Lumikai

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.

The Indian interactive media and gaming market reached a valuation of $3.8 billion in FY24, representing a significant 30% share of the country’s broader $12.5 billion new media sector. Growth is characterized by a 20% five-year projected CAGR, with expectations to exceed $9.2 billion by FY29. This expansion is primarily driven by a 41% year-on-year increase in in-app purchase revenue, particularly within the midcore segment, which grew by 53%. While Real Money Gaming (RMG) remains a major contributor, recent changes to the GST regime have led to margin compression and increased user acquisition costs for operators in that sub-sector.

The player base in India has expanded to 590 million gamers, with 148 million identified as paying users. Engagement metrics show a 30% increase in average weekly time spent, rising from 10 to 13 hours. Demographic data reveals a diversifying landscape where 44% of gamers are women and 66% reside in non-metro cities. Notably, there is a high degree of overlap between gaming categories, as over 60% of RMG paying users also spend money on midcore titles. Payment behaviors are heavily modernized, with 83% of users utilizing UPI or digital wallets for transactions.

The regulatory environment is shifting toward formal recognition and support, with the government identifying gaming as a "sunrise sector." New frameworks distinguish between RMG and Free-to-Play (F2P) games for taxation purposes, while esports has been officially integrated under the Ministry of Youth Affairs and Sports. These findings are based on a mixed-methods research design conducted between May and October 2024, incorporating a primary survey of 2,269 smartphone users across 16 Indian cities alongside secondary analysis of financial statements and proprietary industry data.

The Indian interactive media and gaming sector has emerged as a significant economic force, reaching a market valuation of $12.5 billion in fiscal year 2024. Within this landscape, gaming stands out as the fastest-growing segment, contributing $3.8 billion to the total market. Driven by a 20% compound annual growth rate, the gaming industry is projected to reach $9.2 billion by fiscal year 2029. This growth is underpinned by a massive user base of 590 million gamers, which expanded by 23 million individuals over the past year, and a 30% increase in average weekly engagement time, now reaching 13 hours per user.

Monetization trends reveal a shift toward midcore gaming, which experienced a 53% year-on-year revenue increase. In-app purchases remain the primary growth driver, with the average revenue per paying user rising 15% to $22. While real-money gaming continues to be a major contributor, it faces margin compression due to recent regulatory and taxation adjustments. Despite these challenges, the sector benefits from high user sophistication, with significant overlap between real-money and midcore gaming audiences.

The findings are based on a comprehensive mixed-methods study conducted between May and October 2024, incorporating primary survey data from 2,269 smartphone users across 16 Indian cities alongside secondary market analysis and industry expert interviews. The research highlights a maturing ecosystem supported by government recognition of gaming as a "sunrise sector." Policy developments, including the establishment of Centers of Excellence for Animation, Visual Effects, Gaming, and Comics, and the formal classification of esports as a sport, signal a transition toward a more structured and mainstream industry environment.

The Indian gaming market demonstrated significant resilience in FY23, reaching a value of $3.1 billion with projections to hit $7.5 billion by FY28 at a 20% CAGR. This growth is increasingly driven by non-real money gaming (RMG) segments, specifically casual and midcore games, as in-app purchases and advertising revenues rise. While the RMG sector grew 33% in FY23, future growth is expected to be muted due to new tax policies and industry consolidation.

The player base expanded to 568 million gamers, a 12% year-on-year increase, with 25% identified as paying users. Engagement metrics are strong, with average time spent increasing by 20% to 10-12 hours per week. India remains a global leader in game downloads, recording 15.4 billion in FY23. Notably, monetization remained stable despite the suspension of major titles like BGMI and Free Fire, as in-app purchase revenue for other titles grew by 37%.

A survey of over 2,000 users reveals a 60:40 male-to-female ratio and a shift toward non-metro regions, which now account for 66% of gamers. Users are showing a higher propensity to experiment with new genres and pay for content, with 62% preferring UPI for transactions. However, 60% of users anticipate that new GST and TDS regulations will negatively impact their play frequency in the RMG segment.

The regulatory landscape is evolving with the government’s recognition of esports and the establishment of the AVGC taskforce to promote India as a global development hub. Although venture capital funding decreased by 75% in 2023, mirroring global trends, strategic investments from major international entities suggest long-term confidence in the ecosystem's digital infrastructure and development capabilities.