1. We as indians are the biggest content consumers in the world

Avg Time Spent per smartphone user per day, Min (FY20)


  • Content includes Social media, messaging, Short Form, OTT Video and Audio, YouTube
  • Other Apps includes mobility, Food Delivery, Fin-tech,Ed-Tech, E-Tailing, eB2B, Classifieds, Stay and Travel

Why content consumption is high in India ??

  • High content creation velocity – Continuous content created on OTT & short-form
  • New Content Apps launched – Last 3 to 4 years seen high # of content apps launched
  • Convenient Entertainment – Rise in need of entertainment on smartphones

What makes the battle here more interesting is that India has the highest content consumption per user. Every second person in India accesses the internet while 45% of the internet users consumes short-form. A user spends 1/5 th of his or her day on smartphones in India.

2. Spending a significant part of our time on shortform content

Avg MAU for year– Content Sectors , (FY16 to FY20) (indexed to 100)

Impact of High growth of short-form – Forced market Leaders to launch short videos in 2020 (e.g. FB, YT and IG short videos)

Our research shows that short-form content is the fastest growing content category. This can be easily inferred from the chart above which shows that there has been an increase in 9x monthly active users in less than five years particularly in the short-form category.

3. 40% of which, in the current times is spent on Indian apps

Total Time Spent per month, Short-form, Bn Mins

Note: This Excludes apps which has short-video as an integrated feature (e.g Instagram Reels, Gaana Hotshots, Sharechat, Helo,etc.)

This market which was initially created by Bytedance-owned TikTok, saw a massive void after the app’s ban in June. 40% of the market is now owned by Indian apps.

4. With Josh being in the lead

Overall Experience benchmark

Experience Score, by Parameters, Scale 1 to 100, N = 829, 25 devices

Note: 1. Based on parameter weights of 33% each

But, in the increasingly competitive market, Dailyhunt’s Josh came out as a clear winner followed by InMobi’s Roposo then Times-Internet-owned MXTakatak. With Josh’s ability to decode user’s preferences and offer quality content through its wide creator base and higher reach to creators.


  • Mohit is an expert in Strategy, Performance Enhancement, Digital Services, M&A, and Due Diligence. He has 25 years of experience in management consulting, financial services, start-ups, and digital transformation.