Indians spent 1.1 trillion hours on digital platforms in 2024, the most of any market worldwide

India has cemented its position as the world’s largest digital consumer market, with Indians spending a staggering 1.13 trillion hours on digital platforms in 2024, according to the Ernst & Young report published in partnership with the Federation of Indian Chambers of Commerce & Industry. This unprecedented engagement surpasses all other global markets, highlighting the immense potential for advertisers and digital businesses.

India’s digital population surged to 524 million, driven by widespread smartphone adoption, which reached 480 million users this year. Total minutes spent online skyrocketed to 2,389 billion, reflecting a deepening dependence on digital ecosystems for entertainment, shopping, and social interactions.

Per the report, social media remains a dominant force, with time spent on social apps rising by 18% compared to last year. Meanwhile, online shopping continues to grow at a record pace, with time spent on shopping apps increasing by 17% since 2021. This shift presents a golden opportunity for brands to target consumers where they spend most of their time—on their devices.

The surge in digital consumption is also evident in the entertainment sector. Subscription-based video-on-demand (SVOD) services have grown fivefold since 2019, with 254 million subscriptions recorded in 2024. Investments in online video content soared to INR 212 billion, reinforcing India’s appetite for premium digital content.

Gaming continues to be a massive draw, with India clocking 24.4 billion new app downloads in 2024—the highest in the world. Spending on mobile gaming surged 18% year-over-year, making it one of the most lucrative segments in the country’s digital economy.

The foundation of this digital expansion lies in robust connectivity. India’s telecom market saw total subscriptions reach 1.19 billion, with a staggering 97% on broadband networks. The rapid rollout of 5G technology has further accelerated digital engagement, with 5G connections doubling from 11% in 2023 to 23% in 2024.