Salient observations on Media Consumption Habit in India -

 Millennials remain the most active group on YouTube in India with 70% of
viewership coming from the age group 18-34. 
 Smartphone usage and data consumption has seen significant increase due to Covid-
19 Disruption

 Social Networking, News, Video conference experienced highest growth

 News/Politics observed 75% and 90% growth in terms of views and subscribers.
Most popular creators were OTVNews, Public TV, Zee 24 Ghanta, PKesariOnline.
 Video News has seen significant growth over news apps and news websites.
  Youtube viewership showed a steep rise at Q1’20 of 13% over Q4’19. Percentage of
subscriber gain was also significant.
 The News and Politics genre saw a subscriber growth of more than 25%. Comedy
genre had the highest retention rate of 52.06%. 

https://www.adgully.com/this-is-how-covid-19-has-disrupted-video-consumption-a-mindshare-
vidooly-report-93002.html

https://www.linkedin.com/posts/kushalsanghvi_the-changing-media-habits-of-india-activity-
6674211573415968768-UY7H

https://india.mom-rsf.org/en/context/media-consumption/