In India, TV will account for more than half of daily media consumption

India’s internet consumption on mobile is the second largest in the world. Mary Meeker 2017’s report showcases India as an emerging Internet superpower, even though only 27% of the country’s population has access to internet right now.

According to the latest forecast by eMarketer, digital will take up nearly a third of daily media time in India. This year, the average adult will spend an estimated 1 hour 18 minutes per day with digital media. Total time spent with media among the adult population in the country will grow by 5.1% in 2017.

The same report also estimates that growth, which has centered on rural populations, will continue to be fueled by inexpensive mobile devices and affordable data plans. Adults in India are expected to spend 34 minutes with smartphones in 2017, an increase of 23.1% from the previous year.

In India, TV will account for 55.3%, or 2 hours 11 minutes, of daily time spent with all major media—digital or otherwise. Digital video from over-the-top (OTT) platforms has yet to establish a presence in the country but it has seen a massive increase in the audience with brands like Hootstar, Amazon Prime and ALT Digital expanding their content.

According to television industry measurement group Broadcast Audience Research Council India (BARC India), obstacles include expensive data, inconsistent bandwidth and a lack of content to reach speakers of the many languages and dialects in India.

In 2017, daily TV time is expected to grow, especially in rural areas, on the strength of news coverage and sports broadcasts of cricket and soccer.