One trillion man minutes of linear TV were consumed per week in 2019, upfrom 600 billion man minutes in 2015, the council’s COO Romil Ramgarhia told delegates of an Asia Video Industry Association (AVIA) summit.

Television is India’s most popular medium with daily views numbering 613 million, compared to print (173 million daily newspaper readers) and social media (250 million active users) reported Television Post.

Indians are spending 45 minutes more time watching TV daily, added Ramgarhia. The video consumption on TV has increased to 3 hours 53 minutes in 2019, up from 3 hours 7 minutes in 2015.

With new regional channels, regional content consumption is witnessing a growth explosion too. Bengali content consumption grew at 144% in 2018 followed by Bhojpuri (139%), Odia (100%), Gujarati (92%), Marathi (75%), and Kannada (58%). The increase in sports content in India’s regional languages has also been well received, with almost 45% of sports TV viewership in Hindi and regional languages.

Overall, general entertainment and movie channels contribute almost 76% to the total TV audience in India, with 300 million viewers daily tuning into the general entertainment channels. Cricket accounts for 65% of the live sports viewership in India .