India’s Entertainment Revolution: Mobile Phones Overtake Traditional Media

India’s digital revolution is redefining entertainment and commerce, with 23% of Indians now relying solely on mobile phones for media consumption, up from 15% in 2023. Affordable smartphones and low-cost tariffs have fueled this shift, particularly among rural, lower-income users. Global media giants like Netflix and Starlink are capitalizing on this trend, while e-commerce platforms such as Flipkart and Meesho expand their rural reach. Connected TVs are also growing, adding 35 million users in early 2025, offering premium digital experiences.

In a striking shift in how Indians consume entertainment and media, nearly one in four individuals now rely solely on mobile phones, leaving behind traditional television. This trend, revealed in Kantar’s latest Media Compass report, reflects the changing dynamics in the world’s largest consumer market—one that global players like Netflix and Starlink are keenly eyeing for growth.

The Rise of the Smartphone-Only Audience

According to the report, 23% of Indians exclusively used mobile phones for entertainment in the first quarter of 2025—a significant jump from 15% in the same period two years ago. The survey, which covered 87,000 participants across the country, highlights the rapid shift toward digital consumption.

Interestingly, this smartphone-only audience primarily comprises individuals from lower-income groups, rural areas, and a higher proportion of men. Puneet Avasthi, director of specialist businesses at Kantar’s Insights Division for South Asia, attributes this shift to affordable smartphones and low-cost mobile tariffs, which start at just $4 per month. This affordability has propelled India into one of the largest digital consumer bases globally.

Opportunities for Global Media Giants

The growing preference for digital platforms presents a golden opportunity for international media and entertainment giants. Companies like Amazon Prime Video and Meta’s Instagram are tailoring their strategies to capture a larger share of India’s massive 1.4 billion-strong consumer base. Netflix, for instance, offers a mobile-only subscription plan priced at just 149 rupees ($1.72), catering to budget-conscious users.

Satellite internet services are also gaining traction, with Elon Musk’s Starlink recently securing approval from India’s telecom ministry after years of efforts. This development is expected to further widen internet access, especially in rural and remote areas, bolstering digital adoption.

E-Commerce and Rural Penetration

The digital boom extends beyond entertainment, reshaping India’s e-commerce landscape. Avasthi noted that digital platforms enable a vast array of products to reach rural consumers, who can now shop with “the click of a button.” This transformation benefits industries ranging from electrical appliance manufacturers like Voltas to snack and beverage companies targeting untapped rural markets.

Online marketplaces such as Meesho, supported by Softbank, and Flipkart, backed by Walmart, are also expanding their reach in smaller towns by offering affordable products. Their success is fueled by the growing digital footprint of India’s rural and semi-urban buyers.

Connected TV: The Premium Alternative

While mobile phones dominate the digital consumption space, connected TVs are emerging as a strong contender in India’s entertainment market. These devices, which combine traditional television with internet access, added 35 million users in the first quarter of 2025, according to Kantar’s report. This segment appeals to consumers seeking a more premium viewing experience while retaining internet connectivity.

The Road Ahead

India’s digital transformation is reshaping the way entertainment and commerce are consumed, creating unparalleled opportunities for businesses across sectors. With affordable technology driving deeper rural penetration and a growing smartphone-only audience, the future of India’s media and e-commerce landscape looks more digital than ever. Companies that adapt to this evolving consumer behavior stand to gain a significant edge in this dynamic market.

As the nation continues to embrace digital innovation, the world is watching how India’s entertainment and retail ecosystems set new benchmarks for growth and accessibility.