The consumption of OTT content, reels, shorts, and other small-screen formats has seen a significant rise over the past few years. From series that truly entertain to reels that are scrolled as a force of habit, India’s screen pattern highlights how different formats of content battle for viewers' attention.
TOI Habit Index - Insight into the content consumption pattern
The TOI Habit Index gives a clear picture of the evolving entertainment choices, and it's not just about content consumption and addiction. It is also about how people are getting more aware of digital fatigue and want to be more mindful in context to their screen time. Though the Index shows OTT as the undefeated champion, it also highlights how short-form videos pull with every inch to grab the attention of viewers.
OTT dominates in 2025
As per the statistics, people from different walks of life, of varied ages, spend 39% of their screen time on OTT binge-watching movies and series. There are multiple options available in India, out of them Netflix has emerged as the most watched streaming platform, accounting for 62% of OTT viewing share.
In the second position, we have YouTube, which accounts for 33%. This platform grabs attention with a variety of content in the form of music videos, trailers, vlogs, podcasts, interviews, and more. It is worth noting that creator-led content from genres of entertainment and vlogs makes for 34% of YouTube consumption.
Coming to TV and news channels, they follow closely at 11%. This highlights the underlying fact that the prime attention of the viewers has shifted from this once highly popular medium.
Meanwhile, gaming and interactive apps recorded only 2% of the viewing share.
Reels and shorts: The battle for attention continues
The transition of Instagram from a mere photo-sharing app to a video-first entertainment platform is one of the biggest revolutions noticed. In the Index, we saw reels and shorts take up 14% of total screen time, and the former stands at a staggering 72% usage share.
Reason behind massive online content consumption
In this fast-paced life, where everyone is in one race or another, the survey highlights that 43% of the audience marches towards online content to relax and unwind. Moreover, a massive chunk, 70% of survey takers, indicated that they consume entertainment and comedy-related content. This explains the popularity of substance-rich shows on OTT and the rise of funny reels.
On the other hand, 29% of people consume online content to stay updated with the current news and trends, and 26% of them get that from Instagram.
Meanwhile, there is a 15% segment of people who consume content as students, to learn and explore something new. 10% say their screen time is dedicated to attaining a good laugh or a perfect dose of entertainment.
Amid all this, 2% of the survey respondents indicated themselves as creators.
Digital fatigue, guilt, and the wave of change
The TOI Habit Index didn’t only look into what caught attention and why it did so. It went over and beyond to get an insight into mindful content consumption, and this led to the most important question. What is that one digital habit that viewers wish to change?
Caught in the cobweb of Insta reels, 53% said they want to cut down their aimless scrolling habit. 55% expressed the desire to put a limit on their screen time. This highlights the awareness among viewers.
Speaking of awareness, 19% survey takers wish to put a stop to the habit of checking their phone first thing in the morning. 42% of them mentioned they would like to refrain from paying attention to social media and messages.
14% expired the desire to bring a change into their viewing pattern, and be conscious of what they are watching. 72% of them wish to switch to more educational and skill-building content.
Another 14% want to reduce social media distractions, and 54% of them consider staying away from reels and short video content in order to do so.
The big picture of 2025 online content consumption in India
On the one hand, we see how OTT has evolved as the king, reels are not ready to leave the race, and amid all this, social media still dictates daily habits. However, the viewers of today are more aware than ever. They are trying to strike a balance where consciousness about content consumption can go hand in hand with the need and hunger for entertainment.
It’s not just about scrolling and swiping; it’s about mindful choices for India.
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