Can’t Stop Scrolling? Turns Our You Aren’t Alone as Indians Spend Average of 5 Hours on Their Phones Daily

Indians are now spending an average of five hours daily on their smartphones, engaging in activities like social media, gaming, and video streaming. This trend is highlighted in a recent report by EY. The report underscores the impact of affordable internet and expanding digital access on media consumption in India, the world's most populous nation.

India has over 1.2 billion smartphone users and 950 million internet users. These users benefit from low-cost internet, available for as little as 12 cents per gigabyte. This affordability has accelerated India's digitalisation but also led to increased smartphone addiction among Indians who consume media for extended periods.

Digital Platforms Surpass Traditional Media

The EY report reveals that digital platforms have overtaken television as the largest segment of India's media and entertainment industry. Valued at Rs 2.5 trillion ($29.1 billion) in 2024, this sector is dominated by social media, video streaming, and gaming, which account for nearly 70% of Indians' daily screen time.

Ashish Pherwani, EY India's media and entertainment sector leader, describes this shift as a "digital inflection point." He notes the ongoing transformation in content consumption: "As digital media continues to grow relentlessly, we can expect to see an ocean of innovation, consolidation, new business models, and partnerships."

Global Competition Intensifies

India ranks third globally in daily mobile screen time after Indonesia and Brazil. In 2024 alone, Indian users collectively spent 1.1 trillion hours online, making it the world's largest digital market. This growth has intensified competition among global tech giants like Meta and Amazon and billionaires such as Mukesh Ambani and Elon Musk.

While digital media thrives, traditional media-television, print, and radio-has seen a decline in revenue and market share in 2024. Digital platforms increasingly capture Indian users' attention with short-form videos, live-streaming, and interactive gaming options.

Future Trends in Digital Media

The report predicts further consolidation among media companies alongside innovative business models and partnerships. Subscription-based services, ad-supported streaming, and e-commerce integrations are expected to drive future growth in the digital media landscape.

The expansion of digital platforms marks a significant shift in how Indians consume content. As more people access affordable smartphones and internet services, the country's digital market continues to evolve rapidly.

Source