The video-hungry Indian consumers are consuming three hours ten minutes of videos per day per user across various platforms, reported the Television Post. According to the findings of ‘One Consumer, Many Interactions’, over the last five years, video consumption in India has seen a stable growth of eight per cent.

The report ‘One Consumer, Many Interactions’, by CII and the Boston Consulting Group (BCG), reveals over 30 plus digital platforms, besides a line-up of TV channels that are available in India. An average Indian consumer consumes at least ten to 15 channels per day and two to three apps in any given month.

India, further, outpaces its global counterparts in the overall media consumption growth. At nine per cent CAGR, the per capita consumption is growing at twice the pace of China and nine times of the USA.

The Indian market is relatively unique, with the multi-modal growing demand having the fastest growth in digital consumption. Despite the growth of the digital market, the traditional media, especially TV also sees continuous growth. The report noted, “we believe this coexistence and multi-modal growth will continue in the foreseeable future”.

The addition of smartphones as a “small screen”, is pushing India in the direction of over trillion unique interactions with the high number of individual expressions. All these options play out in a complex set of intersections across various genres, formats, session length and media.

Digital media, with user catching-up with the latest or snack or binge-watching, are adding various latest textures to an existing range of media touch points. Thus, making the overall canvas wealthier and more complex.

One Consumer, Many Interactions

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