India’s Smartphone Usage Hits Record High, Drives Digital Boom
New Delhi: Despite economic slowdown concerns and weaker consumer spending, smartphone usage in India has reached an all-time high, fueling growth in digital media, e-commerce, and social platforms. The surge in screen time is reshaping business strategies, making India a prime market for global tech giants.
Indians Logged 1.1 Lakh Crore Hours on Smartphones in 2024
According to a report by EY, Indians collectively spent 1.1 lakh crore hours on smartphones in 2024, averaging five hours per day per user. Nearly 70% of this time was dedicated to social media, gaming, and video streaming, highlighting the country’s increasing dependence on digital platforms.
With affordable internet access and frequent discounts on smartphones, India has overtaken television as the largest segment in the country’s ₹2.5 lakh crore ($29.1 billion) media and entertainment industry.
India Becomes Global Leader in Digital Engagement
Although India ranks third globally in daily smartphone usage, behind Indonesia and Brazil, the sheer number of active users makes it the largest market for internet data consumption. Tech giants including Meta, Amazon, Mukesh Ambani’s Jio, and Elon Musk’s X are aggressively competing for a share of India’s expanding digital audience.
Shift in Business Strategies as Digital Ads Dominate
As screen time increases, companies are shifting away from traditional advertising methods like billboards and TV commercials to interactive digital marketing campaigns. The rapid growth of short video platforms, influencer marketing, and streaming services is reshaping consumer engagement strategies.
JioHotstar’s Explosive Growth
One of the biggest success stories in India’s digital shift is JioHotstar, a streaming platform launched by Mukesh Ambani’s JioStar. Following its February 14 launch, the platform gained 100 million paid subscribers within two months.
The platform’s success comes after the merger of Disney+ Hotstar and JioCinema, creating one of India’s largest streaming services. At launch, JioHotstar already had 50 million paid users and a total subscriber base of 500 million, including those signed up through telecom bundle deals.
India Reaches a Digital Turning Point
Experts believe that India has hit a “digital inflection point,” signaling a transformation in the media and entertainment industry. The coming years are expected to witness major business consolidations, new digital business models, and strategic partnerships.
With smartphone usage soaring, India is set to play a crucial role in shaping the future of the global digital landscape.
