D I G I TA L L A N D S C A P E

A G E N D A - D I G I TA L

1 2 3

DIGITAL LANDSCAPE CATEGORY AND CLOSED DISCUSSION/

AUDIENCE INSIGHTS Q&A

2
DIGITAL LANDSCAPE
 I N D I A – D I G I TA L P O P U L AT I O N

510 371 2.9

TO
TO

)
)
TA

N
N
A

T
T O L I O
V O TA L
HO LI VIE L
IS L U N I Q UE N) URS (BIL WS (TRI
L
ITO O
RS (MILLI

4 Source: Comscore MMX Multi-Platform, Total Internet, Jan 2023 – Oct 2023, India
 I N D I A’ S D I G I TA L P O P U L AT I O N
Total Digital Population report by Comscore across Desktop, Smartphones and Tablets is 510m Unique Visitors

UNIQUE VISITORS (MILLIONS) UNIQUE VISITORS (MILLIONS)

183, 36% 171, 34%

217, 43%

293, 57%

151, 30%

Male Female 15 - 24 25 - 34 35+

5 Source: Comscore MMX Multi-Platform, Total Internet, Oct 2023, India

 D I G I TA L L A N D S C A P E ( Yo Y G r o w t h )

News/Info Social Media Sports

+2% +2% +7%

457.6M 481.9M 134.8M

Source: Comscore MMX Multi-Platform, Top Line Categories, Sep 2022 – Sep
6 2023, India
 P L AT F O R M S - W H E R E I S T H I S C O N T E N T C O N S U M E D ?

Desktop Only Multi-platform Mobile Only

Unique
Visitors

Total Minutes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7 Source: Comscore MMX Multi-Platform, Total Internet, Oct 2023, India

 I N D I A I N C O M PA R I S O N T O T H E M O S T P R O M I N E N T D I G I T A L M A R K E T S

PERCENTAGE OF UNIQUE VISITORS BY PLATFORM

Multi-Platform Desktop Only Mobile Only

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
India United Indonesia Brazil Japan Mexico Vietnam Germany United France Italy Spain Argentina
States Kingdom

Source: Comscore Media Metrix® Multi-Platform, Total Audience, September 2023, Global
8
 PERCENTAGE OF UNIQUE VISITORS BY PLATFORM

T O TA L M I N U T E S

4%
7%

M O B I L E A P P S H AV E
THE LARGEST SHARE
OF A USER’S TIME

89%

Desktop Mobile Web Mobile App

9 Source: Comscore MMX Multi-Platform, Total Internet, Oct 2023, India

CATEGORY & AUDIENCE
INSIGHTS
 C AT E G O R Y W I N N E R S A N D L O S E R S ( S E P 2 0 2 2 – S E P 2 0 2 3 )

YOY UV GROWTH
• The airline industry grew
significantly over the past 13
months, driving the growth in the
overall travel category.
• Consumer electronics sees a
slowdown from the surge in
demand in 2022. 224

• The retail automotive category

also saw a growth in traffic, likely
to be attributed to 2023 seeing the
most launches of 2-wheeler and 4- 18 13
wheeler models in the recent past. -26 -25 -18

Airlines Travel Retail - Automotive Consumer Diet & Entertainment - News

Electronics Exercise/Fitness
Tracker

11 Source: MMX Multi-Platform, Top Line Categories, Sep 2022-Sep 2023, India
 GROWTH DRIVERS - AIRLINES

% CHANGE YOY (UVS) % CHANGE YOY (MINUTES)

811 4,048

EaseMyTrip was
the biggest growth
driver in the travel
511 industry, closely
followed by Vistara

87 49 459 55

12 Source: MMX Multi-Platform, Travel – Airline Category, Sep 2022-Sep 2023, India
Shopping & Payments
 E-COMMERCE APPS

TOTAL UNIQUE VISITORS (MILLION)

277

208 • Amazon continues to be India’s

favourite e-commerce app reaching
73 over 277 million UVs.
• Flipkart’s approach on the other hand
69 is to be the go-to destination for
different product categories. It owns 3
68
out of the top 5 e-commerce apps in
India (Flipkart, Myntra and Shopsy).
66

39

14 Source: MMX Multi-Platform, News/Information Category, Sep 2023, India

S T AT E C L U S T E R W I T H T H E H I G H E S T C O N T R I B U T I O N O F V I S I T O R S

% COMPOSITION UV

19%

16%
15%

13%

Maharashtra Maharashtra Uttar Maharashtra

& Goa & Goa Pradesh & Goa

Ajio Amazon Flipkart Myntra

15 Source: MMX Multi-Platform, Custom List of OTT Players, Sep 2023, India
 PAY M E N T A P P S I N I N D I A

UNIQUE VISITORS (MILLION)

249

• The top 3 payment apps combined

209 reach over 327 million unique users.
• PayTM continues to be India’s go-to
184
payment app, reaching almost 250
million unique visitors.
• CRED is the latest addition to top 5
49 with a reach of over 48 million.

49

16 Source: MMX Multi-Platform, News/Information Category, Sep 2023, India

 PERSONAL FINANCE APPS
While Fi and Jupiter are more likely to be used by those over the age of 35, Groww has attracted the GenZ users,
and Slice has an edge with the 25-34 year olds.

% COMPOSITION INDEX UV

128 129
119 115 114
103 103
87 89
81 83
65

Persons: 15-24 Persons: 25-34 Persons: 35+

17 Source: MMX Multi-Platform, Custom List of OTT Players, Sep 2023, India
 B AT T L E O F T H E I N V E S T M E N T P L AT F O R M S – G R O W W V S Z E R O D H A

UNIQUE VISITORS (000) % COMPOSITION UV

60,000 50.0

45.0
50,000
40.0

40,000 35.0

30.0

30,000
25.0

20,000 20.0

15.0

10,000
10.0

5.0
0

0.0
Coin Groww Kite

GROWW ZERODHA Persons: 15-24 Persons: 25-34 Persons: 35+

18 Source: MMX Multi-Platform, Custom List of Investment Category, Oct 2023, India
 USER OVERLAP

5.2m
43.4m

Only 11% of Groww users also 61% of Zomato users also use Swiggy
use at least one of the Zerodha apps.

19 Source: MMX Multi-Platform, Audience Duplication, Oct 2023, India

Content Consumption
 OTT LANDSCAPE IN INDIA – GROWTH OF JIOCINEMA

180,000

160,000 The FIFA World Cup and

140,000
IPL 2023 helped catapult
JioCinema into the big
120,000
leagues with a reach of
100,000 over 150 million UVs in
80,000
May 2023
60,000 But as we near the end of
2023, Disney+ Hotstar
40,000
has made a resurgence
20,000
to top 170 million UVs in
0 October 2023

HOTSTAR.COM JIOCINEMA.COM (w/ history) MX Player ZEE5.COM Netflix Inc. SONYLIV.COM

Source: MMX Multi-Platform, Custom List of OTT Players, Sep 2022-Oct 2023, India
21
 O T T L A N D S C A P E I N I N D I A – H O T S TA R ’ S R E S U R G E N C E

UNIQUE VISITORS (MILLION) – OCT 2023

170

Disney+ Hotstar
regains the top spot in
99 the competitive OTT
92
market during the ICC
World Cup.
61
44
33 31

22 Source: MMX Multi-Platform, Custom List of OTT Players, Oct 2023, India
 T O P N E W S / I N F O R M AT I O N S O U R C E S - I N D I A

TO TAL U N I Q U E TO TAL M I N U T E S
MEDIA
VISITORS (MILLION) (MILLION)

Times Internet Limited 273 24,166

Times Internet continues its
dominance in the
Network 18 211 3,756 News/Information category,
Zee Digital 186 9,650 reaching over 273 million
unique visitors.
HT Media Group 131 1,049
DailyHunt is the only
India Today Group 122 1,113
aggregator platform that
Dailyhunt 105 7,926 makes it to the top 10.
Users spend almost 8
The Indian Express Group 75 398
billion minutes on DH,
TV9 Network 75 423 which is much higher than
their closest competitors.
ABP Network 74 341

NDTV 74 435

23 Source: MMX Multi-Platform, News/Information Category, Sep 2023, India

 TOP SOCIAL MEDIA APPS - GENZ

MOBILE APP T O TA L U N I Q U E V I S I T O R S ( 0 0 0 )

WhatsApp Messenger 121,180

Instagram 89,275 Whatsapp is still the most

used social media app
Telegram 79,218
among GenZ audiences,
Facebook 63,657 reaching over 121 million
unique visitors.
Google Messages 63,046
Moj is the only short video
Snapchat 54,366
app that made it to the top
Google Meet (Google Duo) 25,998 10 social media apps
Facebook Messenger 23,354
among GenZ users.

ShareChat 20,656

Moj 20,051

24 Source: MMX Multi-Platform, Social Media Category, Sep 2023, India

 TIME SPENT ON SOCIAL MEDIA APPS
Average Minutes per Visitor

USERS 18-24 YEARS USERS 35 YEARS AND OVER

Instagram 943.1 YouTube 956.9

YouTube 708.1 Facebook 612.9

Facebook 387.1 Instagram 512.4

X (formerly Twitter) 117.7 X (formerly Twitter) 140.2

25 Source: MMX Multi-Platform, Social Media Category, Oct 2023, India

 C O N T E N T C O N S U M E R S - C AT E G O R I E S

AVERAGE MINUTES PER VISITOR

1,366.6
1,274.3
1,204.4
1,138.7

Contrary to popular belief,

846.0 its not GenZ that spend the
799.7
most time on social media.
Users over the age of 35
have the highest time spent
per user in the social media
and the entertainment
Entertainment Social Media
category.
Gen Z 25-34 years 35+

26 Source: MMX Multi-Platform, Social Media Category, Oct 2023, India

 C O N T E N T C O N S U M E R S - C AT E G O R I E S

AVERAGE MINUTES PER VISITOR

94.6
89.3

Young millennials, on
67.5
the other hand, spend
the most time one sports
or travel related content
40.7 compared to the other
31.4 33.0 age groups.

Sports Travel

Gen Z 25-34 years 35+

27 Source: MMX Multi-Platform, Social Media Category, Oct 2023, India

 K E Y T A K E A W AY S

1 2 3 4 5
The airline Over 68% of Cricket is the Amazon is to go- Though there is
industry has India’s Digital greatest catalyst to shopping a movement
been the standout audience uses a in the OTT destination for towards short
performer post the one at least one market in India, most of India but form content
Covid 19 slump. payment app Will it make Flipkart’s driven by GenZ,
Disney reconsider consolidation contrary to
its plans for India? strategy looks popular belief, its
strong. not GenZ that
dominate content
consumption on
the internet.

28 Source: MMX Multi-Platform, Custom List of OTT Players, Sep 2023, India
SOCIAL MEDIA LANDSCAPE
Why measure Social Media
engagement?
 105B
SOCIAL HOURS

74B
Hours
10B
Hours ENTER-
TOTAL INTERNET INDIA R E TA I L TA I N M E N T

371B
Hours
Jan 2023 – Oct 2023

Finance: 11.4B
Travel: 1.4B
10.5B OTHER Hours
Hours NEWS

35 Source: Comscore MMX Multi-Platform, Jan 2023 – Oct 2023, India.

 T I M E S P E N T O N FA C E B O O K , I N S TA G R A M A N D X ( F O R M E R LY T W I T T E R )
HAS MORE THAN DOUBLED SINCE JAN 2020

TIMES SPENT IN BILLION HOURS

7.0

6.0

5.0

4.0

3.0

2.0

1.0
+233%
JAN 2020 –
OCT 2023
0.0
Jan-2020 May-2020 Sep-2020 Jan-2021 May-2021 Sep-2021 Jan-2022 May-2022 Sep-2022 Jan-2023 May-2023 Sep-2023

36 Source: Comscore MMX Multi-Platform, Jan 2020 – Oct 2023, India.

 93% 45%
NEWS
PUBLISHERS
DOMAINS &
D I G I TA L N E W S APPS
CONSUMPTION
IN INDIA
WHERE DO INDIANS
G E T T H E I R D A I LY
NEWS
88% 82%

Source: Google – Kantar Survey Report, November 2022 to March 2023

37
“‘Indian Languages - Understanding India’s Digital News Consumer”;
CRICKET!
CRICKET!

CRICKETER T O TA L A C T I O N S

Virat Kohli 596.8m

Hardik Pandya 240.2m

Shubman Gill 195.7m

Rohit Sharma 161.2m

KL Rahul 131.3m

39 Source: Comscore Social – Jan 2023 – Nov 2023

 CRICKET WORLD CUP

T O TA L D A I LY C R O S S P L AT F O R M A C T I O N S # C W C 2 3

95M
ACTIONS
India beat NZ
in the semi-final
100M

90M

80M 53M
70M 44M 45M ACTIONS
Australia win
ACTIONS
ACTIONS the World Cup
60M India beat Bangladesh
India beat South Africa
in the group stage
50M in the group stage

40M

30M

20M

10M

0M

11/9
10/4
10/5
10/6
10/7
10/8
10/9

11/1
11/2
11/3
11/4
11/5
11/6
11/7
11/8

11/10
11/11
11/12
11/13
11/14
10/10
10/11
10/12
10/13
10/14
10/15
10/16
10/17
10/18
10/19
10/20
10/21
10/22
10/23
10/24
10/25
10/26
10/27
10/28
10/29
10/30
10/31

11/15
11/16
11/17
11/18
11/19
11/20
40 Source: Comscore Social, Trend Topics, October 4th-November 20th 2023
 ENGAGEMENT FOR IPL & IPL TEAMS

TOP TEAM ACCOUNTS T O TA L A C T I O N S

Chennai Super Kings 798.7m

Royal Challengers
Banglore 655.4m

Mumbai Indians 414.6m

Indian Premier League 266.9m

Gujarat Titans
220.7m

Source: Comscore Social – Jan 2023 – Nov 2023

41
 CRICKET ON SOCIAL MEDIA

Cricket Publishers on SM
PUBLISHER
T O TA L A C T I O N S
NAME

CricTracker 392.2m
ESPNCricinfo 75.3m
CricketAddictor 44.3m
Sportskeeda Cricket 18.6m
Cricbuzz 13.1m

42 Source: Comscore Social – Jan 2023 – Nov 2023

 TOP 10
Influencers
2023
TOP 10 INFLUENCERS IN INDIA 2023

TOP INFLUENCERS T O TA L A C T I O N S

Virat Kohli 550.5m

Elvish Yadav 369.6m

Ankit Baiyanpuria 240.6m

Salman Khan 225.3m

Narendra Modi 218.4m

Hardik Pandya 214.9m

Alia Bhatt 209.5m

Rashmika Mandanna 184.1m

Rohit Zinjurke 178.3m

Shubman Gill 176.1m

44 Source: Comscore Social – Jan 2023 – Nov 2023

 TRENDING
Keywords, Hashtags, Titles
CONTENT PULSE

46
CONTENT PULSE

47
 Bollywood
Kollywood
Tollywood
Mollywood
and others...
TOP 10 ACTORS IN INDIA 2023

TOP ACTORS T O TA L A C T I O N S

Salman Khan 225.3m

Alia Bhatt 209.5m

Rashmika Mandanna 184.1m

Kiara Advani 173.4m

Shah Rukh Khan 153.2m

Kartik Aaryan 135.6m

Anushka Sharma 131.4m

Priyanka Chopra 117.7m

Sara Ali Khan 106.6m

Deepika Padukone 105.6m

49 Source: Comscore Social – Jan 2023 – Nov 2023

 W E L O V E O U R E N T E R TA I N M E N T M A S A L A !

TOP ACCOUNTS T O TA L A C T I O N S

RVCJ Media 208.7m

InstantBollywood 175.4m

Filmy Gyan 56.3m

PINKVILLA 19.1m
Viral Bhayani
14.1m

Source: Comscore Social – Jan 2023 – Nov 2023

50
MONETI$ING
YouTube
 C O M P E T I T I V E A N A LY T I C S
TOP 10 BRANDS (NON -NEWS) FOR VIDEO VIEWS

TOP BRANDS C AT E G O R Y T O TA L V I D E O V I E W S

T-Series Films Music 5.3 B

Zee Music Company Music 2.7 B
Voot Kids Entertainment 1.9 B
Amazon Prime Video Entertainment 1.8 B
ChuChu TV Nursery Rhymes Kids 1.8 B
InstantBollywood Entertainment News 1.6 B
Saregama Music 1.6 B
Zee5 Entertainment 1.6 B
Goldmines Telefilms Entertainment 1.4 B
Netflix Entertainment 1.3 B

Source: Comscore Social – Jan 2023 – Nov 2023

52
 C O M P E T I T I V E A N A LY T I C S
TOP 10 NEWS PUBLISHERS FOR VIDEO VIEWS

TOP NEWS PUBLISHERS T O TA L V I D E O V I E W S

Zee News 4.5 B

Republic Bharat 4.0 B
Aaj Tak 3.6 B
News18 India 3.3 B
TV9 Hindi 3.3 B
Times Now Navbharat 2.7 B
News Nation 2.6 B
TV9 Marathi 2.5 B
ABP Majha 2.5 B
India TV 2.5 B
[This slide has been updated with corrections on 11-Dec-2023]
Source: Comscore Social – Jan 2023 – Nov 2023
53
 C O M P E T I T I V E A N A LY T I C S
TOP 10 TV NETWORKS (NON-NEWS) FOR VIDEO VIEWS

TOP TV NETWORKS T O TA L V I D E O V I E W S

Star Plus 10.2 B

Star Vijay Television 8.5 B
SUN TV 7.2 B
Dangal TV 6.0 B
Sony Entertainment Television 5.3 B
Colors TV 5.2 B
Sony Sab TV 4.1 B
Star Maa 3.4 B
Star Bharath 3.3 B
Star Jalsha 3.2 B
[This slide has been added on 11-Dec-2023]
Source: Comscore Social – Jan 2023 – Nov 2023
54
MONETI$ING
Social Media
 PAT H A A N B Y Y R F
684

FROM
PROMOTION TO
MONETI$ATION

56
 PA R T N E R S H I P E X P L O R E R
Partnership Explorer module enable the monitoring of Paid Partnerships on FB & IG

TOP BRAND SPENDERS T O P PA I D I N F L U E N C E R S

TOP SPONSORED
TOP SPONSOR T O TA L A C T I O N S T O TA L A C T I O N S
INFLUENCERS

29m Virat Kohli 109m

12.3m Anushka Sharma 7m

9.9m Rohit Sharma 6m

7.5m Priyanka Chopra 5m

5.9m Ranveer Singh 5m

57 Source: Comscore Social – Jan 2023 – Nov 2023

QUESTIONS for BRANDS

Audience?
Engagement?

Both?
 FA N E N G A G E M E N T S P E A K S L O U D E R T H A N R E AC H

• Traditionally brands have

measured reach
• In today’s digital & social world,
actions are a more important
measure of audience
engagement
✓ Likes
✓ Shares
✓ Comments
• On Social Media publishers,
brands & influencers must have
audience and engagement! Sugar Cosmetics is the only "Beauty" brand
above that has Engagement > Audience

Source: Comscore Social, Power Rankings, Health & Beauty, Jan – Nov 2023 |
59 India
C O M PA R AT I V E B R A N D S A C R O S S 2 0 2 3 ( TATA M O T O R S V S H Y U N D A I V S M A R U T I )

S H A R E O F A C T I O N S ( TO TA L ) J A N 1 , 2 0 2 3 – N O V 3 0 , 2 0 2 3

8K
217K 2.1M 51K 537K 3K 12K 96K
120K

60
NEW TREND in 2023

De-Influencers
DE-INFLUENCERS – GROWING THEIR FOLLOWERS

62 Images and text courtesy of The Indian Express and The New Indian Express
D E - I N F L U E N C E R S I M PA C T I N G B R A N D S a n d P R O D U C T S

Images and text courtesy of The Indian Express and The New Indian Express
63
Data from Comscore Social, Content Pulse
Social Media:
A 'Barometer'
for
POLITICS
 ENGAGEMENT IN POLITICS

NARENDRA MODI & RAHUL GANDHI

65 Source: Comscore Social, Data Explorer, Metrics & Trends, Jan 2023 – Nov 2023
 ENGAGEMENT IN POLITICS

NARENDRA MODI & RAHUL GANDHI

66 Source: Comscore Social, Data Explorer, Metrics & Trends, Jan 2023 – Nov 2023
 ENGAGEMENT IN POLITICS

NARENDRA MODI & RAHUL GANDHI

O B S E R VAT I O N S
• Only 2 politicians with
>100 million total
cross-platform actions
in 2023
• Lower than expected
use of social media by
politicians & parties
• Party handles'
fragmentation at
Center / State levels

67 Source: Comscore Social, Data Explorer, Metrics & Trends, Jan 2023 – Nov 2023
COMING SOON to INDIA

Deduplicating Reach
across
Digital & Social
Capturing your unique reach across platforms
The Comscore difference

“
Unified Solution
Comscore is the only platform that
can precisely measure deduplicated
reach across your Total Digital
footprint, including desktop, mobile Comscore’s social incremental reporting
and social.
will allow us to demonstrate how
we can deliver strong value to our partners
Scale Meets Precision
Only Comscore has the global social both on our own sites and now also
footprint and a robust methodology to through our huge social reach.
unify person-level incremental
reporting across digital and social.

Total Audience Demos Jörn Rose

For the first time, you can now measure D I R E C T O R O F P L AT F O R M
demographics across your holistic G R O W T H A N A LY T I C S
digital footprint, including social.
Buzzfeed
Our Deduplication Approach
How it works

SOCI AL MEDI A Combined Social Reach

FACEBOOK + X + INSTAGRAM
45M
UNIQUE VISITORS

DESKTOP/MOBILE
Desktop/Mobile Reach
WEBSITE + MOBILE APP (Inc. YouTube)
123M
UNIQUE VISITORS

DESKTOP/MOBILE
& SOCI AL
Site Crossover
DUPLICATED VISITOR ON DESKTOP + MOBILE + SOCIAL
5M
UNIQUE VISITORS

Combined Desktop/Mobile + Social

T O TA L
REACH
Reach
DEDUPLICATED VISITORS ACROSS DESKTOP + MOBILE +
SOCIAL
163M
UNIQUE VISITORS
Wrapping up...
 LO O KI NG F O RWARD

1 2 3

We’re human beings, and Social platforms can reach Users should be
the internet is a release a very large and engaged segmented as granularly
from some of the rigours of audience as possible; run of site or
‘real life’ network is no longer good
Extending reach far
enough
Entertainment, via video, beyond traditional
audio and social will publisher networks With cookie deprecation
continue to prosper imminent, new targeting
approaches must be found

72
76