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Why mobile ads rile
Financial Express Pune
|February 11, 2026
DIGITAL TRANSFORMATION IN India has come to a crucial turning point.
In FY25, the share of digital ads was about 44-46% of total media spending, thus surpassing television and solidifying its position as the most powerful medium.The factors that led to this growth include the short-format video, e-commerce integrations, and the use of sophisticated targeting technologies. However, a new trend is revealed. Although consumers are glued to their mobile screens, the limit they set for digital advertising is declining.
Arecent study by the R K SWAMY Centre revealed that 93% of respondents watch videos on their mobile phones, spending an average of 2.17 hours a day. The younger consumers are the ones watching the most and the habit of consuming mobile-first entertainment has taken over. Moreover, video content gets distributed through peer-to-peer sharing on WhatsApp, making mobile video not only a viewing habit but a social habit.
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