While we are a nation of many cities, media consumption in rural areas is much lower, unlike many other consumption categories. For those specifically targeting woman consumers, TV reaches million women in rural India, while current digital rural penetration stands at a mere 15 million women.
Further, as the industry matures into the digital age, improved monetization and measurement will help in the industry gaining a fair value for the vast platform it provides, and enable it to invest in new content and talent. As literacy takes root across the country, print will retain its space even as regional print grows.
Customized Content Creates Demand A drastic shift across the board is needed to drive up current media consumption levels, to match global benchmarks.
In the five years between andIndians who preferred consuming media in their own language rose from 42 million to million.
This year, distributors will look to innovate the way they create, bundle, and disseminate that content, while exploring new revenue models.
Television still has the deepest penetration throughout India. India and Its New Media Consumption Habit By: Alok Jha, Managing Director, CyberPlat India The manner in which we consume news and entertainment has transformed radically over the past decade, creating both challenges and opportunities for traditional broadcasters.
This disparate pattern of media consumption leads us to ask whether the creation of micro-clusters to target content could unlock growth. However, Internet connectivity, especially on mobile phones, can overcome this challenge to help catapult rural consumption to urban levels and beyond.
With better phone features, 3G and 4G penetration, reduced rates of data packs, the digital reach will increase in rural India as well. This phenomenon, in no small measure, is because of affordable mobile data plans called Jio, offered by the mobile network operator Reliance.
India is rapidly moving away from consuming content through traditional media — like television and radio, and gravitating towards digital media — including their smart phones, web channels and even paid streaming and on-demand OTT — Over The Top outlets.
But which medium is the one with the widest reach today?