Impact of digital engagement on weekly watch time of LTV content India 2022

Published by
Tanushree Basuroy,
May 5, 2023
In October 2022, a survey in India revealed that users that were digitally engaged spent more time watching linear TV content. The GEC fiction genre garnered viewers' attention the most with up to 440 minutes of weekly watch time. A similar observation was made across genres during the survey period. Digital engagement refers to viewers engaging in online discussions, watching clips, sharing and posting about television, OTT or movie content outside of these verticals.

Digital engagement impact on weekly watch time of linear television in India as of October 2022 (in minutes)

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Release date

March 2023

Region

India

Survey time period

October 2022

Number of respondents

2,615 respondents

Supplementary notes

*Includes digital influence in the “post-watching” stage of media content journey (i.e. engagement).
**Refers to reality/talent hunt/game shows.

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