A comprehensive report titled “New Age Digital Consumption in India: A Survey of Social Media, OTT Content & Online Gaming” by Professor Rajat Sharma from IIM Ahmedabad in partnership with Dr. Vikash Gautam, Adjunct Fellow at the Esya Centre sheds light on how Indians engage with social media, OTT content services, and online gaming. This study offers valuable insights into consumption patterns across these key digital segments based on a survey of 2,000 users and app-data of over 20.58 lakhs users.
Watch this video to know what these findings were:
1. Diverse User Engagement Patterns
● Social Media: Predominantly used for interacting with friends, family, and colleagues for personal and professional reasons.
● OTT Content: Primarily accessed for entertainment and leisure.
● Online Gaming: Users engage for a variety of reasons including entertainment, skill-building, and career opportunities. This indicates the heterogeneous nature of online gaming in the Indian digital consumption basket.
2. Platform Reach and User Activity
● Social media has …