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The Godrej Food Trends Report 2024 curated by Godrej Vikhroli Cucina revealed that out of the total 1,945 kgs of waste generated at L’affaire, 94.8 percent (1843.2 Kgs) was recycled, composted, reused, or donated, with the support of Skrap, the sustainability partner. 

Crafted with insights from over 190 hought leaders—including celebrity chefs, influential bloggers, and dedicated nutritionists—the report highlights the trends in sustainable food practices. 

Key Trends for World Environment Day 2024:

Supporting Local Farmers & Producers: Nearly 90 percent of the experts predict a surge in consumer interest in supporting local farmers and producers. This trend emphasizes the need for sustainable and ethically sourced food. As consumers become more aware of the environmental impact of their choices, they seek ways to contribute positively to their communities.
 
Adopting a Climatarian Diet: In 2024, approximately 75 percent of experts believe that people will increasingly adopt a climatarian diet. This dietary shift focuses on foods with a lower carbon footprint, promoting environmental sustainability. By making conscious choices, individuals can reduce their impact on the planet while enjoying delicious and nutritious meals.
 
Sustainable Packaging: The panel expects a strong demand for sustainable, eco-friendly packaging. With 71% of experts emphasizing this trend, it’s clear that consumers are becoming more environmentally conscious. Brands and manufacturers are responding by exploring innovative packaging solutions that minimize waste and promote a circular economy.
 
“World Environment Day serves as a powerful reminder of the impact our choices have on the planet. The trends highlighted in the Godrej Food Trends Report 2024, such as supporting local farmers, adopting a climatarian diet, and prioritizing sustainable packaging, are not just trends but necessary shifts towards a more sustainable future. By embracing these changes, we can make a significant difference in the health of our planet while enjoying a rich and varied culinary experience." says Rushina Munshaw Ghildiyal, Managing Director of a Perfect Bite Consulting and Editor of the annual Godrej Foods Trends Report.

75 percent experts believe that people will increasingly adopt a climatarian diet: Godrej Report

According to recent data from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker, India’s traditional PC market (inclusive of desktops, notebooks, and workstations) shipped 3.07 million units in 1Q2024, up 2.6% year-over-year (YoY).

The desktop and workstation categories grew by 10.1 percent YoY and 2.7 percent YoY, respectively, and notebooks declined by 1.7 percent YoY. Even with reduced demand for notebooks, premium notebooks (>US$1,000) grew by a healthy 21 percent YoY.

In 1Q2024, the consumer segment grew by 4.4% YoY due to low volumes in 1Q23 and some demand coming from e-tail channels during Republic Day sales in January. The commercial segment grew by 1.3% YoY on the back of 56.9% YoY growth in the government segment despite a decline in enterprise orders.

“The consumer segment had a third consecutive quarter of YoY growth. However, the demand softened from the high double-digit growth in the previous two quarters to under 5% growth. Vendors focused on clearing inventory, while a few vendors faced shipment delays leading to lower than expected sell-in,” said Bharath Shenoy, Research Manager, IDC India & South Asia.

Top 5 Company Highlights: 1Q24

HP Inc. led the market with a share of 30.1% in 1Q24 as it topped the charts in both commercial and consumer segments with shares of 32.4% and 26.9% respectively. HP continued to lead in both desktop and notebook categories with 28.9% and 30.4% shares respectively. However, its shipments declined by 8.8% YoY due to reduced enterprise orders and consumer shipment delays.

Dell Technologies was a distant second to HP Inc. with a share of 17.5% in 1Q2024. It, however, fared well in both commercial and consumer segments with a growth of 32.1% YoY and 20.7% YoY respectively. Dell had one of its best quarters in the commercial desktop category shipping 155k units, up 54% YoY, helped by government orders.

Acer Group stood third with a share of 15.4%. It did well in the commercial segment in both desktop and notebook categories, growing by 19.9% YoY and 32.0% YoY, respectively. Its consumer segment grew by 51.7% YoY, driven by good momentum in e-tail channels.

Lenovo stood fourth with a share of 15.1% and a decline of 1.3% YoY in 1Q2024. While it was second behind HP in the consumer segment with a share of 13.5%, it stood fourth in the commercial segment with a share of 16.3%. The vendor struggled in the government segment but fared well in the SMB segment, second behind HP with a share of 22%, growing by 9.4% YoY.

Asus held fifth position with a 5.9% share and a YoY decline of 8.3%. It stood second in the consumer notebook category ahead of Lenovo, with a share of 16.5%. The vendor focused on inventory correction in 1Q2024.

Commenting on the outlook, Navkendar Singh, Associate Vice President, Devices Research, IDC Asia/Pacific, said, “The PC Market in India is facing challenges in the commercial segment due to reduced PC procurement from the IT/ITES sector and global accounts which traditionally drive significant volumes. The market is expected to start recovering by the end of 2024 with refresh buying from the enterprise segment. The vendors have also fast-tracked the local assembly of commercial notebooks, which will help in reducing the imports in the next few quarters.”

India’s traditional PC market ships 3.07 million units in Q1 2024; up 2.6 percent YoY

After more than two years of decline, worldwide tablet shipments posted modest year-over-year growth of 0.5 percent in the first quarter of 2024 (1Q24), totaling 30.8 million units, according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker. The last time the market recorded growth was in the second quarter of 2021, after which shipments began to slow due to saturation. While macroeconomic issues persist, the rebound in shipments this quarter was driven by the start of a refresh cycle though long-term volumes are unlikely to match the surge seen during the pandemic. However, the shift towards premium tablets is a silver lining as consumers seek productivity-oriented devices.

1Q24 Company Highlights

Apple faced a bit of a lull last year due to the poor economy and the absence of new models and declined 8.5 percent year over year. The company has focused on clearing out inventory of older models prior to the expected launch of new models in 2Q24. Apple managed to hold the number 1 position with 9.9 million units shipped in 1Q24.

Samsung ranked second with shipments of 6.7 million units in 1Q24, which was a year-over-year decline of 5.8%. Promotions from competing brands in Europe and Asia/Pacific and the lack of new products held back Samsung's growth. However, the company is focused on improving its user experience by including AI capabilities in its latest products and focusing on premium products to capitalize on this year's replacement cycle.

Huawei retained the third position this quarter with year-over-year growth of 43.6% and shipments of 2.9 million units. The Chinese tech giant likely benefitted from the resurgence of its smartphone business and managed to grow its market share by 2.8 basis points compared to 1Q23.

Lenovo ranked fourth this quarter with year-over-year growth of 13.2%. Like many other vendors, Lenovo has been able to grow its detachable portfolio since the pandemic, with its Tab P series models driving shipments. However, slate tablets still represent nearly 80% of Lenovo's shipments.

Xiaomi retained its spot in the top 5 with impressive growth of 92.6% year over year and shipments reaching 1.8 million units. Outside of China, which is its largest market, Xiaomi grew by triple digits across almost all regions where it ships.

"The tablet market started showing signs of recovery in the first quarter. The real gains will come from the next refresh cycle, followed by growth within commercial segments as more tablets are used in the education sector and the gig economy," said Anuroopa Nataraj, senior research analyst with IDC's Mobility and Consumer Device Trackers. "However, these factors won't suffice as the attrition driven by competition from PCs and smartphones will contribute to a lackluster outlook for the tablet market. That said, there is potential upside driven by AI capabilities similar to what's expected in other device types."

Tablet shipments show signs of recovery; total 30.8 million units

Apple and Samsung dominated the top-10 best-selling smartphones list for Q1 2024, each capturing five positions and leaving no spot for other brands, according to Counterpoint Research’s Global Monthly Handset Model Sales Tracker. This was the first quarter in which the top 10 smartphones were all 5G capable. Besides, the trend towards premiumization was evident, with 7 of the top 10 smartphones being premium (wholesale price at $600 and above).

Apple’s iPhone 15 Pro Max was the best-selling smartphone of Q1 2024. Notably, the Pro Max variant achieved the top position for the first time in Apple’s non-seasonal quarter, reflecting an increasing trend of consumer preference for high-end smartphones. All four iPhone 15 variants and the iPhone 14 were among the top 10 bestsellers. Further, the iPhone 15 line-up secured the top three spots.

The growing popularity of the Apple Pro line-up was evident, as it captured half of Apple’s total sales in Q1 2024, a significant increase from 24% in Q1 2020. The Pro iPhones have become the major revenue drivers for Apple, contributing over 60% of its sales value in Q1 2024. The Pro line-up offers substantial upgrades and significant enhancements over the base models. This strategic move has proven successful, as consumers are willing to pay for premium features. The Pro line-up’s features include an innovative dynamic island interface, more advanced chipsets, ultra-smooth displays, titanium chassis and a telephoto camera. The iPhone 15 Pro Max performed well despite its first price increase since the launch of the Pro series in 2019, indicating a strong consumer desire for the extra features the Pro line offers.

Samsung’s Galaxy S24 series secured two spots in the top 10 for Q1 2024, with its Ultra variant ranking fifth and the base variant coming in ninth. The strong performance of the S24 series can be attributed to Samsung’s early refresh of the series, and its efforts in generative AI (GenAI) technology. The S24 series was the first to reach the market with GenAI features and capabilities, allowing users to create unique content and experience a new level of interaction with their smartphones.

Consumers are holding onto their smartphones for longer periods because upgrades are offering limited differentiation in features. This leads consumers to opt for high-end smartphones to ensure their devices remain technologically relevant for a longer duration. Going forward, we expect the top 10 best-selling smartphones to capture a larger share of total smartphone sales as OEMs are focusing on leaner portfolios with premium features, including GenAI.

Apple and Samsung dominate top-10 best-selling smartphones list for Q1 2024: Report

India’s smartphone shipments in Q1 2024 (January-March) grew 8% YoY in terms of volume and 18% in terms of value, according to the latest research from Counterpoint’s Monthly India Smartphone Tracker. Volume growth was primarily driven by healthy inventory levels and the low base of Q1 2023. Value growth was driven by the ongoing premiumization trend and new launches during the quarter, such as the Samsung Galaxy S24 and OnePlus 12 series. The premium segment (>INR 30,000) reached 20% volume share, its highest ever, and 51% value share of the overall Indian smartphone market in Q1 2024.

Commenting on the market value dynamics, Senior Research Analyst Shilpi Jain said, “During the quarter, India’s smartphone market reached its highest ever Q1 value. The growth was driven by the strengthening trend of premiumization, with consumers upgrading to higher-value smartphones across price tiers. According to Counterpoint’s Consumer Lens survey, more than one-third of mid-tier consumers are willing to upgrade to the premium segment. Factors driving this trend include affordable financing schemes, better value for trade-ins, and bundled schemes, along with the demand for top-tier features such as AI, gaming, and imaging enhancements.

With a one-fourth share, Samsung led the market in terms of value. Also, at ~$425, Samsung’s ASP was its highest ever, driven by its leading position in the >INR 20,000 segment. This can be attributed to a stronger mix of its newly launched Galaxy S24 series due to its features such as GenAI, and the newly revamped A series, along with the increasing popularity of Samsung’s financing schemes. Apple also had a record quarter in India in terms of value, leading the premium segment both in value and volume terms, driven by the latest iPhone 15 series, especially in offline channels.

Commenting on the market dynamics, Research Analyst Shubham Singh said, “The onset of 2024 brought a promising start for OEMs, with better inventory levels allowing them to fill channels with multiple new launches. However, sales were less than expected due to a drop in retail footfalls and a section of consumers cutting down on discretionary spending.

During the quarter, vivo captured the top spot by volume for the first time ever, with a 19% share driven by its 5G leadership and CMF (Color, Material, Finish) positioning, along with strong imaging capabilities. Key OEMs focused on diversifying their channel strategies during the quarter, which led to growth in shipments in offline channels, with inventory building up by the end of the quarter.”

Other key trends

India’s smartphone market is expected to grow in single digits in 2024, driven by strong premiumization, 5G adoption and post-COVID upgrades.
In Q1 2024, India’s 5G smartphone shipments captured their highest ever share of 71%.

MediaTek led India’s smartphone chipset market with 53% share, Qualcomm leads the premium segment with 35% share.

During Q1 2024, the offline share reached 64%, marking the highest quarterly post-COVID figure.

India smartphone market volume up 8 percent YoY; Value up 18 percent YoY

As India gears up for soaring temperatures this summer, consumer durables are poised to witness a significant surge in demand, fueling a robust economy. Forecasts by the India Meteorological Department (IMD) indicate above-normal maximum temperatures from April to June, coupled with heightened heatwave days in various regions across the country, according to eports.

Major players in the fast-moving consumer goods (FMCG) and consumer durables sectors are optimistic about a resurgence in sales following last year's subdued performance due to unseasonal rains. With the mercury rising, essential commodities such as air conditioners, refrigerators, and fans are rapidly disappearing from store shelves, signaling a bustling market landscape.

Leading the charge is Voltas, a prominent consumer durables company, which reported an impressive 30 percent year-on-year revenue growth in Q3FY24, totaling Rs 2,625.72 crore. The surge in revenue is primarily attributed to a substantial increase in air conditioner sales, with over 2 million units sold in FY24 alone, marking a record high for AC sales in India.

Similarly, Blue Star, another key player in the white goods industry, witnessed a remarkable 25% revenue surge during the same period. Anticipating further growth, the company expects a 25% increase in residential AC sales in Q1FY25, the peak season for such purchases.

According to Blue Star's Managing Director, B Thiagarajan, the Indian commercial refrigeration market is poised to double to Rs 10,000 crore within four years. As per CNBC-TV18, he emphasised the crucial role of integrated cold chain infrastructure in driving the growth of commercial refrigeration, underscoring Blue Star's aim to maintain its 35% market share in the segment.

Thiagarajan highlighted the significance of the upcoming summer season for the industry, likening it to Diwali in terms of sales. He further expressed optimism about the current season, citing predictions of harsh weather conditions and robust demand. Dealers have reportedly stocked up well in anticipation of heightened demand.

The government's Production Linked Incentive (PLI) scheme for white goods, initiated in November 2021, has played a pivotal role in boosting domestic manufacturing. With 42 companies selected under the scheme, investments totaling Rs 4,614 crore have been made to enhance AC and LED component manufacturing, significantly increasing domestic value addition for air conditioners.

As the summer unfolds, industry experts anticipate sustained growth in the consumer durables sector, propelled by favorable weather conditions and government incentives, heralding a promising trajectory for the industry in the foreseeable future.

Consumer durables to witness a significant surge in harsh summer

From the perspective of diversity and inclusiveness, with gender being most basic dimension, seven broad patterns emerge in the report "Mainstreaming Diversity & Inclusiveness in Indian Advertising" by The Advertising Standards Council of India (ASCI) and the UN Women Convened Unstereotype Alliance (UA) developed in partnership with Kantar.

No representation of women: They are not a part of the narrative; or in some cases, they are used as background props.

Regressive codes: There is low representation of women in the ads with low control over their lives and the narrative. Such ads portray negative stereotypes around women patronizing them, objectifying the body, and using them for the male gaze. Showcasing them as uninformed, helpless, and ignorant characters.

From the perspective of diversity and inclusiveness, with gender being most basic dimension, seven broad patterns emerge -

Status quo codes: There is equal representation of women, however, they do not own the narrative. The story is from the point of view of the family or child, lacks perspective and agency. Not a regressive portrayal of women, but in traditional roles and characters.

Ex- associated with the kitchen, worrying about the child, taking care of the house.

Status quo codes but moving towards progress: Narratives which have equal representation of women. They own the narrative and characterization is content
and contemporary. While her physical appearance and tonality cues progressiveness, stories do not have progressive outlook.

New normal Slice of Life: Narratives celebrating the new normal slice of life. Exchange of traditional gender roles rejecting a more progressive theme. It brings in a fresh perspective. Most advertisements are from the woman’s point of view, and they are shown to have control over their lives. They have strong and meaningful character portrayal.

Firebrand/Progressive codes: Challenge regressive / conventional values and behaviors. They provoke conversations and encourage new behaviors.

Beyond gender codes: Social change conversations around humanitarian issues which move beyond gender portrayal. They speak about inclusion, a larger social cause and challenging the regressive and stereotypical cultural and religious norms which still exist.

In the recent years, there is a rise in advertisements that normalize positive gender roles for men and women. One sees men engaging in activities such as washing utensils, doing laundry, and in the kitchen. Moving ahead from rising questions on sharing the load, brands have started to celebrate the progressive gender roles and portrayals. We see women advocating technology and financial products & services, automobiles and asserting their agency. And all these without fuss.

Out of 186 new ads released on TV in the month of October that featured women, nearly every other ad featured them in a progressive narrative where they were in control of the narrative, and/or part of stories that celebrated the new normal slice of life wherein roles within a home are gender agnostic.

Brands have started to celebrate the progressive gender roles and portrayals: Report

In a country as diverse and multi-cultural as India, advertising that caters to this diverse population is surprising flat in its representation. There is low representation of various regional or ethnic groups, different body types, skin colours, and age-groups, and almost a negligible representation of the LGBTQI community, or of people with disabilities. Some of these representations are missing even in regional advertising. On a positive note, there is a positive trend in representation of women, although the quality of representation still has some catching up to do.

These findings are part of an updated report titled "Mainstreaming Diversity & Inclusiveness in Indian Advertising" by The Advertising Standards Council of India (ASCI) and the UN Women Convened Unstereotype Alliance (UA). Developed in partnership with Kantar, a global leader in brand research, this comprehensive study delves into the realm of diversity and inclusion (D&I) within Indian advertising, shedding light on evolving trends, challenges, and opportunities.

The study scrutinised over 261 ads in 13 languages, and mapped them on 8 dimensions of Age, Gender, Sexual orientation, Race/ethnicity, Physical appearance, Social class, Disabilities, and Religion. It noted that Indian ads are doing well on the gender dimension, but are weak on other aspects.

Report Highlights

Analysis of Indian ads by Kantar's Link™ Evaluation Framework indicates a steady increase in female representation, with 45% of commercials featuring women alone, surpassing the global average of 25%. Within the depiction of men and women, women characters are more stereotyped and shown as fair and lean versus men. Portrayal of women is also anchored to care-giving, and that of men to authority.

The report noted that less than 1 percent of the ads featured members of the LGBTQIA community or people with disabilities. About 4 percent of the ads featured older people above 65 years of age.

In contrast to many other markets, India is a distance away in terms of celebrating the inherent diversity in its ethnicity and skin colour. Only 3% of Indian ads had representation from ethnic groups vs. the global average of 19 percent, and only 4 percent showed diversity of skin tone vs. the global average of 27 percent.

The study uses the Progressive Unstereotype Metric (PUM) to measure consumer responses to representation in advertising. PUM measures consumers response as to whether the way people are presented in the ad represents a modern and progressive view of society. Global studies have shown that positive PUM results in higher brand affinity and intent to purchase. 

Manisha Kapoor, CEO and Secretary-General, ASCI, said, “Progressive advertising works better for society and for brands. Ads that are stuck in stereotypical depictions are missing a trick in connecting with India’s diverse consumer base. Collaborating with the Unstereotype Alliance and other partners, ASCI is committed to guiding and supporting the industry in achieving wider D&I representation.”

Susan Ferguson, Country Representative, UN Women India, said, “As conveners of the Unstereotype Alliance India National Chapter, we are dedicated to fostering inclusivity within the advertising landscape. Over the past two years, our alliance has brought together brands, organizations, and individuals committed to leveraging advertising and media to drive a cultural shift towards diversity and inclusion. We are proud of our collective efforts to dismantle stereotypes and champion a more inclusive advertising industry.”

Soumya Mohanty, MD & CCO- South Asia, Insights Division, Kantar, said, “We are proud to partner with ASCI and the Unstereotype Alliance in shedding light on the evolving landscape of diversity and inclusion in Indian advertising. Through our research and insights, we aim to drive a more inclusive and representative industry that resonates with diverse audiences."

Less than 1 percent of ads feature members of the LGBTQIA community or people with disabilities: Report

Razorpay analyzed over a billion transactions processed on its platform between April 1, 2023 and March 31, 2024 to know the spending habits of Indians.
Reflecting on the trends, Shashank Kumar, MD & Co-founder, Razorpay said, "Indian consumers are evolving rapidly, encouraging brands to revolutionize their customer engagement strategies across all touchpoints. This highlights the growing importance of omnichannel approaches, requiring a robust payment infrastructure for seamless customer experiences. One of our recent surveys found that 96% of Indian shoppers want a seamless experience whether they're shopping online or in-person”.

Kumar added, “Following FY23’s strong performance, FY24 emerges as a period of rejuvenation and prosperity, characterized by a perfect blend of indulgence and forward-thinking. Witnessing individuals navigate this delicate balance, embracing both present enjoyment and future planning, is truly remarkable. Notably, our trends reflect this maturity and foresight, with an 86% increase in mutual fund investments, a 56% rise in insurance payments, and a 62% surge in trading activity observed among Indians. Furthermore, there's a noticeable emphasis on holistic well-being, as evidenced by a 39% uptick in products related to preventive healthcare. This signals a collective shift towards expanding horizons while prioritizing health, affirming the adage that 'health is truly wealth”.

Here are some key insights from The Razorpay Annual Payments Report titled ‘Wealth, Wellness, and Wanderlust’. All findings in this report are based on transactions held on the Razorpay platform between April 2023 and March 2024. Growth percentages are a comparison between FY’24 and FY’23 (unless specified otherwise). Offline data is from Razorpay’s offline payments platform, Razorpay POS. 

● Securing Financial Future: From diving into mutual funds to planning the future, from securing tomorrow with insurance to seizing IPO opportunities, Indians went all out, investing in today and tomorrow! Mutual fund investments surged by an impressive 86%, insurance payments have seen a significant 56% growth and trading experienced a remarkable 62% jump in value in FY’24. With this, we witnessed the emergence of a new India. One that is mature, one that not only lives in the now but is also actively securing the future. 
● Wellness Wins: In 2023, Indians demonstrated a profound understanding that true prosperity encompasses good health alongside financial wealth. While focusing on health, they didn't just stretch their bodies; they stretched their wallets too! The data for 2023 reveals, Indians have increased their spending on dieticians by 125% in FY’24, indicating a strong commitment to healthy eating habits. Health coaching has also seen a significant 45% jump in transactions, showing a clear interest in fitness guidance. A growing trend towards preventive healthcare was witnessed with sales of health products surging by 39% in FY’24. 
● Jet-setting and Movie-mania: In 2023, the trend continues as Indians once again embraced their inner wanderlust and embarked on journeys to their favorite destinations! The data reveals payments for air travel surged by 2.4 times while spending on travel accommodations soared by 29% in FY’24. And if not jet-setting across the globe, Indians indulged in cinematic experiences, with multiplex transactions witnessing a staggering 42% increase in volume. Ticket agencies also reported a remarkable 2.7 times surge in sales. From blockbusters like ‘Jawaan’ to the whimsical ‘Barbenheimer,’ and from ‘Animal’ to the action-packed ‘Salaar,’ Indians embarked on a cinematic journey like never before! 
● Knowledge Bug Bites: Indians have a new love affair with learning. The year 2023 has been a testament to India’s thirst for knowledge. Statistics from the year highlight that E-learning

E- learning witnessed a 33% growth by volume, showing a strong desire for digital education in FY’24. Discarding the geographies for upskilling and reskilling, India splurged 19% more on distance education thus proving its commitment to a better future. Payments to vocational schools grew 3 times last year, indicating a keen interest in gaining practical skills. 
Razorpay dug deep into its treasure trove of in-store shopping data from Razorpay POS and online payments for the year and also found out the Five Days That Stood Out! 
● 1st April 2023: April Fools Day hit a record high with In-store book transactions, surpassing the daily average by over 3 times! 
● 10th November 2023: Dhanteras came with gold dust! In-store jewelry purchases glittered and gleamed, peaking at over 9 times their daily average. A day for lavish indulgence indeed! 
● 19th November 2023: With eyes full of hope, and faces glued to the screen and seat, cab payments took a nosedive, dropping by 28% between 2 and 10 pm as India faced Australia at the World Cup 2023! 
● 12th December 2023: Close to the New Year, aviation spending soared to nearly 3 times the daily average, marking a peak for the year! 
● 31st December 2023: Online food orders doubled and dine-ins soared to 60% above the daily average! A deliciously festive end to the year! 

Last year’s surge in online transaction volumes mirrors India's dynamic embrace of digital payment solutions, marking a significant stride toward innovation and progress. Notably, NPCI reported that UPI transactions in the initial nine months of FY’24 surpassed the cumulative figures for FY’23, underscoring the nation's burgeoning trust in digital payment methods. This trust is not only a testament to the efficiency, seamlessness, and accessibility of digital payments but also heralds a promising trajectory for India's digital economy, poised for further growth and development. 



Indians have increased their spending on dieticians by 125 percent in FY 24: Report

Latest data from YouGov’s media report titled ‘The 2024 Media morph’ revealed that heavy TV viewing seems to have declined among urban Indians. Although almost nine in ten people watch live TV but heavy viewership (6+ hours a week) has declined over the past three years.  On the other hand, watching TV via a video on demand streaming service increased to 83% in 2024 from 79% in 2021.

Leveraging its audience segmentation tool, YouGov Profiles, this report explores shifts in media habits of urban Indians over the last five years and details the adoption of online media.

Despite a small drop, YouTube is the most popular streaming service for more than half of urban Indians. On the other hand, Disney+ Hotstar, Amazon Prime Video and Netflix have had the largest increase in popularity.

Amongst the various generations, YouTube dominates Genz’s choice. 57% GenZ use YouTube to watch videos on demand, this has grown from 49% who were doing so in 2021.

Disney+ Hotstar is the next widely used platform among GenZ (41%), followed by Amazon Prime Video (35%)- which has seen the largest growth in usage in the last few years.

A glance at the listening behaviour of urban Indians shows that listening to streamed music has remained relatively stable over the years. In the area of podcasts, younger demographics are more actively engaged as compared to others.

Seven in ten GenZ respondents said they listen to podcasts each week (71%), as compared to two-thirds of the overall urban Indians population (67%).

Spotify is the most popular podcast service in India (at 41%), followed by Google podcast (21%) and Audible (16%).  Spotify is notably popular among the GenZ and has witnessed a growth of 11% in the last two years, from 33% in 2022 to 44% in 2024.

When it comes to podcast genres, music is the top genre among GenZ (at 43%), followed by comedy (35%) and TV & movies (30%).

 



TRENDS