Swipe Before Type: India's Interactive Media Consumer Survey 2024–2025

Key insights

7 takeaways · ~3 min read

01
Gaming dominates high-value consumer spending, capturing 70% of wallet share for transactions exceeding INR 1,000, while video and social media command 30% each at the INR 200–500 price point.See it on page 18
02
Mobile-first gaming remains the primary format, but 30% of users now engage via PC and 22% via consoles, with casual and midcore titles driving 8 hours of weekly engagement.See it on page 14
03
UPI is the near-universal payment method for digital content, accounting for 90% of all in-app purchases.See it on page 16
04
India’s interactive media audience is increasingly decentralized and gender-balanced, with 46% women and two-thirds of the total user base residing outside of metro areas.See it on page 2
05
Monetization preferences are shifting toward monthly subscription models, with a notable decline in consumer interest for Real Money Gaming (RMG) and fantasy genres.See it on page 15
06
Audio consumption is evolving toward podcasts over music, with 60% of listeners expressing a willingness to pay for audio apps to accompany daily activities like commuting and chores.See it on page 9
07
AI adoption is currently concentrated in metro areas, where over 50% of users are open to AI-generated content despite widespread skepticism regarding AI companions.See it on page 20

Summary

The survey, covering September 2024 to September 2025, examines India’s interactive media landscape across video, audio, social, gaming and emerging AI‑driven content. It finds that 46 % of consumers are women, with two‑thirds residing outside metro areas and 80 % using more than 1 GB of mobile data daily. Video consumption averages six hours weekly, driven by exclusivity and celebrity presence; OTT platforms dominate paid content, yet microdramas and anime are gaining wallet share. Audio listeners favor podcasts over music, with 60 % willing to pay for audio apps, especially during commuting and chores. Social media usage averages 10 hours weekly, skewing male and non‑metro, with participative platforms (astrology, dating) rising. Gaming remains mobile‑first but 30 % use PCs and 22 % consoles; casual and midcore titles command the most time (8 hours/week) and spend, with UPI accounting for 90 % of in‑app purchases. Monetization patterns show a preference for monthly subscriptions over annual plans, and a shift away from RMG/fantasy genres. Across price points, games capture 70 % of wallet share above INR 1,000, while video and social command 30 % each at INR 200‑500. AI adoption is higher in metros, with over half of users open to AI content but skeptical about AI companions. The study draws on a mixed‑method survey of 3,000+ respondents nationwide, integrating usage logs and payment data to map consumption, willingness to pay, and emerging trend trajectories.