The latest data from YouGov's media report titled 'Media Change in 2024' reveals that frequent television viewing appears to be on the decline among urban Indians. Almost 9 out of 10 people watch live TV, but heavy viewership (more than 6 hours a week) has declined over the past three years. Meanwhile, the number of people who watch TV via video-on-demand streaming services increased from 79% in 2021 to 83% in 2024.
This report leverages audience segmentation tool YouGov Profiles to examine changes in media habits of urban Indians over the past five years and details their adoption of online media.
Despite the slight decline, YouTube remains the most popular streaming service for more than half of urban Indians. On the other hand, Disney+ Hotstar, Amazon Prime Video, and Netflix are becoming the most popular.
Among different generations, YouTube dominates Genz's choices. 57% of Gen Z uses YouTube to watch videos on demand, up from his 49% in 2021.
Disney+ Hotstar is the next most widely used platform among Gen Z (41%), followed by Amazon Prime Video (35%), which has seen the highest usage growth over the past few years.
A quick look at the listening behavior of urban Indians reveals that streaming music consumption has remained relatively stable over the years. Young people are more active in the podcast space than other demographics.
Seven in ten (71%) Gen Z respondents said they listen to podcasts weekly, compared to two-thirds (67%) of the overall urban Indian population.
The most popular podcast service in India is Spotify (41%), followed by Google Podcasts (21%) and Audible (16%). Spotify is particularly popular among his Generation Z, registering 11% growth over the past two years, reaching 44% in 2024 from 33% in 2022.
When it comes to podcast genres, music is the top genre among Gen Z (43%), followed by comedy (35%) and TV and movies (30%).
