In 2024, a staggering 1.1 trillion hours were collectively spent by Indians looking at their smartphones, as reported by management consultant EY. This surge is attributed to affordable internet access, which has made platforms like Instagram and Netflix increasingly available to the world’s most populous country.
On average, each individual dedicated around five hours a day to their mobile devices, with nearly 70% of that time focused on social media, gaming, and video content, according to EY’s annual entertainment report released on Thursday. As a result, digital channels have emerged as the largest segment within India’s 2.5 trillion rupee ($29.1 billion) media and entertainment sector in 2024, surpassing television for the first time. While Indians rank third globally in daily mobile phone usage behind Indonesia and Brazil, their total screen time has created the largest market worldwide, attracting competition from companies like Meta and Amazon, as well as business magnates such as Mukesh Ambani and Elon Musk.
Ashish Pherwani, the leader of EY India’s media and entertainment sector, noted in the report that the country has reached a “digital inflection point,” suggesting that future developments will involve consolidation, new business models, and partnerships.
Currently, approximately 40% of the population, or 562 million individuals, utilize smartphones—surpassing the combined populations of the United States and Mexico. Additionally, 5G subscriptions have more than doubled to 270 million in 2024, with 40% of internet users residing in rural areas. The report also highlighted that traditional media, including television, print, and radio, experienced declines in both revenue and market share in 2024. Conversely, live events such as concerts and cricket matches played a significant role in the industry’s growth. The report projects that the sector will expand to 3.1 trillion rupees by 2027.
