Digital
Bobble AI Report: Digital news and social media impact on 2024 Lok Sabha elections
Mumbai: Bobble AI’s Market Intelligence report has unveiled compelling insights into the growing influence of digital news and social media on India’s political landscape.
Bobble AI, the innovative and highest-rated keyboard platform, aimed to understand how people are leveraging social media and digital news to discuss politics. The report draws comparisons between 2024 and 2023 data for news consumption, and between 2024 and 2022 for political conversations.
The study, which analysed data from over 100 million users of Bobble AI’s Keyboard Platform in a privacy-compliant manner, was conducted by Bobble AI’s market intelligence division using first-party data.
A key finding of the study is that as the elections approached, there was a marked increase in interest in national news over local news.
Comparing data from March 2023 and March 2024, the study reveals an increase in the open rates for national news platforms, while regional news platforms experienced a comparative decline. This shift underscores the electorate’s growing focus on national issues during the election period.
The average session time per user, defined as the time each active user spends on news apps, showed a decrease of over 30% for regional news platforms. Conversely, national platforms saw an increase of about 50% in the average session time spent by users. This insight, along with the open rate data, suggests that new users are becoming active on national news platforms and spending more time on them as the general elections approach.
Political conversations on social media platforms surged dramatically. Discussions on “X” increased by almost 100%, likely driven by heightened activity from political parties and stakeholders. Other platforms like Facebook, Instagram, and WhatsApp also saw substantial growth in political engagement, with WhatsApp maintaining high levels of political discourse.
Google searches related to politics nearly doubled, reflecting a growing need for political awareness. Users searched for information on political leaders, parties, and their popularity in specific constituencies.
The frequency of political mentions also rose significantly. The highest increase was observed on “X,” followed by Facebook. This trend indicates that new users are engaging with political content at a rate similar to that of existing users. Google searches for political topics saw a single-digit increase, which is notable given the already high baseline of political searches.
Conclusion –
Bobble AI’s report emphasizes the crucial role of technology and digitization in shaping the political landscape. As political stakeholders leverage digital platforms to connect with the electorate, particularly the youth, digital news and social media have become indispensable tools for electioneering.
Speaking on the lines, Bobble AI chief strategy officer Tabrez Alam said: “It’s interesting to note how digital news platforms have democratized the politics in the country, simultaneously opening a new avenue for marketers to think beyond the traditional news media”.
The report highlights that digital mediums have ensured higher participation of the average voter in the election process, thereby strengthening democracy. More and more people are expressing their opinions on social media platforms such as “X” and Facebook, where the public is actively redefining the creation of public opinion.
The digitization of political discourse has also opened an extremely exciting avenue for advertisers to associate with news platforms as political events take the spotlight in the state. The report suggests that economics is not only a major election issue but economics can also be a benefactor of electioneering in terms of advertising revenue and marketing economy.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
