Indians collectively spent 1.1 lakh crore hours staring at their smartphones in 2024, according to management consultant EY, as cheap internet makes platforms from Instagram to Netflix more accessible to the world’s most populous nation.
On average, they spent five hours daily on the mobile screen, nearly 70 per cent of it devoted to social media platforms, gaming, and videos, EY said in its annual entertainment report published Thursday.
This has made digital channels the single largest segment of India’s Rs 2.5 lakh crore media and entertainment industry in 2024, overtaking television for the first time.
While the daily time spent by Indians on their mobile phones is third behind Indonesia and Brazil, the combined hours add up to the largest market globally that firms from Meta and Amazon to tycoons like Mukesh Ambani and Elon Musk are tussling for.
The country has reached “the digital inflection point,” Ashish Pherwani, the media and entertainment sector leader at EY India, wrote in the report, adding there would be consolidation, new business models and partnerships in the days ahead.
Nearly 40 per cent of the country, or 562 million people, now use smartphones — more than the population of the US and Mexico combined. 5G subscriptions more than doubled to 270 million in 2024, while 40 per cent of internet subscribers are from the rural areas.
