TV consumption surges among younger audiences, records over 7% growth

TV consumption surged considerably among younger audiences compared to older demographics, with a 7.1% increase among individuals aged 15-21 and a 7.2% rise among those aged 22-30 compared to the previous year, a recent report revealed.

Indian viewers collectively dedicated an additional 53 minutes per week to watching television compared to the previous year, reflecting sustained interest and engagement with the medium.

The Indian Broadcasting and Digital Foundation (IBDF) report highlights the flourishing state of Indian television, indicating a substantial 5.1% growth in year-to-date (YTD) data for FY’24.

This surge underscores television’s lasting allure in the digital age, firmly establishing it as the primary medium for content consumption among the diverse Indian audience.

A noteworthy trend revealed in the report is the substantial contribution of women, constituting 59% of the overall growth in TV consumption.

This data emphasizes the vital role that women play as both consumers and influencers, actively shaping the evolving landscape of television consumption trends.

Additionally, the report identifies a 7% increase in paid consumption, with 5.8 million households making the transition from free-to-air (FTA) to paid channels.

Ingrained in the cultural landscape of India, television remains a formidable unifying force, bringing families together. The report states a colossal 70% penetration, signifying its widespread influence, with ample headroom for further growth, equivalent to approximately 90 million households.

This surge in TV consumption transcends specific regions or language segments, reaching the majority of language markets and encompassing 87% of the Indian TV population. This widespread phenomenon showcases the diverse linguistic landscape of television viewership, emphasizing its prevalence and acceptance across various demographics.

According to K. Madhavan, the president of IBDF, this remarkable increase in television viewership positions India among select global markets experiencing continuous growth in television, even amid the rapid expansion of digital media.

“In today’s ‘AND’ world, where digital media excels in precise targeting and immediate rewards, television maintains its distinct advantage in the realm of long-term brand building. Television creates compelling stories that deeply connect with its audience, building trust and leaving an indelible mark across age groups,” Madhavan said.

The upward trend is evident across various socio-economic segments, denoted by NCCS A, B, C, DE, and diverse town categories, encompassing metros, large cities, smaller towns, and rural areas. This showcases television’s ability to captivate audiences across diverse backgrounds and geographical settings.