New Delhi, July 17 2024: In India, there have been significant changes in content consumption patterns across generations and regions, according to a comprehensive new report from ETBrandEquity.com and Havas Play – the specialised sports, content, and entertainment arm of advertising conglomerate Havas India. Based on extensive primary research, the Brand World Summit 2024 report titled ‘The Content Shift – Navigating Diversity and Inclusivity in the Modern Content Landscape’ highlights the evolving digital landscape and changing preferences shaping the content ecosystem following the COVID-19 pandemic.

The key findings reveal that while content preferences may vary by generation, native language, and time of day, content consumption is growing across all age segments.

The research study examines content consumption from various perspectives, including Internet use cases for Indians, the trend of short-format videos, content innovation, and content commercialisation. Here are some of the interesting findings:

Today, TV (26%) and social media websites (21%) are neck and neck as the main sources of news.

WhatsApp (74%) has emerged as the most popular social media platform, followed closely by Instagram (72%), Facebook (70%), and YouTube (67%).

A high proportion of Indians prefer streaming music (85%) over radio (70%), reflecting a trend towards personalised and on-demand content.

YouTube (53%) emerges as the top service to listen to music, followed by Spotify (42%). However, Spotify (41%) is the most preferred service to listen to podcasts.

YouTube (53%) remains the preferred video streaming service for over half of Indians, followed by Disney+ Hotstar (46%).

Gen Z’s browsing frequency is lower compared to Gen X and millennials, due to their preference for quick, visual, and interactive platforms like Instagram and Snapchat, which encourage short bursts of content.

Gen X shows the highest affinity for discovering new content through social media ads (68%) and Google Search (62%) – higher than any other cohort.

“Our research reveals a dynamic shift in how different generations and regions across India are engaging with content,” said R Venkatasubramanian, Chief Operating Officer, Havas Play. “The report examines the transformative trajectory of content creation and consumption. For business leaders and marketers, these changes are not merely trends but fundamental shifts in audience behaviour. To thrive in this new environment, we must leverage the increased interconnectivity of content mediums and platforms.”

“This report offers invaluable insights into the rapidly evolving content landscape in India. As businesses adapt to these shifts in consumer behaviour, understanding these trends becomes crucial for effective engagement and growth in the digital age,” said Amit Gupta, Business Head, ET B2B Business Unit.

The report also explores the impact of the creator economy, projected to reach INR 3,375 crore by 2026, and the growing preference for micro and nano influencers among brands.