Kantar stated it carried out analysis discussions throughout 16 towns, interviewed greater than 4,600 Indians in 43 city towns throughout 14 states from November 2022 till March 2023 and lined 8 Indian languages (Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Tamil and Telugu). .
According to the findings of the file, titled “Indian Languages - Understanding India’s digital news Consumer”, Indians use 5.05 on-line platforms on moderate to get information content material.
YouTube maximum used supply of reports
The file stated that during India, 93% of folks stated that they get their information from YouTube. The platform is adopted via social media web sites together with Instagram and Facebook (88%), and speedy messaging apps (82%). Search engines, like Google Search, take the fourth spot with 61% adopted via revealed information apps/web sites (45%).
When it comes to eight Indian languages, 65% depend on each writer’s app/ web page and information aggregators. Only 33% get information from the writer’s app/web page.
Video most well liked information structure
The file additionally stated that video is the preferred structure for eating information, irrespective of language. However, on the subject of the 8 Indian languages, Marathi, Gujarati and Kannada audio system depend on textual content information. There are extra audio information takers amongst Marathi and Malayalam-speaking customers.
According to the findings, short-form and long-form content material paintings in tandem in India. When it involves engagement with video period on YouTube, 25% all the time watch clips beneath 60 seconds whilst 19% all the time watch in-depth clips.
Misinformation or information?
The Kantar file additionally highlighted that 1 in 5 Indian language customers stated that they come across incorrect information continuously, with Bengali and Marathi audio system claiming to take action with higher frequency.
About 80% – continuously (19%) and infrequently (61%) of folks claimed that they arrive throughout information that appears suspicious and is tricky to tag as actual or incorrect information. It additionally identified that 43% of reports unfold by the use of WhatsApp or phrase of mouth isn’t discovered on any information web page/ app.
Respondents stated that about 40% of reports about giant incidents isn’t heard from someone else round, 38% is repetition/ resurfacing of previous information as a present going down/ match and 37% is sensationalised information.