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Vernacular is Now, Not the Future - a $300Bn Opportunity Today

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    Report

  • 36 Pages
  • August 2019
  • Region: Global
  • Redseer
  • ID: 5148378
India’s internet adoption reached 530 Mn at a run rate of 65 Mn users per year over 2017 and 2018 – ~8x of 8 Mn users added per year from 2000 to 2009.

This report discusses the massive digitisation wave that has engulfed India. It examines how gaining access to the internet and rising incomes have led to a huge growth in the monetisable user base. It goes on to highlight the large share of vernacular users in India’s monetisable user base and the massive opportunity that is presents for players in the content industry. Finally, it concludes with some key highlights and case studies on leading players.

Table of Contents

1. Monetizable Internet Users
1.1. Internet Users
1.2. Monetizable Internet Users
1.3. Growth & Monetisation Opportunity

2. Monetizable Vernacular Users
2.1. Research Methodology
2.2. Vernacular User Base
2.3. Economic Value of Vernacular Users
2.4. Vernacular Digital Opportunity
2.5. Media Engagement by Vernacular Users
2.6. Vernacular Monetizable Users Key Takeaways

3. Opportunity for new-age full stack content players in '23
3.1. Vernacular Digital opportunity
3.2. Key Takeaways
3.3. Case Studies
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Table of Contents

1. Monetizable Internet Users
1.1. Internet Users
1.2. Monetizable Internet Users
1.3. Growth & Monetisation Opportunity
2. Monetizable Vernacular Users
2.1. Research Methodology
2.2. Vernacular User Base
2.3. Economic Value of Vernacular Users
2.4. Vernacular Digital Opportunity
2.5. Media Engagement by Vernacular Users
2.6. Vernacular Monetizable Users Key Takeaways
3. Opportunity for new-age full stack content players in '23
3.1. Vernacular Digital opportunity
3.2. Key Takeaways
3.3. Case Studies

Methodology

1. Primary Research Consumers, stakeholders and industry experts are interviewed to help us validate key trends and market estimations.

While the exact figures may vary for different reports, on average, the publisher conducts:

  • ~1,000+ consumer surveys
  • ~30+ IDIs (in-depth interviews) with stakeholders (consumers, suppliers, distributors and delivery executives, among others)
  • ~25+ detailed discussions with industry experts Depending on the report in question, consumers and stakeholders are distributed across:
    • City tiers (Metros, Tier 1, Tier 2, Tier 3 & Tier 4 cities)
    • Income levels
    • Genders
    • Age groups
    • Professions
    • Internet usage pattern
    • Geographies
     

 

2. Secondary Research Secondary includes analysis of databases available in public domain. Information sought is cross-referenced and aligned for soundness.

Note: In order to maintain confidentiality, results and analysis of the surveys and expert interviews are presented at level of overall scenario analysis and representation only.

 

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