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News in the Times of Digital - Indian Media Trends

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MSL
MSL

The way India consumes news is changing in this digital age. 20:20 MSL's media trends infographic assesses Print v/s Online media consumption and how communications professionals can choose the right media mix through a structured approach. Connect with our insights experts or share your feedback with us on Twitter @2020MSL and @msl_group.

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NEWS IN THE TIMES OF DIGITAL Print v/s Online more than 5 Mn TOI/ HT/ Hindu/ Dainik Jagran/ Dainik Bhaskar/ Amar Ujala/ Hindustan/ Rajasthan Patrika/ Deccan Chronicle Buzzfeed/ Scoopwhoop more than 200 Mn Monthly Circulation/ Visits Daily Circulation/ Visits Online more than 1 Mn Economic Times/ Indian Express/ DNA/ Navbharat Times The Times of India/ Techcrunch/ NDTV/ Economic Times/ Indian Express/ The Hindu/ DailyHunt/ Flipboard/Inshorts/ Indiatimes/ India.com more than 100 Mn more than 500 K Financial Express/ Business Standard/ Hindu Business Line/ Mint/ Asian Age/ Mid Day Hindustan Times/ India Today/ Quartz/ Firstpostmore than 50 Mn -more than 100 K Live Mint/ Financial Express/ Business Standard/ Huffington Post/ Scroll/Quint/ BGR/ Tech2/ Digit/ Miss Malini/ YourStory/ Logical Indian/ ABPLive/ Zee News/ Aajtak/ Mashable/ AmarUjala/ Deccan Chronicle more than 1 Mn -more than 50 K The Wire/ DailyO/ Factor Daily/ Inc42/more than 500 K Top 5 Print - English Readers 7.6 Mn 4.5 Mn 1.6 Mn 1.2 Mn 1 Mn India Demographics Approximately half of India’s 1.2 billion people are under the age of 26, and by 2020, it is forecast to be the youngest country in the world, with a median age of 29. 1.2 Bn 20% of the world’s working-age population will live in India by 2025. 20% 250 million people are set to join India’s workforce by 2030, the offshoot of which will result in increased disposable incomes and conspicuous consumption. 250 Mn Source: Thomson Reuters Internet usage in India is soaring. It took 2 decades for the first 200 million internet users to come online. 200 Mn Media consumption is moving online - The average consumer spends 3 - 5 hours a day with media 3-5 hrs/day Mobile devices considered popular means of consuming digital media with 80% people using internet on smart phones compared to 20% using PC or laptops. 80% people Vernacular content is on the rise and is expected to grow from 45% to 60% 45% to 60% The number of connected users is estimated to be over 500 million & by 2018 - a large proportion of Indian internet users will show the following demographic features: • They will be older - 40% to 54% • They will be more rural - 25% to 50% users will be from rural towns and villages • They will include more women - 25% to 35% users will be women 500 Mn by 2018 Source: BCG PerspectivesNote: Figures cited refer to 2013- 2018 The face of the changing Indian consumers Top 5 Print - Language Readers 16.6 Mn 14.6 Mn 13.8 Mn 8.8 Mn 8.3 Mn Top 5 Online News Websites Visitors 94.1 Mn 89.7 Mn 51.6 Mn 41.4 Mn 30.4 Mn Source: IRS 2012-16 Source: SimilarWeb
Top key trends for digital consumption Statistics and data will be a crucial component of news in 2017, Rise in data journalism, multi-dimensional storytelling formats and a surge of Integrated newsrooms which seamlessly integrates all the elements of a story that may be required for digital, social, TV, Radio print. 25% Surge in vernacular content in 2017 as Smartphone penetration is poised to grow 10x by 2020. Be prepared to see the launch of more vernacular based news apps or aggregators like Daily Hunt and Khabar Lahariya. Dynamic listicles - short-form explanatory writing using a list as its structure will gain prominence. Real time fact checking through digital tools, will be an urgent necessity post the debate on Fake news in the US presidential elections 2016. Launch of more niche networks and niche-focused digital magazines in 2017. India Trends Defining today’s audience Digital: 16-30 yearsAnalogue: above 45 years Analogue+digital: 30-45 years Source: EY Report How do we as communications professionals choose our media mix Different devices/formats of media consumption used by people across different day parts, with the size of the circles depicting the time spent during the day part Different devices/formats DIGITAL LINEAR Desktop 20-30% NewspaperSmartphone 70-75% Tablet 70-75% TV BREAKFAST COMMUTE WORK LUNCH WORK COMMUTE SOFA BED Choosing my media mix - structuring the approach is the most important TARGET AUDIENCE CHANNEL MESSAGE IDENTIFICATION Source: EY Report Personalised content: Use of smaller screens on personal devices will fuel ‘personal escapism’ or watching content individually, with 45% of all content consumed expected to be on the small screen by 2020. Short form and snackable content is primarily driving the growth in consumption of digital media. The average length of video viewed in India is less than 20 minutes, with short form content constituting 62% of all content consumed on YouTube. Era of multiple screens. While television serves as the primary screen currently, we are entering an era where all screens will work seamlessly together. Rise of rural consumers: Indian consumers prefer vernacular and regional language content with 93% of the time spent on videos in Hindi and other regional languages. New over-the-top video offerings from, Hotstar, Netflix, Amazon Prime and others are likely to further fragment the space, and will further drive mobile viewing. Social media will also continue to grow as Snapchat, Facebook, Twitter and others add new services.

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News in the Times of Digital - Indian Media Trends

  • 1. NEWS IN THE TIMES OF DIGITAL Print v/s Online more than 5 Mn TOI/ HT/ Hindu/ Dainik Jagran/ Dainik Bhaskar/ Amar Ujala/ Hindustan/ Rajasthan Patrika/ Deccan Chronicle Buzzfeed/ Scoopwhoop more than 200 Mn Monthly Circulation/ Visits Daily Circulation/ Visits Online more than 1 Mn Economic Times/ Indian Express/ DNA/ Navbharat Times The Times of India/ Techcrunch/ NDTV/ Economic Times/ Indian Express/ The Hindu/ DailyHunt/ Flipboard/Inshorts/ Indiatimes/ India.com more than 100 Mn more than 500 K Financial Express/ Business Standard/ Hindu Business Line/ Mint/ Asian Age/ Mid Day Hindustan Times/ India Today/ Quartz/ Firstpostmore than 50 Mn -more than 100 K Live Mint/ Financial Express/ Business Standard/ Huffington Post/ Scroll/Quint/ BGR/ Tech2/ Digit/ Miss Malini/ YourStory/ Logical Indian/ ABPLive/ Zee News/ Aajtak/ Mashable/ AmarUjala/ Deccan Chronicle more than 1 Mn -more than 50 K The Wire/ DailyO/ Factor Daily/ Inc42/more than 500 K Top 5 Print - English Readers 7.6 Mn 4.5 Mn 1.6 Mn 1.2 Mn 1 Mn India Demographics Approximately half of India’s 1.2 billion people are under the age of 26, and by 2020, it is forecast to be the youngest country in the world, with a median age of 29. 1.2 Bn 20% of the world’s working-age population will live in India by 2025. 20% 250 million people are set to join India’s workforce by 2030, the offshoot of which will result in increased disposable incomes and conspicuous consumption. 250 Mn Source: Thomson Reuters Internet usage in India is soaring. It took 2 decades for the first 200 million internet users to come online. 200 Mn Media consumption is moving online - The average consumer spends 3 - 5 hours a day with media 3-5 hrs/day Mobile devices considered popular means of consuming digital media with 80% people using internet on smart phones compared to 20% using PC or laptops. 80% people Vernacular content is on the rise and is expected to grow from 45% to 60% 45% to 60% The number of connected users is estimated to be over 500 million & by 2018 - a large proportion of Indian internet users will show the following demographic features: • They will be older - 40% to 54% • They will be more rural - 25% to 50% users will be from rural towns and villages • They will include more women - 25% to 35% users will be women 500 Mn by 2018 Source: BCG PerspectivesNote: Figures cited refer to 2013- 2018 The face of the changing Indian consumers Top 5 Print - Language Readers 16.6 Mn 14.6 Mn 13.8 Mn 8.8 Mn 8.3 Mn Top 5 Online News Websites Visitors 94.1 Mn 89.7 Mn 51.6 Mn 41.4 Mn 30.4 Mn Source: IRS 2012-16 Source: SimilarWeb
  • 2. Top key trends for digital consumption Statistics and data will be a crucial component of news in 2017, Rise in data journalism, multi-dimensional storytelling formats and a surge of Integrated newsrooms which seamlessly integrates all the elements of a story that may be required for digital, social, TV, Radio print. 25% Surge in vernacular content in 2017 as Smartphone penetration is poised to grow 10x by 2020. Be prepared to see the launch of more vernacular based news apps or aggregators like Daily Hunt and Khabar Lahariya. Dynamic listicles - short-form explanatory writing using a list as its structure will gain prominence. Real time fact checking through digital tools, will be an urgent necessity post the debate on Fake news in the US presidential elections 2016. Launch of more niche networks and niche-focused digital magazines in 2017. India Trends Defining today’s audience Digital: 16-30 yearsAnalogue: above 45 years Analogue+digital: 30-45 years Source: EY Report How do we as communications professionals choose our media mix Different devices/formats of media consumption used by people across different day parts, with the size of the circles depicting the time spent during the day part Different devices/formats DIGITAL LINEAR Desktop 20-30% NewspaperSmartphone 70-75% Tablet 70-75% TV BREAKFAST COMMUTE WORK LUNCH WORK COMMUTE SOFA BED Choosing my media mix - structuring the approach is the most important TARGET AUDIENCE CHANNEL MESSAGE IDENTIFICATION Source: EY Report Personalised content: Use of smaller screens on personal devices will fuel ‘personal escapism’ or watching content individually, with 45% of all content consumed expected to be on the small screen by 2020. Short form and snackable content is primarily driving the growth in consumption of digital media. The average length of video viewed in India is less than 20 minutes, with short form content constituting 62% of all content consumed on YouTube. Era of multiple screens. While television serves as the primary screen currently, we are entering an era where all screens will work seamlessly together. Rise of rural consumers: Indian consumers prefer vernacular and regional language content with 93% of the time spent on videos in Hindi and other regional languages. New over-the-top video offerings from, Hotstar, Netflix, Amazon Prime and others are likely to further fragment the space, and will further drive mobile viewing. Social media will also continue to grow as Snapchat, Facebook, Twitter and others add new services.