![A New Study, ‘The Content Shift’ Reveals Significance of diversity & inclusivity in Content Consumption A New Study, ‘The Content Shift’ Reveals Significance of diversity & inclusivity in Content Consumption](https://pimwp.s3-accelerate.amazonaws.com/2024/07/Untitled-design-2024-07-26T175342.239-696x392.jpg)
In India, there have been significant changes in content consumption patterns across generations and regions, according to a comprehensive new report from ETBrandEquity.com and Havas Play – the specialised sports, content, and entertainment arm of advertising conglomerate Havas India. Based on extensive primary research, the Brand World Summit 2024 report titled ‘The Content Shift – Navigating Diversity and Inclusivity in the Modern Content Landscape’ highlights the evolving digital landscape and changing preferences shaping the content ecosystem following the COVID-19 pandemic.
The key findings reveal that while content preferences may vary by generation, native language, and time of day, content consumption is growing across all age segments.
The research study examines content consumption from various perspectives, including Internet use cases for Indians, the trend of short-format videos, content innovation, and content commercialisation. Here are some of the interesting findings:
-
Today, TV (26%) and social media websites (21%) are neck and neck as the main sources of news.
-
WhatsApp (74%) has emerged as the most popular social media platform, followed closely by Instagram (72%), Facebook (70%), and YouTube (67%).
-
A high proportion of Indians prefer streaming music (85%) over radio (70%), reflecting a trend towards personalised and on-demand content.
-
YouTube (53%) emerges as the top service to listen to music, followed by Spotify (42%). However, Spotify (41%) is the most preferred service to listen to podcasts.
-
YouTube (53%) remains the preferred video streaming service for over half of Indians, followed by Disney+ Hotstar (46%).
-
Gen Z’s browsing frequency is lower compared to Gen X and millennials, due to their preference for quick, visual, and interactive platforms like Instagram and Snapchat, which encourage short bursts of content.
-
Gen X shows the highest affinity for discovering new content through social media ads (68%) and Google Search (62%) – higher than any other cohort.