India allegedly have more than 1.2 billion smartphones users and 950 million internet users. These internet users have low access to cheap internet as 12 cents per gigabyte (GB). This availability of cheap smartphones and low -cost internet pack has definitely extended the development of the country towards digitization. However, in parallel, easy access to the Internet has also allegedly made more Indians accustomed to their phones, which have been consuming media for hours.

According to a new report by Global Management Consultancy EY, Indians are spending more time on their smartphones than ever. Indian users are allegedly spending an average of five hours per day on social media, gaming and video streaming. The report states how expanding cheap internet and digital access is re -shaping media consumption in the world’s most populous nation.

The EY reports further shows that the increasing number of digital platforms has crossed television for the first time, which has become the largest section of India’s media and entertainment industry, which cost 2.5 trillion ($ 29.1 billion) in 2024. Meanwhile, social media, video streaming, and gaming have spent five hours, which is the screen time for 70, which is an accounting for about 70.

Ashish Fervani, the leader of the media and entertainment sector of EY India, described the change as a “digital inflation point”, in which the material is consumed, highlighting the ongoing changes in how the material is consumed. “As digital media is constantly increasing, we can expect to look at an ocean of innovation, consolidation, new business models and partnerships,” he said.

The report shows that while India ranks third in the daily mobile screen time – with Indonesia and Brazil – the collective hours spent by users in the country add up to 1.1 trillion hours in 2024, making it the world’s largest digital market. The increasing presence of online Indians has intensified competition between global technical giants such as Meta and Amazon, as well as billionaires like Mukesh Ambani and Elon Musk, who plans to expand their businesses and dominate the growing digital market.

While the consumption of digital media is getting rid of, the report states that traditional media-telis, print, and radio-, contrast, witness both the revenue and the market to decline. Digital platforms are rapidly capturing Indian users’ time on smartphones with short-form videos, live-streaming and availability of interactive gaming.

Meanwhile, as the consumption of digital media accelerates, the EY predicts that in the coming years, there will be an innovation with the innovative business model and partnership between media companies. Membership-based services, advertising-supported streaming and the next stage of development of e-commerce integration are expected to shape.