The news: Indians spent 1.1 trillion hours on digital platforms in 2024, the most of any market worldwide, per an Ernst & Young report published in partnership with the Federation of Indian Chambers of Commerce & Industry.

The staggering time spent figure underscores the rising importance of the Indian market to the entertainment, social media, and digital advertising industries as companies battle for a share of its growth.

By the numbers: Digital media became the largest part of the Indian media and entertainment sector for the first time in 2024, overtaking TV.