India market focus A fandom and AI-forward online population
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Online Indian consumers are expected to be early movers. They are high entertainment consumers, AI enthusiasts, and high spenders – especially on fandom. This report explores a population that is an early adopter, format-agnostic, mobile-first audience, with huge growth potential.
Having joined a social-first internet, these audiences are creative, and eager to engage with other fans and their content as a part of their enjoyment of entertainment. Overall, they are high social media users – with 10% of the online Indian population even using TikTok despite its ban in the country, indicating a tech-savvy population. This is reflected in their over-indexing use of AI platforms across the board for both task automation and creation.
As more of the population comes online, and as younger consumers in more established markets age up, expect them to follow in these footsteps into a post-format, post-ownership digital environment, where free access is a guarantee, but fan exclusivity can come at a premium.
Key data in this report:
- Audio, video, entertainment, and games consumption behaviours, Indian consumer behaviour and percentage point difference from non-Indian markets average, Q1 2025
- How much money Indian consumers spend per year on entertainment, and income, Q1 2025
- How fans engage with their favourite creators / personalities on social platforms, Indian consumer behaviour and percentage point difference from non-Indian market average, Q1 2025
- What would drive fans to join a ₹400 monthly subscription club for their favourite artist, Indian consumer behaviour and percentage point difference from non-Indian market average, Q1 2025
- Audiences were asked if seeing representation would make them more or less likely to engage with entertainment, Indian market and non-Indian market average, Q1 2025
- Audiences were asked what is most important to them in the creative process, Indian consumer behaviour and percentage point difference from non-Indian market average, Q1 2025
This report sources data from:
MIDiA Research Consumer Survey Q1 2025, n=10,023, US, UK, Australia, Canada, France, Poland, Spain, Colombia, Japan, and India
Words: 3674 Infographics: 18 Pages: 36
Companies and brands mentioned: Adobe Firefly, BingAI, ChatGPT, Claude, DeepSeek, Discord, DuetAI, Facebook, Gemini, Instagram, Midjourney, Pinterest, Reddit, Scribe, Suno, Snapchat, Threads, TikTok, Twitch, WhatsApp, X, and YouTube