India’s digital transformation has been nothing short of remarkable, with technology reshaping the way people live, work, and interact. From bustling commutes to quiet evenings at home, screens have become an integral part of daily life. Despite economic challenges and slowing consumer spending, the digital entertainment sector continues to thrive, driven by affordable internet access and a growing population of tech-savvy users.
Rising Screen Time in India
According to EY’s annual report, Indians spent an astonishing 1.1 lakh crore hours on smartphones in 2024. This increase in screen time has created a profitable opportunity for platforms like Instagram, Netflix, and JioHotstar, which are benefiting from the country’s growing digital consumption.
On average, Indians spend about five hours a day on their phones, with 70% of that time focused on social media, gaming, and video streaming. Digital media has now surpassed television as the largest segment of India’s ₹2.5 lakh crore media and entertainment industry. India ranks third globally in smartphone usage, following Indonesia and Brazil, but remains the largest digital market due to its vast population.
Business Growth
The shift towards digital in India has led to new business models and collaborations. For instance, Mukesh Ambani’s JioHotstar—a merger of Disney+ Hotstar and JioCinema—gained 100 million paid subscribers in just two months. Affordable data plans and bundled telecom offers have made streaming services more accessible, ensuring consistent profits for tech companies.
The Effect of Affordable Internet
Low-cost internet and frequent online sales have increased smartphone usage in India. While users spend hours consuming content, digital platforms, advertisers, and telecom companies are enjoying significant financial gains.
Who Gains?
India’s digital growth mainly benefits global tech firms, media leaders, and advertisers who earn substantial revenue through ads and subscriptions. Meanwhile, users enjoy entertainment but may struggle with increased screen addiction and rising data costs.
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