The digital entertainment boom began in the early 2000s with the dotcom boom, a time when businesses started to establish their online presence. India currently has one of the most diverse and vibrant digital media ecosystems in the world. There are several factors that have contributed to the rapid rise in digital connectivity in the country with robust support from the government, an overhaul of the country’s digital infrastructure which now means that even remote areas have access to the internet.
Accessibility to cheap smartphones that cost as little as $50.00, tariffs designed to fit every budget (India is ranked as one of the top three countries that offers the best value for money per GB), and the rapid development of 5G means that India is projected to have over 700 million users by the end of 2028. As the most populated country in the world with 1.4 billion citizens and fifty percent of the population under the age of thirty, the digital market is one of the largest in the world. The average user spends five hours a day online and 97% of Indians access content on their mobile devices.
The Intersection Of Different Digital Entertainment Categories In India
Many of the younger generation of Indians have never owned a computer. They prefer smartphones which offer easily accessible entertainment and personalised screens to access media. The country is experiencing exponential growth across different sectors of digital entertainment and this is partially fueled by a continually expanding young tech savvy generation that are all digital natives. In 2023 India consumed 174 trillion GB of digital content and usually spend around one fifth of their waking day on different apps. There are several different entertainment categories that have grown in popularity:
Music videos are one of the most popular types of video content that is consumed. Users are particularly keen about locally produced music content such as independent artists and Bollywood songs which have been quite successful on YouTube. Other videos include ones that have gone viral, educational, and meme driven comedy. Different platforms such as Instagram Reels and YouTube Shorts and Moj, Chingari, and Josh (which are equivalents of TikTok which was banned in 2020).
Comedy is the most watched genre on television and is watched by 78% of the population with a preference for OTT (over-the-top media) platforms such as Amazon Prime Video, Netflix, and JioCinema over traditional television broadcasting as it allows viewers to access videos on demand at a time that is convenient for them.
Gaming is one of the most popular and fastest growing sectors. In 2024 there were approximately 590 million online gamers. There is a preference for mobile first platforms and mobile gaming is enjoyed by 94% of the gaming population. Mobile gaming gained popularity during the Covid-19 pandemic and the penetration of smartphones has democratised the activity. Most gamers game every day and this can range from short bites that last for a few minutes to committed gamers who will spend over an hour at a time. Most gamers have at least three gaming apps installed on their phones. Some of the most popular games include:
Ludo King is an online board game that can be played by up to six players at one time and even has a feature where gamers can win real money.
Clash of Clans is a strategy world building game where players must keep upgrading their village and also keep it from being attacked by enemies that have one objective, to destroy it.
Minecraft is an exceptionally addictive sandbox game where gamers can explore the open world, find different types of objects, build homes, find rare materials, and play with others in multiplayer mode if they wish.
India has a long history of betting that dates back many centuries. Online Casinos have grown in popularity due to their mobile first optimization and the convenience and easy accessibility which means that they can be played at home or on the go at a time that fits into anyone’s schedule. Many online casinos offer very generous bonuses for new joiners and promotions for regular gamers which is very appealing to players. The growing middle class means that there is more disposable income. Players particularly enjoy skill and strategy based games like online poker, or traditional Indian games such as live Teen Patti and Andar Bahar, and of course the thrill and simplicity of online slots.
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