Youtube tops India’s digital attention race, Hansa Research study finds

MUMBAI: The scroll is slowing, but the screen time is soaring. India’s digital attention economy is becoming increasingly video-led, with Youtube and Instagram emerging as the country’s most engaging platforms, according to Hansa Research’s latest Advertising Impact Measurement (AIM) Study released ahead of World Social Media Day.

The study found Youtube maintaining its dominance with a 93 per cent reach among consumers while recording an average 61 minutes of daily engagement, making it the country’s most-used digital platform by both reach and time spent. Instagram followed closely, reaching 71 per cent of users with an average daily engagement of 58 minutes, highlighting the growing preference for visual and short-form video content.

The findings suggest that popularity alone no longer guarantees consumer attention. Although WhatsApp reaches 65 per cent of users and Facebook reaches 60 per cent, average daily engagement stands at just 34 minutes and 41 minutes, respectively, indicating that broad reach does not necessarily translate into sustained user involvement.

Streaming platforms also continued to punch above their weight. Despite relatively smaller audiences, Amazon Prime Video users spent an average of 58 minutes per day on the platform, while Disney+ Hotstar, with a 27 per cent reach, recorded 54 minutes of daily viewing. Netflix followed closely at 51 minutes, reinforcing the immersive nature of OTT consumption.

The study points to a broader shift in digital behaviour, where attention is becoming a more valuable metric than reach. Consumers are increasingly gravitating towards platforms that offer richer, longer and video-first experiences, reshaping how digital influence is measured by brands and marketers.

Commenting on the findings, Hansa Research CEO Praveen Nijhara said the digital ecosystem is undergoing a fundamental transformation, with sustained engagement emerging as the true measure of platform influence. He added that the strong performance of YouTube, Instagram and OTT services reflects changing consumer preferences, making it increasingly important for brands to understand not only where audiences are present, but where they invest their time.