A profound shift is reshaping how India consumes entertainment, moving decisively from the living room television to personal screens. The latest TOI Habit Index provides a data-driven snapshot of this evolution in 2025, revealing not just what we watch but a growing consciousness about our digital habits. The landscape is a fierce battleground where long-form series and bite-sized reels vie for attention, even as users express a strong desire for more mindful screen time.
OTT Emerges as the Undisputed Champion
The data presents a clear winner in the content wars. Indians across age groups now dedicate a substantial 39% of their total screen time to binge-watching movies and series on Over-The-Top (OTT) platforms. This underscores a massive behavioral shift away from traditional broadcast mediums. Within this dominant space, one platform has carved out a commanding lead. Netflix accounts for a whopping 62% of all OTT viewing in India, solidifying its position as the go-to service for premium long-form content.
Following Netflix, YouTube captures a significant 33% share of the OTT viewing pie. Its strength lies in incredible variety, serving up music videos, trailers, vlogs, podcasts, and interviews. Notably, creator-led content from entertainment and vlog genres constitutes 34% of all consumption on YouTube, highlighting the power of individual creators. Meanwhile, traditional television and news channels have seen their collective share shrink to just 11%, a stark indicator of changing viewer priorities. Gaming and interactive apps, surprisingly, register a mere 2% of the total viewing share.
The Relentless Rise of Short-Form Video
While OTT rules in terms of dedicated viewing time, short-form video platforms are masters of capturing fleeting attention. Instagram's transformation from a photo-sharing app to a video-first entertainment hub is a key driver. According to the Index, reels and shorts collectively account for 14% of total screen time. Within this category, Instagram Reels alone command a staggering 72% usage share, demonstrating its cultural grip.
The reasons behind this massive online content consumption are multifaceted. In a fast-paced life, 43% of audiences turn to online content primarily to relax and unwind. A huge 70% of survey respondents specifically seek out entertainment and comedy, explaining the popularity of both high-quality OTT shows and humorous reels. For 29% of people, staying updated with news and trends is the goal, with 26% of this group relying on Instagram for that information. A smaller but significant 15% consume content as students to learn new things, while 2% identify themselves as creators.
Awareness, Digital Fatigue, and the Quest for Change
The most compelling insight from the TOI Habit Index is the emerging wave of digital mindfulness. Viewers are increasingly aware of the downsides of unchecked consumption. When asked about the one digital habit they wish to change, 55% expressed a desire to limit their overall screen time. A related 53% specifically want to cut down on aimless scrolling, a habit tightly linked to reels and shorts.
This conscious reflection extends to other behaviors. 42% of respondents want to refrain from constantly paying attention to social media notifications and messages. Furthermore, 19% wish to stop checking their phone first thing in the morning. There is also a clear intent to improve the quality of consumption: 14% want to be more conscious of their viewing patterns, and 72% of this group aims to switch to more educational and skill-building content. To reduce distractions, 54% are considering staying away from reels and short video content.
The big picture for India in 2025 is one of duality. On one hand, OTT platforms reign supreme, and short-form video is embedded in daily habits. On the other, a more informed user is emerging, striving to balance the hunger for entertainment with a conscious effort to combat digital fatigue and guilt. The future of content consumption in India is not just about what's on screen, but about making mindful choices for our digital well-being.
