Global Media Intelligence 2021: India

Noteworthy in 2021

Digital formats coexisted with traditional media, rather than displacing them.

  • Hundreds of millions of India’s internet users consume traditional media. Print formats are a case in point. In Q1 2021, more than three-quarters (75.9%) of those ages 16 to 64 had recently read a print newspaper, and 65.5% had read a print magazine.
  • Print publications were especially popular in cities and among older respondents. Yet over 70% of the 16-to-24 cohort had also read a print newspaper in the prior month as of Q1, and nearly 57% had read a print magazine. That said, the bulk of time spent with press titles has shifted online. Digital publications occupied 1 hour, 34 minutes (1:34) per day on average in H1 2021, compared with 1:00 for print press formats.
  • Broadcast TV, meanwhile, was still viewed more widely than most digital alternatives. In Q1 2021, 92.0% of internet users had watched live TV in the month prior to polling. But many respondents were also adept at time-shifted viewing; more than 80% used broadcasters’ catch-up or on-demand services, while 73.1% recorded TV programs to watch later. Both values increased from 2020. In addition, over 81% of respondents had accessed films or TV shows via subscription video-on-demand (SVOD) services like Netflix.


Karin von Abrams


Anam Baig
Senior Editor
Joanne DiCamillo
Magenta Fox
Senior Chart Editor
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor
Ali Young
Research Editor

"Behind the Numbers" Podcast