India’s Digital Surge: 1.1 Lakh Crore Hours Spent on Smartphones in 2024

India is experiencing a surge in internet adoption, with smartphones being sold at discounted prices and e-commerce platforms running regular sales.

Despite criticisms over the country’s economic slowdown and a projected four-year low in India’s growth due to weaker consumer spending, smartphone usage continues to thrive, benefiting businesses and social media influencers alike.

India is experiencing a surge in internet adoption, with smartphones being sold at discounted prices and e-commerce platforms running regular sales. Recent data shows that Indians have spent over a trillion hours on their smartphones in 2024, fueling growth in social media and OTT platforms. As the world’s most populous country stays connected to its screens, from watching viral videos to booking international trips, India has become a prime market for internet data consumption.

Indians Logged 1.1 Lakh Crore Hours on Smartphones in 2024

According to EY’s latest entertainment report, Indians collectively spent 1.1 lakh crore hours on smartphones in 2024, thanks to affordable internet access that has made platforms like Instagram and Netflix more accessible. On average, Indians spent five hours per day on their mobile devices, with nearly 70% of that time devoted to social media, gaming, and video streaming, the report states.

This trend has propelled digital channels to become the largest segment in India’s ₹2.5 lakh crore ($29.1 billion) media and entertainment industry in 2024, surpassing television for the first time.

Although India ranks third globally in daily smartphone usage behind Indonesia and Brazil, the vast number of hours spent online makes it the largest market in the world. This has led to competition from companies like Meta, Amazon, and billionaires like Mukesh Ambani and Elon Musk, all eager to tap into India’s massive digital audience.

Business Strategies Shift as Screen Time Grows

With more people spending time than ever on their smartphones, businesses are adapting their strategies to meet consumers where they are. Since the majority of screen time is spent on social media, gaming, and videos, companies are shifting their focus away from traditional advertising mediums like billboards and TV ads. Instead, they are investing heavily in digital campaigns that encourage interaction.

India Hits the Digital Inflection Point

India has now reached what a leading media and entertainment sector person, calls the “digital inflection point.” This shift is expected to bring consolidation, the emergence of new business models, and the formation of strategic partnerships in the coming years

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JioHotstar’s Rapid Growth

JioHotstar, a streaming platform owned by Mukesh Ambani’s JioStar, has seen explosive growth, amassing over 100 million paid subscribers in less than two months since its launch on February 14. This rapid growth follows the merger of Disney+ Hotstar and JioCinema. At launch, JioHotstar had 50 million paid subscribers and a total user base of 500 million, including those who signed up through telecom bundle deals.

As digital platforms continue to soar in India, the country is becoming a key player in shaping the future of the global entertainment and media landscape.