Content Consumption Trends Among Indian Students

In India, students are increasingly turning to digital platforms for entertainment, learning, and staying informed. With affordable internet and smartphone access, social media has become a primary source of content consumption.

As of 2025, over 62% of India’s population actively engages with social media, with platforms like Instagram, YouTube, and WhatsApp being the most preferred. Studies show that teenagers spend 2-4 hours daily on social media, consuming educational content, memes, and trending news.

A recent study by The Trade Desk found that young Indian consumers are spending more time on the open internet. Nearly 80% of users surveyed said they have increased their time on these platforms, and 76% believe this trend will continue.

The open internet includes OTT (over-the-top) and CTV (connected TV) services, music streaming, online gaming, and news websites—and now reaches an impressive 640 million users across India.

The research also found that these platforms offer higher engagement compared to social media. Young adults are most attentive while using online games, OTT, CTV, and news websites, making them more effective in capturing user interest.

Reports indicate that over 75% of Gen Z prefers bite-sized content over long-form articles or videos. Memes and humor-based content play a big role in student engagement. 
With these evolving patterns, social media platforms tap into this shift by creating highly relatable and engaging content, making them a go-to platform for young audiences.