Indian and Global E-wallet User Rates (in Percent)

15. Audio Subscription
  • A number of OTT platforms operated in the market
  • Paying subscribers remained negligible
  • Time spent per user has scope to grow
  • Indians preferred to watch their music

16. Global Trends
  • Mobile phones drove digital video consumption
  • Cultural shift away from content ownership
  • OTT services invested huge amounts in high quality original programming
  • OTT sports rights drove content inflation
  • Figure: India Smartphone Penetration to Total Phones in Percent, 2017 - 2019
  • Figure: India Most popular activities on Smart phones in Percent

17. OTT Platforms
  • PIL in the Delhi High Court for the regulation of OTT platforms
  • TRAI issued a ‘Consultation Paper on Regulatory Framework for OTT Communications Services’ dated Nov 2018


In this report, for analyzing the future trends for the studied market during the forecast period, the publisher has incorporated rigorous statistical and econometric methods, further scrutinized by secondary, primary sources and by in-house experts, supported through their extensive data intelligence repository. The market is studied holistically from both demand and supply-side perspectives. This is carried out to analyze both end-user and producer behavior patterns, in the review period, which affects price, demand and consumption trends. As the study demands to analyze the long-term nature of the market, the identification of factors influencing the market is based on the fundamentality of the study market.

Through secondary and primary researches, which largely include interviews with industry participants, reliable statistics, and regional intelligence, are identified and are transformed to quantitative data through data extraction, and further applied for inferential purposes. The publisher's in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. These analytical tools and models sanitize the data & statistics and enhance the accuracy of their recommendations and advice.

Primary Research

The primary purpose of this phase is to extract qualitative information regarding the market from the key industry leaders. The primary research efforts include reaching out to participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions. The publisher also established professional corporate relations with various companies that allow us greater flexibility for reaching out to industry participants and commentators for interviews and discussions, fulfilling the following functions:

  • Validates and improves the data quality and strengthens research proceeds
  • Further develop the analyst team’s market understanding and expertise
  • Supplies authentic information about market size, share, growth, and forecast

The researcher's primary research interview and discussion panels are typically composed of the most experienced industry members. These participants include, however, are not limited to:

  • Chief executives and VPs of leading corporations specific to the industry
  • Product and sales managers or country heads; channel partners and top level distributors; banking, investment, and valuation experts
  • Key opinion leaders (KOLs)

Secondary Research

The publisher refers to a broad array of industry sources for their secondary research, which typically includes, however, is not limited to:

  • Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
  • Patent and regulatory databases for understanding of technical & legal developments
  • Scientific and technical writings for product information and related preemptions
  • Regional government and statistical databases for macro analysis
  • Authentic new articles, webcasts, and other related releases for market evaluation
  • Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecasts