Media Consumption Habits - India and the UK

Part
01
of two
Part
01

Technological Advances with Media-UK and India

Media consumption in India has grown at a CAGR of 9% from 2012 to 2018. The UK’s love for smartphones continues to affect almost every aspect of their daily life, including night-time.

INDIA

Overview

  • Most Indian adults spent around 1 hour and 24 minutes per day with digital devices in 2018.
  • Share of media consumption over digital mediums touched 30.8% by the end of 2018, compared to just 17.9% in 2013.
  • Media consumption in India has grown at a CAGR of 9% during 2012-18, almost nine times that of the US and two times that of China. This industry provided employment to 3.5 to 4 million people, including both direct and indirect employment in CY 2017.

1. Smart Phone

  • 29% of the adult population currently uses smartphones in India.
  • In 2020, there will be more than 700 million smartphone users in India. More than 70% of revenue earned by the Indian music industry now comes from digital streaming.

2. TV

  • TV will account for 56.9% of share in total media consumption among the adult population in India, equating to 2 hours, 36 minutes daily. Among the TV viewing population in India, the average time spent watching TV reached 3 hours, 33 minutes in 2018.

3. Print Media

  • The share of print media consumption dropped by 6.6% by the end of 2018, from a higher share of 8.3% in 2013.

4. Radio

  • Share of radio consumption will also shrink to 5.6% in 2018 from 6.1% share in 2013.
  • Indians spent 4 hours, 34 minutes each day watching, streaming, reading, and listening to media in 2018. It is an increase of 20 minutes when compared to 2017 and a significant jump from 2 hours, 52 minutes in 2013. By 2020, the total media consumption in India is expected to touch 5 hours, 10 minutes.
  • Nearly 500 million internet users, a figure that is growing at a rate of 8%, India is one of the largest drivers of digital innovations across the world.

5. OTT

  • Considering half a billion internet users, there are at least 180 million active online video viewers. OTT market in India was valued at 37 billion rupees in 2017. The OTT market in India is expected to grow by 17.3% in the next five years. Indians have already begun to supplement TV viewing with multiple OTT platforms such as Amazon Prime and Netflix.
  • India is a diverse country with more than 22 official languages. Content in these languages is set to grow at an unprecedented rate.
  • Sony has plans to attract 200 million users from various linguistic states of India, subverting the idea of homogeneous media consumption.

6. Media & Entertainment Industry

  • Media and entertainment (M&E) industry in India grew at a CAGR of 10.90% from FY17-18 and is expected to grow at a CAGR of 13.10% to touch Rs 2,660.20 billion (USD 39.68 billion) by FY23 from Rs 1,436.00 billion (USD 22.28 billion) in FY18.
  • Online gaming industry in India is expected to grow at a CAGR of 22% between FY18-23 to reach Rs 11,900 billion (USD 1.68 billion) in FY23. India’s advertising revenue is projected to reach Rs 1,232.70 billion (USD 18.39 billion) in FY23 from Rs 608.30 billion (USD 9.44 billion) in FY18.
  • Foreign Direct Investment (FDI) inflows in the Information and Broadcasting (I&B) sector (including Print Media) from April 2000 – March 2019 stood at USD 8.38 billion.
  • By September 2018, Twitter announced video content collaboration with 12 Indian partners for video highlights and live streaming of sports, entertainment, and news.
  • Indian digital advertising industry is expected to grow at a CAGR of 32% to reach Rs 18,986 billion (USD 2.93 billion) by 2020, backed by affordable data and rising smartphone penetration. Indian media and entertainment industry is on an impressive growth path. Industry is expected to grow at a much faster rate than the global average rate.

7. Digital Population & Internet Users

  • Indian digital population as of January 2018 (in millions): Active internet users — 462 millions, active mobile internet users — 430.3 millions, active social media users — 250 millions, and active mobile social media users — 230 millions.
  • Introduction of the government’s digital India initiative goes hand in hand with the increasing internet penetration over the recent years which resulted in the country’s digital population amounting to approximately 892.3 million active users as of January 2018.
  • Traffic in the world’s second largest internet market at this stage was shared equally by broadband users and mobile internet users.

THE UNITED KINGDOM

1. Smartphone

  • The survey of 4,150 16 to 75-year-olds reveal UK's smartphone owners’ device usage habits — 85% of respondents (41 million people) — now own or have access to a smartphone.
  • More than half admit to using their phone while walking, 4.5 million while crossing the road, more than half (58%) of smartphone owners watch at least one form of video content on their smartphones every week. In 2012, the proportion was just 18%.
  • 1/4th of 16 to 19-year-olds respond to messages they receive in the middle of the night. 55 to 75-year-old ‘silver swipers’ are the fastest-growing adopters of smartphones.
  • For the first time, this year’s research has captured smartphone owners’ self-awareness of their device usage. 38% of respondents believe that they are using their phone too much.
  • Over half (53%) of 16 to 75-year-olds in the UK use their smartphones while walking which is equivalent to 22 million people.
  • Among younger consumers aged 16-24, the proportion rises to 74%. More than 4.5 million people (11% of respondents) also admit to using their smartphones while crossing the road. The proportion almost doubles for 16 to 24-year-olds (21%).
  • The UK’s love for smartphones continues to affect almost every aspect of their daily life, including night-time. About 66% of 16 to 19-year-olds or 33% of UK population check their phones in the middle of the night.
  • More than a quarter of ‘screenagers’ (26%) actively respond to messages they receive after falling asleep at night.
  • 34% of respondents look at their smartphones within five minutes of waking and about 55% do so within a quarter of an hour. By the end of the day, more than three-quarters (79%) check their smartphones an hour earlier before going to sleep.
  • Longer video content such as films and TV shows is viewed weekly by 15% of respondents where majority of them are 16-19-year-olds doing so on a daily basis.
  • "Short videos, live posts, and stories are watched by 17% of respondents daily. This skews much higher among younger age groups: 54% of 16 to 19-year-olds watch short form on smartphones at least once a day and a further 25% do so at least weekly".

2. Tablets, Game Consoles, Smart TV's

  • After the launch of the BBC iPlayer and the iPhone in 200), smartphones have become the most popular internet-connected device (78% of UK adults use one).
  • Ownership of tablets (58% of UK households) and games consoles (44% of UK adults) has plateaued in the last three years. Smart TVs were in 42% of households in 2017, up from 5% in 2012.
  • 1 in 5 households (20%) possess wearable techs (smart watches, fitness trackers). Mobile phones and TVs are the only communications devices with near universal reach in the UK (96% and 95% of households).
  • 9 in 10 people watched TV every week in 2017, for an average of 3 hours 23 minutes a day which is nine minutes less than what it was in 2016 and down across all age groups under the age of 65.
  • Those aged 55+ accounted for more than half of all viewing in the UK. The programs attracting audiences greater than 8 million have halved in the past three years.

3. Radio & Podcasts

  • 50.9% of all radio listening is now digital, mainly due to growth in listening through DAB. Radio revenue was up to £1.3 billion, the highest level in the last five years. 13% of UK households used a smart speaker in 2018. Three-quarters of these were Amazon devices. The podcast listening is growing. About 1 in 4 people have done this at least once in the past year.
  • Weekly reach of radio (% of population) in 2017: 90.2%.
  • 1 in 10 radio listeners now listen to radio via a smart speaker. Nearly 23% of the UK online population (16+) has listened to a podcast in the previous month (November 2017) and 44% of podcast listeners listening twice or more a week.
  • 9 in 10 people had access to the internet at home in 2018. The majority (62%) of time spent on the internet was on mobile devices, and mobile advertising made up 45% of online advertising in 2017.
  • The number of BBC website visitors overtook those of Amazon in the UK in 2018. BBC had the third-highest number of users followed by Google and Facebook.
  • The data use continued to increase. UK consumers used an average of 190 GB per fixed broadband line in June 2017 (up from 132 GB in June 2016) and 1.9 GB per active mobile subscription in 2017 (up from 1.3 GB). Number of ADSL (copper) fixed broadband connections was overtaken by fiber connections in 2017.

4. Communication Growth

  • Competel UK communications revenue declined to £54.7 billion in 2017, the lowest level in the last five years. The UK communications revenues generated by telecoms, TV, radio, and postal services declined in 2017, by £1.1 billion (-2.1%) in real terms (i.e. adjusted for inflation) to £54.7 billion. It was primarily due to a decline in TV revenue and downfall in total telecoms and post revenue.
  • A slight rise in the revenue generated by the radio broadcasting industry, up by 1.8% in real terms to £1.3 billion in 2017, driven by growth in commercial revenue. An average monthly spend on communication services fell by 1.2% from £126.18 in 2016 to £124.62 in 2017, an annual decrease of £18.72 in real terms.

5. Smart TV

  • Considering Smart TVs, i.e. televisions which can connect directly to the internet, has increased from 5% in 2012 to 42% of households in 2018. Consumers increasingly prefer more portable devices: Smart speakers and VR headsets are present in 13% and 5% of households, respectively. Just under eight in ten households (79%) reported purchasing at least two of their communications services as a bundle from the same supplier.
  • Most popular online activity for commuters was sending and receiving text messages/instant messages with 43% saying they did this. Seven in ten commuters use a smartphone on their journey. 84% stated that online shopping and online banking have made their life easier.
  • Amazon range, comprising Echo, Echo Dot, and Echo Show makes up 75% of the UK market share, this is down from 88% in Q3 2017.
  • Social media reach in the UK by platform, age 13+: March 2018 — Facebook — 90%, Twitter — 60%, Instagram — 51%. One in five adults aged 16-64 in DE households only go DE online using a smartphone.
Part
02
of two
Part
02

Top TV Shows, Radio Stations, and Video Streaming Services-UK and India

The top TV shows in UK are Line of Duty and Britain's Got Talent while in India it is Star Screen Awards and The Kapil Sharma Show. Top radio stations in UK are BBC Radio 2 and BBC Radio 4 while in India it is Radio Mirchi and Red FM. The top video streaming services in UK are Netflix and Amazon prime video while in India it is Hotstar and Amazon prime.

TOP TV SHOWS IN UK.

1. LINE OF DUTY
2. BRITAIN'S GOT TALENT

TOP RADIO STATIONS IN UK.

1. BBC RADIO 2
2. BBC RADIO 4

TOP VIDEO STREAMING SERVICES IN UK.

1.NETFLIX
2. AMAZON PRIME

TOP TV SHOWS IN INDIA.

1. STAR SCREEN AWARDS
2. THE KAPIL SHARMA SHOW

TOP RADIO STATIONS IN INDIA

1. RADIO MIRCHI
2. RED FM


TOP VIDEO STREAMING SERVICES IN INDIA.

1. HOTSTAR
2. AMAZON PRIME VIDEO

RESEARCH STRATEGY

We began the research by looking for the top radio stations, top TV shows and video streaming services from various sites. We then identified the first two that appeared across all sites. We also looked at the rankings of the shows and the market reports of each station. The top shows discussed are based on the number of viewers, the radio stations are based on the listeners, and the streaming services based on number of subscribers.





Sources
Sources

From Part 01
Quotes
  • "Media consumption via digital devices among Indian adults to more than double: report. Indian adults will spend around 1 hour, 24 minutes per day with digital devices in 2018, largely led by smartphone adoption, says a report by eMarketer. Smartphone usage has climbed in India due to increased connectivity in rural areas, coupled with cheaper data plans."
  • "Interestingly, the overall smartphone penetration in India is still relatively low, and just over 29% of the adult population currently use smartphones in the country, according to the report. Despite this, eMarketer predicts that smartphone users in India will spend 2 hours, 39 minutes daily with their handsets in 2018."
  • "Overall, the share of media consumption over digital mediums is estimated to touch 30.8% by the end of 2018, compared to just 17.9% in 2013. eMarketer, however, pointed out that although digital media usage is growing in India, traditional media consumption will continue to lead media consumption in the country."
  • "Television will account for 56.9% share of total media consumption among the adult population in India, equating to 2 hours, 36 minutes daily. Among the TV viewing population in India, the average time spent watching TV will reach 3 hours, 33 minutes in 2018, according to eMarketer’s estimates."
  • "Share of print media consumption is expected to drop to 6.6% by the end of 2018, from a higher share of 8.3% in 2013. The share of radio consumption will also shrink to 5.6% in 2018, from a higher 6.1% share in 2013, eMarketer said in its report."
  • "Overall, Indians will spend 4 hours, 34 minutes each day watching, streaming, reading and listening to media in 2018. This is an increase of 20 minutes when compared to 2017 levels and a significant jump from 2 hours, 52 minutes in 2013. By 2020, the total media consumption in India is expected to touch 5 hours, 10 minutes, eMarketer said."
Quotes
  • "With nearly 500 million internet users, a figure that is growing at a rate of 8%, India is one of the largest drivers of digital innovation across the world. India’s potential as a market for global media and entertainment sector is unprecedented, and a liberal investment environment is helping foreign players to enter the Indian market easily."
  • "Of the half a billion internet users, there are at least 180 million active online video viewers. In 2017, the OTT market in India was valued at 37 billion rupees. OTT market in India is expected to grow at 17.3% in the next five years. People have already begun to supplement TV viewing with multiple OTT platforms such as Amazon Prime and Netflix."
  • "India is a diverse country with more than 22 official languages. Content in these languages is set to grow at an unprecedented rate. By 2020, there will be more than 700 million smartphone users in India. More than 70% of revenue earned by the Indian music industry now comes from digital streaming."
  • "Telecom infrastructure is woefully outdated, and it will need to be updated and upgraded to handle the burgeoning internet traffic that is likely to arise from 700 million smartphone users by 2020. Sony has plans to attract 200 million users from various linguistic states of India, subverting the idea of homogeneous media consumption."
Quotes
  • "Indian media and entertainment (M&E) industry grew at a CAGR of 10.90 per cent from FY17-18; and is expected to grow at a CAGR of 13.10 per cent to touch Rs 2,660.20 billion (US$ 39.68 billion) by FY23 from Rs 1,436.00 billion (US$ 22.28 billion) in FY18."
  • " India's media consumption has grown at a CAGR of 9 per cent during 2012-18, almost nine times that of US and two times that of China. The industry provides employment to 3.5-4 million people, including both direct and indirect employment in CY 2017."
  • "India's online gaming industry is expected to grow at a CAGR of 22 per cent between FY18-23 to reach Rs 11,900 crore (US$ 1.68 billion) in FY23. India’s advertising revenue is projected to reach Rs 1,232.70 billion (US$ 18.39 billion) in FY23 from Rs 608.30 billion (US$ 9.44 billion) in FY18."
  • "The Foreign Direct Investment (FDI) inflows in the Information and Broadcasting (I&B) sector (including Print Media) in the period April 2000 – March 2019 stood at US$ 8.38 billion, as per data released by Department for Promotion of Industry and Internal Trade (DPIIT)."
  • "Dailyhunt, a regional language news aggregator run by Verse Innovation Pvt Ltd, will receive investment of US$ 60 million in a new funding round led by Goldman Sachs Investment Partners. As of September 2018, Twitter announced video content collaboration with 12 Indian partners for video highlights and live streaming of sports, entertainment and news."
  • "The Indian digital advertising industry is expected to grow at a Compound Annual Growth Rate (CAGR) of 32 per cent to reach Rs 18,986 crore (US$ 2.93 billion) by 2020, backed by affordable data and rising smartphone penetration. The Indian Media and Entertainment industry is on an impressive growth path. The industry is expected to grow at a much faster rate than the global average rate."
Quotes
  • "Digital population in India as of January 2018 (in millions): Active internet users 462 millions, Active mobile internet users 430.3 millions, Active social media users 250 millions and Active mobile social media users 230 millions."
  • "The introduction of the government’s Digital India initiative hand in hand with the increasing internet penetration over the recent years, resulted in the country’s digital population amounting to approximately 892.3 million active users as of January 2018."
  • " The traffic in the world’s second largest internet market at this stage was shared equally by broadband users and mobile internet users."
Quotes
  • "Survey of 4,150 16-75-year-olds reveals UK smartphone owners’ device usage habits; 85% of respondents – 41 million people – now own or have access to a smartphone; More than half admit to using their phone while walking; 4.5 million while crossing the road; More than half (58%) of smartphone owners watch at least one form of video content on their smartphones every week. In 2012, the proportion was just 18%."
  • "Quarter of 16-19-year-olds respond to messages they receive in the middle of the night; 55-75-year-old ‘silver swipers’ are the fastest-growing adopters of smartphones. For the first time, this year’s research has captured smartphone owners’ self-awareness of their device usage. Two-fifths (38%) of respondents believe that they are using their phone too much –around 15.5 million people. "
  • "More than half (53%) of 16-75-year-olds in the UK use their smartphones while walking - the equivalent of around 22 million* people - according to the latest research from Deloitte. For younger consumers aged 16-24, the proportion rises to 74%. Worryingly, more than 4.5 million people (11% of respondents) also admit to using their smartphones while crossing the road. This proportion almost doubles for 16-24-year-olds (21%)."
  • "Deloitte’s research shows that the UK’s continued love of smartphones continues to affect almost every aspect of daily life, including night-time. Among 16-19-year-olds, two-thirds (66%) check their phones in the middle of the night, double that of all UK respondents (33%). More than a quarter of ‘screenagers’ (26%) actively respond to messages they receive after falling asleep at night."
  • "More than a third (34%) of respondents look at their smartphones within five minutes of waking, and over half (55%) do so within a quarter of an hour. At the end of the day, more than three-quarters (79%) check their smartphones within the last hour before going to sleep. Longer video content, such as films and TV shows, is viewed weekly by 15% of all respondents, with a fifth of 16-19-year-olds doing so on a daily basis."
  • "Short videos, live posts and stories are watched by 17% of respondents daily, and skews much higher among younger age groups: 54% of 16-19-year-olds watch short form on smartphones at least once a day, and a further 25% do so at least weekly."
Quotes
  • "Since the launch of the BBC iPlayer and the iPhone in 2007: – Smartphones have become the most popular internet-connected device (78% of UK adults use one). – Ownership of tablets (58% of UK households) and games consoles (44% of UK adults) has plateaued in the last three years. – Smart TVs were in 42% of households in 2017, up from 5% in 2012. "
  • "One in five households (20%) has wearable tech (smart watches, fitness trackers). Mobile phones and TVs are the only communications devices with near universal reach in the UK (96% and 95% of households). Nine in ten people watched TV every week in 2017, for an average of 3 hours 23 minutes a day. "
  • "This is nine minutes less than in 2016 and down across all age groups under the age of 65. Those aged 55+ accounted for more than half of all viewing in the UK. Programmes attracting audiences greater than 8 million have halved in the past three years."
  • "More than half (50.9%) of all radio listening is now digital, mainly due to growth in listening through DAB. Radio revenue was up to £1.3bn, the highest level in the last five years. 13% of UK households used a smart speaker in 2018; three-quarters of these were Amazon devices. Podcast listening is growing: one in four people have done this at least once in the past year."
  • "Nine in ten people had access to the internet in the home in 2018. The majority (62%) of time spent on the internet was on mobile devices, and mobile advertising made up 45% of online advertising in 2017. BBC website visitor numbers overtook those of Amazon in the UK in 2018. The BBC had the third-highest number of users after Google and Facebook."
  • "Data use continued to increase - UK consumers used an average of 190 GB per fixed broadband line in June 2017 (up from 132 GB in June 2016) and 1.9 GB per active mobile subscription in 2017 (up from 1.3 GB). The number of ADSL (copper) fixed broadband connections was overtaken by fibre connections in 2017."