Adults in India spend almost 4 hours per day consuming media, mostly with TV

Adults in India spent an average of 3 hours and 52 minutes per day consuming media in 2017, eMarketer estimated. That is 11 minutes more than in 2016. Time spent with digital, especially via mobile phones, will drive increases over the next few years.

These are the latest estimates from eMarketer’s new report, “Time Spent with Media and Ad Spending in India:

TV remains an important part of adults’ media day in India, with time spent expected to total 2 hours, 11 minutes this year. Though growth will be relatively flat over the forecast period, no other format will come close to challenging TV’s dominance in daily time.

Adults in India will spend 1 hour, 13 minutes each day with digital media (desktop/laptop and nonvoice mobile) in 2017, an increase of 14.3% over 2016—nearly triple the 4.9% growth rate of total media time. Much of this rise will come from nonvoice mobile use, which will reach 53 minutes.

According to eMarketer, the total media ad spending in India will hit $7.94 billion this year, a 12.0% increase vs. 2016. Double-digit gains in TV and digital outlays will largely be responsible for this growth. Mobile advertising will be a small factor, but its spend will more than triple from $460.1 million in 2017 to $1.73 billion in 2021, driving digital growth.