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Increasing trend of 35 to 65 year old downloading social media apps: Deloitte Report

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Increasing trend of 35 to 65 year old downloading social media apps: Deloitte Report

Media and Entertainment sector has evolved over a period of time and even though it has many sub segments, the industry overall is growing at a fast pace. Certain segments of this sector have grown exponentially whereas others have grown at a steady pace. This sector is growing 10% annually over the past five years. If one has to list the sub segments of this sector then it would include television, advertising, social media, print, film, radio, music, gaming, animation and OOH, among others.

TV & Print

Television and print media continue to shine by contributing the largest share of advertising revenue. In future the same trend is expected to continue. Digitization has improved the customer experience by raising the viewing quality. Digitization is also leading to segmentation of the television content. Regional channels are growing at a faster pace.

Print industry on the other hand is fragmented, with both national and regional players in the market. Aggressive campaigns like ‘Make in India’, ‘Swacch Bharat’ etc., have heavily spent on the print medium. Regional editions have been steadily growing.


Digital and mobile platforms are becoming preferred mediums for advertising after television and print. Internet has grown considerably from 10 million users to 100 million in a decade, and from 100 to 200 million in just three years. The stakeholders are analyzing the user/customer behaviour and accordingly targeting and customizing the advertisement content. Recently, there is a trend of using videos for advertising over the digital platform, as they seem to be more effective than just words and images. Apps can do everything that websites can, but in a more intuitive and a convenient way. Mobile advertising through various apps and mobile sites is gaining momentum. The highest traffic on mobile platform is drawn by the social media sites. A large section of the population in India is active on social media. Moreover, there is an increasing trend observed for the number of people in the age group of 35 to 65 years who are downloading apps for social media.


The Indian film industry is the largest producer of films globally. Revenue from overseas market is growing and will continue to do so. Indian movies are now also available on Netflix app. Regional movies too are becoming popular. Domestic exhibitors are willing to give more screen space to regional content. The limited shelf life of films has resulted in the film being premiered on the television within three months of its’ theatrical release. The number of screens in Tier 2 and 3 cities still remains limited as compared to urban areas.


Radio has also witnessed considerable growth rate as well. Upcoming sectors like E-commerce have aggressively advertised to gain market and have used radio extensively in their ad campaigns. Advertisers no longer see Radio as an add-on medium, but an integral part of their media plans. This medium also gained attention with the popularity of PM’s address to nation through his show ‘Mann Ki Baat’.  The Phase 3 license auctions have also given a boost to the industry – the reach and competition, both, have increased tremendously.


India’s recorded music business will nearly double over the next five years. The number of music apps and streaming apps will steadily increase on the mobile platform in the coming time.  The revenue business models for these will also evolve over the period.  The transformation in which music is consumed will result in many iconic music stores closing shop – e.g. Rhythm house in Mumbai.


Gaming has benefited and grown, thanks to the mass availability of smart phones in the country. Android and iOS offer a low-cost alternative to expensive gaming systems. Monetization of games is difficult, as pay model for downloads is not a preferred mode.  Thus Gaming will have limited growth as compared to the other sub-sectors.


Presence of VFX industry is felt in all segments i.e. films, television and advertisements. Few movies that were nominated for Oscars had the VFX done in India. The demand for local animation content has been rising over the past few years. Popularity of cartoon shows like ‘Hanuman’, ‘Chota Bheem’,’Pakdam Pakdai’ etc., is increasing amongst the younger generations.


OOH advertising such as at airports, malls, metro stations etc., has gained popularity. The use of digitized hoardings have changed the traditional OOH platform.  Here too centralized feeds and monitoring of eyeballs etc., will help ‘specific-target’ campaigns and will help fuel the growth trend in OOH.

Tags Deloitte

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