Digital Media Leads With 32% Of Total Media Revenue: Report

Digital media has surpassed traditional media such as television, capturing 32 per cent of India's media revenues of Rs 802 billion in the calendar year 2024, according to a report by Elara Capital.

- TBG NETWORK

The reason behind the shift is that Indians spend five hours a day, or 29 per cent of the day, on mobile, which is attracting advertisers to digital mediums.

The report added that digital ads are highly effective; 69 per cent of mobile users spend time on media (entertainment and social).

It adds that brands are tracking the success of digital ads, as 67 per cent of digital ad revenue comes from 'Search and Social'. Conversation, which is the core purpose of mobile phones, has reduced to merely 22 per cent of the total time spent.