Here’s how ‘digital Indians’ are consuming news online – Times of India

Google News Initiative Kantar in which it listed the ways in which Indians are consuming online news content. It also captured the consumption preferences and behaviors of the online Indian language news consumer in India.
Kantar said it conducted research discussions in 16 cities, interviewing over 4,600 Indians across 43 urban cities in 14 states from November 2022 to March 2023 and conducted research in 8 Indian languages ​​(Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Tamil). and Telugu). ,
According to the findings of the report, “Indian Languages ​​- Understanding India digital news Consumers”, Indians use an average of 5.05 online platforms to get news content.

YouTube is the most used source of news
The report said that 93% of people in India said they get their news from YouTube. Platforms are followed by social media websites including Instagram and Facebook (88%), and instant messaging apps (82%). Search engines, such as Google Search, ranked fourth with 61%, followed by published news apps/websites (45%).
When it comes to 8 Indian languages, 65% trust both the publisher’s app/website and the news aggregator. Only 33% get their news from the publisher’s app/website.
Video Most Popular News Format
The report also states that video is the most popular format for watching news, regardless of language. However, when it comes to 8 Indian languages, Marathi, Gujarati and Kannada speakers rely on text news. Marathi and Malayalam speaking consumers have a high proportion of audio news subscribers.

According to the findings, short-form and long-form content work in tandem in India. When it comes to engagement with video duration on YouTube, 25% always watch clips of less than 60 seconds while 19% always watch longer clips.
Misinformation or news?
The Kantar report also pointed out that 1 in 5 Indian language users said they frequently encounter misinformation, with Bengali and Marathi speakers claiming to do so with greater frequency.
Almost 80% – often (19%) and sometimes (61%) – of people claimed that they see news that seems suspicious and difficult to tag as real or misinformation. It also pointed out that 43% of news spread through WhatsApp or word of mouth is not found on any news website/app.

Respondents said that about 40% of news about major events is not heard from anyone else around, 38% is repetition/resurgence of old news as a current event/occurrence and 37% is sensational news.