Television

How India consumes digital news

Effective partnerships with news aggregators, social media, video and vernacular key to future gro

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/30/General_News.jpg?itok=2WWC5B--

MUMBAI: India is a large, chaotic, noisy democracy at work. And nothing encapsulates this better than the desire for news in Indians, be it through print, broadcast or even digital. Digital news in India, as per comScore’s latest report, receives an average of 282 million unique visitors (UVs) every month, making India the second-largest online news consuming nation in the world after China.

Digital news is also the most popular content category by reach, having a 96 per cent reach, just above social media, entertainment and retail at 95, 95, and 94 per cent. News penetration in India is actually higher than other key populations like China and the USA, says the report titled ‘Trends in Online News Consumption,’ that analysed data for the month of September.

However, despite the high penetration of digital news in India, the average time an Indian spends on news sites at 191 minutes is much lower that countries like Finland (667), China (496), and the US (352).

The rise of news aggregators

Thanks, perhaps, to the high-demand of news in India and to comparatively lower time spent on news sites, the biggest players in news category are news aggregators. Data from comScore’s report shows that out of the 282 UVs for the month of September, nearly 158 million came through news aggregators. Together, news aggregators recorded a staggering 187 per cent growth in 2019.

Among news aggregators, Dailyhunt remains the undisputed market leader, having 43 per cent market reach. Flipboard, Newspoint, Google News, Inshorts, and UCNews have carved out a space for themselves but none of them is in a position to challenge Dailyhunt’s current market domination.

Mobile leads the way

The popularity of news aggregators is also aided by another peculiar Indian market trait, the popularity of mobile screen over desktop. Over 90 per cent of the total time Indians spends on digital news sites is on mobile screens with desktop compromising just below 10 per cent. The compatibility of news aggregators on mobile screens is aiding their growth.

However, the same poses challenges for advertisers looking to monetise the popularity of digital news. Desktop interface is more compatible for advertisings than a mobile screen. News aggregators, currently, advertise by strategically placing branded content and promotions in between important stories.

Vernacular shows promise

Another feature that distinguishes Indian digital news market from other key markets like China, USA, Brazil, Canada, and the UK is the tremendous content diversity on news sites in India.  While all other key digital news markets are one language dominated, in India, a huge amount of traffic to news sites comes from vernacular languages.

News, but in video format

The report also finds that for news sites, video remains the best option to engage consumers. In the last one year, top news sites have increased their video output vastly, and have benefitted from it.

Also, You Tube is the most preferred partner for growth in news videos. The study finds that news sites benefit tremendously by contributing videos to You Tube. The report finds that out of the total 85 million UVs on India Today Group site, 84 million came from You Tube. For Times Internet, the figure was 25 million UVs out of the total of 33 million UVs.

News is here to stay

If there is one take away from the report, then it is that news, in whatever format, is here to stay. Also, in India, digital news is showing growth alongside a healthy growth in broadcast news, without much harm to print news.

However, for news sites to remain relevant in a fast changing Indian digital news market, videos and effective partnerships with social media like You Tube and Facebook, is critical.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/Commando-3-creative.jpg?itok=ZQCqdHNb
Aatank Ke Zeher ko failne nahi dega Yeh Commando! Get into the action mode with the World TV Premiere of Vidyut Jammwal’s Commando 3 on Zee Cinema

‘Iraade Kar Buland, Khauf ko pachhaad de…Leke saath sabko aaj ek dahaad de’. Sweeping off the country with never-seen-before action will be the unstoppable Karanveer Dogra, who’s back to put an end to the looming terror threat on his country. With a gripping storyline and non-stop action, Commando...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/nba.jpg?itok=rhiRm_zH
NBA targets 31 July as return of season

MUMBAI: NBA fans finally have reason to rejoice as NBA commissioner Adam Silver and the league office have intimated the board of governors about the new date, 31 July, for the season to return, according to Shams Charania of The Athletics.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/wion.jpg?itok=KCarpy5r
“We have to take care that businesses which have been built by the sweat and toil of Indians and which have had a great brand value cannot be picked up by people who are just looking for an opportunity”

The Wuhan virus is taking lives and bleeding economies and the leaders of the world have a double challenge now, to save lives and to save livelihoods. WION, India’s first International news channel took an exclusive interview with a leader who perhaps has the most difficult job in the world right...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/marathi.jpg?itok=xWxhagqO
Marathi GECs improvise to engage viewers during lockdown

Given the dearth of fresh content, Marathi GECs had to come up with ways to fill airtime. Some are running dubbed versions of Hindi hit shows during the Covid2019 lockdown while others have fresh content such as those shot by actors. However, the most common trend in all of these channels is comedy...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/tv_0.jpg?itok=It610QIO
Television ad volumes see uptick during past two weeks

After a momentary dip in week 18, the past two weeks saw a rise in ad volumes on television, reveals the ninth edition of BARC-Nielsen ‘Crisis Consumption on TV and smartphones’ report, launched Friday.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/30/aa.jpg?itok=LoSSxYGr
How ABP News Network helps employees cope with Covid2019 paranoia

Working in an office during a pandemic is not only stressful for employees but also for leaders. They are continuously committed towards emergency preparedness and at the same time looking at business continuity.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/29/mib.jpg?itok=FRSd1QbG
Clear payments to workers till March, I&B ministry tells broadcasters, producers

MUMBAI: The ministry of information and broadcasting has urged the broadcasters and producers of TV serials to take a compassionate view of workers who have been hit by the Covid2019 pandemic. The ministry has urged them to ensure that all payments due to them up to March 2020 are cleared at the...

Television TV Channels Terrestrial
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/29/ciggreate.jpg?itok=hUt1kjoR
This world no tobacco day, MTV and MTV Beats say: It's time to quit!

MUMBAI: This World No Tobacco Day, MTV and MTV Beats bring a hard-hitting yet a quirky message for all the tobacco users echoing loud and clear – It’s time to quit!

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/29/barc_0.jpg?itok=_PIIAFfW
English genre sees max growth across prime time and non-prime time

MUMBAI: From GEC to movies and news to music, the English language category has reported an exceptional growth across the genres in week 20, as per the ninth edition of a joint report by Broadcast Audience Research Council (BARC) India and Nielsen on crisis consumption. Both prime time and non-...

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required