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<ul><li>According to <keyword id="11372959" type="UNKNOWN" weightage="20" keywordseo="iamai-kantar-icube-2020-report">IAMAI Kantar ICUBE 2020 Report</keyword>, India is likely to have 900 million active Internet users by 2025 as against around 622 million as of 2020, registering a growth of about 45% in the next five years.</li><li>While internet users grew by 4% in urban India -- reaching 323 million users (67% of urban population) in 2020, <keyword id="3497257" type="PERSON" weightage="20" keywordseo="digital-adoption">digital adoption</keyword> continues to be propelled by rural India – clocking a 13% growth to 299 million internet users (31% of rural population) over the past year.</li></ul>India is likely to have 900 million active Internet users by 2025 as against around 622 million as of 2020, registering a growth of about 45% in the next five years, according to <keyword id="149966" type="COMPANY" weightage="20" keywordseo="IAMAI">IAMAI</keyword> <keyword id="9172699" type="UNKNOWN" weightage="20" keywordseo="Kantar-ICUBE">Kantar ICUBE</keyword> 2020 Report. The report also revealed that internet usership in rural regions witnessed a much faster year-on-year growth in 2020. The report suggests that even though the Internet penetration in urban is more than 2X that of rural, usership in rural has been growing at a faster rate on a year-on-year basis. While internet users grew by 4% in urban India -- reaching 323 million users (67% of urban population) in 2020, digital adoption continues to be propelled by rural India – clocking a 13% growth to 299 million internet users (31% of rural population) over the past year. This indicates that there’s a lot of headroom for growth in rural India and this would help in bridging the urban-rural digital divide. However, the growth rate of AIU (those who have accessed internet in the last one month) has progressively reduced over the years and is the lowest in the last four years. It also finds that nine out of ten active internet users access the internet every day; On average, they spend around 107 minutes (1.8 hours) actively on the internet daily. Though the proportion of daily users is marginally higher in urban India as compared to rural India, AIU in urban India is spending 17% more time as compared to rural India. Biswapriya Bhattacharjee, Executive Vice President, Insights Division, Kantar, stated, “By 2025, there would be a greater number of internet users in rural India than in urban India. Given this, the digital ecosystem will need to evolve to address the specific needs of this emerging demography. Vernacular, Voice and Video will emerge as the game changers for the digital ecosystem over the next few years.” Small towns account for almost two out of five active internet users while the top 9 metros account to 33% of the active internet users in urban India. The report suggests, of 1433 million population in India, 622 million individuals are AIU and this translates to about 43% of the total population (across urban and rural India). However, with a sizable population not accessing the internet actively in rural India, there is huge headroom for growth in the next few years. Interestingly, the proportion of male to female AIU remains almost the same in rural and urban India. In urban India, the ratio between male to female Internet users is around 57:43 while in rural India, the ratio between male to female Internet users is 58:42. Mobile continues to remain the device of choice for accessing the internet in both urban and rural. Given the affordability of mobile devices along with the availability of cheaper data plans, accessing the Internet through a mobile device has clearly become the first choice, finds the report. Digital Services have assumed great importance for India with the government actively promoting a vision of $1 Tn digital economy. Also, Internet has become a lifeline to most of us amid the Covid-19 pandemic. Almost every decision achieves fruition with the able interference and assistance of the internet. <keyword id="1754604" type="COMPANY" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> has made us acutely realize the importance of the internet. The internet helped businesses tide through the tough lockdowns, individuals connected with each other, used the opportunity to learn and acquire new skills, and provided much-needed meaning and reason to carry on. The spread of the internet has been possible thanks to the joint efforts by the government (promoting e-governance, <keyword id="1929810" type="COMPANY" weightage="20" keywordseo="Digital-India">Digital India</keyword> vision), telecom services providers (more affordable data packages, better connectivity), and Internet Service providers (popular services like digital entertainment and e-commerce, expanding content in Indian languages). IAMAI stated that the ongoing growth of internet penetration in India provides a critical platform for all stakeholders to harness the digital revolution. The pandemic has also fueled the growth. The association expressed optimism that the government’s policies, regulations, and industry’s support will further strengthen the digital footprint in India and ensure a robust digital economy in the country.

Internet usership in rural India grew much faster than urban cities, clocks 13% growth to 299 million internet users in 2020: IAMAI-Kantar ICUBE 2020 Report

<ul><li>‘Online video’ watching is no longer a 'young people' phenomenon. </li><li>The growth of online video users in urban India is highest among 45 and above age groups.</li><li>Online video consumption is driving internet adoption in small towns where there has been a significant growth (40%) and online video is working as a stepping-stone for the new internet users.</li></ul>Kantar’s ICUBE report breaks the common myth that only young audiences spend most of their time watching streaming platforms. It shows that the growth of online video users in urban India is highest among the 45 and above age groups. Not only has there been a surge in the number of people watching videos but there has been an increase in the frequency that they're watching too. 65% of online surfers watch video online daily. Interestingly, the proportion of 45 and above years age group people watching online video is higher among smaller cities than metros and large cities. Online video usership in urban India has grown by 25% over the last one year compared to 11% active internet user's growth. YouTube dominates on-demand video usage across genres, from music videos to news, except live sports- predominantly dominated by Disney+Hotstar. Speaking about trends in Online Video Consumption, Biswapriya Bhattacharjee, Executive Vice President, Insights Division, Kantar, said, “The one line verdict on Digital entertainment for the year is that of uninterrupted growth. There is good news, for both platforms and marketers. The digital medium is way younger than its offline counterparts but we already see a very discerning audience base. The concept of specialization is already in place and the platform allows the content creators to bring out their creative best on this platform.” Other Key findings: <ul><li>Total online video users count rose to 294 million in December 2019.</li><li>The proportion of female online video viewers is higher than males among less than 15 years old age group.</li><li>On-demand video content watchers are on the rise in Urban India. Affordable internet and a wide range of curated content, the on-demand video has seen significant growth over the last one year. </li><li>Music (47%) and movies (54%) are the two most-watched online video content in Urban India. </li><li>While Subscription Video on Demand (SVOD) content has witnessed a significant surge over the last one year with users growing to the tune of 82% over the last one year, Advertising-based Video on Demand (AVOD) has also marked growth in users (29%).</li><li>The growth of social media video users has been slower compared to AVOD or SVOD growth rate. There is an increase in the number of social media video viewers by 18%. The proportion of video users accessing social media video has dropped over the last one year</li><li>The growth of SVOD is driven by smaller towns (less than 5 lakh population). SVOD users have witnessed a significant demographic change over the last one year. 37% of SVOD users now belong to small towns compared to 10% of 2018. </li><li>SVOD users are more mature as the majority of them are already using both social media and AVOD content. 99% of the SVOD users watch either AVOD or Social media videos. </li><li>While SVOD has witnessed a huge surge in the last one year, AVOD will continue to be the most-watched video platform for the foreseeable future due to its short format videos in comparison to long format videos of SVOD. </li><li>People watch AVOD content more frequently than SVOD content. But video watched on AVOD platforms is shorter than that of SVOD content. The majority of the AVOD content has a duration of fewer than 10 minutes whereas, the majority of the SVOD content has a duration of 15 minutes to up to one hour.</li></ul>

Binge watching streaming platforms is no longer a millennial phenomenon. Kantar’s report shows adoption growth among the 45 and above age group

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Internet usership in rural India grew much faster than urban cities, clocks 13% growth to 299 million internet users in 2020: IAMAI-Kantar ICUBE 2020 Report

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Binge watching streaming platforms is no longer a millennial phenomenon. Kantar’s report shows adoption growth among the 45 and above age group

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