Kantar said it conducted research discussions across 16 cities, interviewed more than 4,600 Indians in 43 urban cities across 14 states from November 2022 until March 2023 and covered 8 Indian languages (Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Tamil and Telugu).
According to the findings of the report, titled “Indian Languages – Understanding India’s Digital News Consumer”, Indians use 5.05 online platforms on average to get news content.
YouTube most used source of news
The report said that in India, 93% of people said that they get their news from YouTube. The platform is followed by social media websites including Instagram and Facebook (88%), and instant messaging apps (82%). Search engines, like Google Search, take the fourth spot with 61% followed by published news apps/ websites (45%).
When it comes to 8 Indian languages, 65% rely on both publisher’s app/ website and news aggregators. Only 33% get news from the publisher’s app/ website.
Video most popular news format
The report also said that video is the most popular format for consuming news, regardless of language. However, when it comes to the 8 Indian languages, Marathi, Gujarati and Kannada speakers rely on text news. There are more audio news takers among Marathi and Malayalam-speaking consumers.
According to the findings, small-form and long-form content work in tandem in India. When it comes to engagement with video duration on YouTube, 25% always watch clips under 60 seconds while 19% always watch in-depth clips.
Misinformation or news?
Kantar report also highlighted that 1 in 5 Indian language users said that they encounter misinformation often, with Bengali and Marathi speakers claiming to do so with greater frequency.
About 80% – often (19%) and sometimes (61%) of people claimed that they come across news that looks suspicious and is difficult to tag as real or misinformation. It also pointed out that 43% of news spread via WhatsApp or word of mouth is not found on any news website/ app.
Respondents said that about 40% of news about big incidents is not heard from anyone else around, 38% is repetition/ resurfacing of old news as a current happening/ event and 37% is sensationalised news.
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