One in Four Indians Uses Only a Mobile for Content, Ditching TV

A recent Kantar survey indicates a significant shift in Indian media consumption, with 23% of respondents relying solely on mobile phones for entertainment and media content in Q1 2025, a substantial increase from 15% in Q1 2023. This trend highlights the growing importance of mobile-first strategies for companies like Netflix and Starlink seeking to expand in the Indian market, as traditional television viewership declines.

Analysis

A recent Kantar Media Compass report reveals a significant shift in Indian media consumption habits, with the proportion of individuals using only mobile phones for entertainment and media content surging to 23% in the March quarter of 2025, a substantial increase from 15% in the same period in 2023. This 8 percentage point rise over two years, based on a survey of 87,000 Indians, underscores a rapidly accelerating trend towards mobile-first content engagement in the world's largest consumer market. This development carries considerable implications for media companies, particularly international players like Netflix Inc. (NFLX), which are seeking growth in India. The strong positive sentiment associated with this trend for Netflix (ticker sentiment 0.75) suggests that the market views this shift as an opportunity for companies well-positioned to capitalize on mobile-centric consumption patterns, as traditional television viewership faces increasing pressure.

Key Decisions for Investors

• Investors should evaluate companies in the media and entertainment sector, such as Netflix (NFLX), based on the strength and adaptability of their mobile-first strategies in emerging markets like India, given the pronounced shift towards mobile-only content consumption.
• It is advisable to monitor subsequent reports on digital adoption and media consumption trends in India to assess the continued pace of this transition and its impact on customer acquisition and engagement for digital media providers.
• Consider that companies prioritizing investments in mobile user experience, data-efficient streaming technologies, and locally relevant mobile-first content are likely to gain a competitive advantage and capture market share in the rapidly evolving Indian media landscape.