Indians Spend 5 Hours Daily on Phones: Social Media, Gaming, and Videos Dominate: EY Report

India has emerged as one of the most digitally connected nations in the world, with over 1.2 billion smartphone users and 950 million internet users. The widespread availability of affordable internet—priced as low as 12 cents per gigabyte (GB)—has played a crucial role in driving the country's digital transformation.

However, this increased digital accessibility has also contributed to a significant surge in mobile phone usage, with Indians reportedly spending an average of five hours daily on their smartphones.

Smartphone Usage at an All-Time High

According to a recent report by global management consultancy EY, Indians are devoting more time than ever to digital consumption. On average, users spend around five hours a day engaging in activities such as social media browsing, gaming, and video streaming. This trend underscores the profound impact of affordable smartphones and low-cost internet plans in shaping the nation’s digital habits.

India's Digital Shift: The Rise of Streaming, Gaming, and Social Media

Digital Platforms Overtake Traditional Media

The EY report highlights a pivotal shift in India’s media landscape. For the first time, digital platforms have surpassed television, becoming the dominant segment of India's Rs 2.5 trillion ($29.1 billion) media and entertainment industry in 2024.

Ashish Pherwani, EY India’s media and entertainment sector leader, described this shift as a major “digital inflection point”, signifying an era of rapid innovation and transformation. “As digital media continues to grow relentlessly, we can expect to see an ocean of innovation, consolidation, new business models, and partnerships,” he said.

What Are Indians Spending Their Screen Time On?

According to the EY report, nearly 70% of the five hours spent daily on smartphones is dedicated to three key activities:

• Social Media Engagement: Platforms like Instagram, Facebook, and X (formerly Twitter) dominate online interactions.

• Video Streaming: OTT platforms such as Netflix, Amazon Prime Video, and YouTube continue to attract large audiences.

• Mobile Gaming: Games like BGMI, PUBG, and Candy Crush are immensely popular among Indian users.

India: A Global Leader in Mobile Screen Time

While India ranks third in daily mobile screen time—trailing behind Indonesia and Brazil—the total hours spent by Indian users in 2024 are projected to reach a staggering 1.1 trillion hours. This makes India the world’s largest digital market in terms of overall digital consumption.

Global Tech Giants Compete for India’s Expanding Digital Market

The enormous digital presence of Indian users has sparked intense competition among global tech giants. Companies like Meta (Facebook, Instagram, WhatsApp) and Amazon are vying for a larger share of this growing market, while billionaire entrepreneurs such as Mukesh Ambani and Elon Musk are planning aggressive expansions in India’s tech and digital sectors.

Traditional Media Struggles Amid the Digital Boom

While digital platforms continue to thrive, traditional media, including television, print, and radio, has witnessed a decline in both revenue and market share in 2024. The rise of short-form content, live-streaming, and interactive gaming is keeping Indian users engaged with digital media more than ever before.

The Future of India’s Digital Ecosystem

Consolidation, New Business Models, and Subscription-Based Services

As digital consumption skyrockets, EY predicts a wave of consolidation among media companies. Additionally, new business models will emerge, including:

• Subscription-Based Services: Increased adoption of premium content through paid subscriptions.

• Ad-Supported Streaming: More platforms offering free content with advertisements.

• E-commerce Integrations: Digital platforms incorporating shopping features for monetization.

Conclusion

India's digital landscape is experiencing an unprecedented transformation, fueled by affordable internet, increased smartphone penetration, and the rise of engaging digital content. With Indians spending an average of five hours daily on their phones, social media, streaming, and gaming continue to dominate screen time.

This shift has not only surpassed traditional media but has also intensified competition among global tech giants. As the industry moves forward, we can expect further innovation, business consolidations, and new revenue models shaping the future of digital consumption in the country.