Applications
India to have highest IP traffic growth in four years
NEW DELHI: India is set to have the highest Internet Protocol (IP) traffic growth rate with a 44 per cent compound annual growth rate from 2012-2017 followed by Indonesia (42 per cent CAGR) and South Africa (31 per cent CAGR) over the forecast period, a new study has revealed.
The Cisco Visual Networking Index (VNI) Forecast (2012-2017) projects that global IP traffic will grow three-fold between 2012 and 2017.
By 2017, the highest traffic-generating countries will be the United States (37 exabytes per month) and China (18 exabytes per month), says the report.
At the regional level, the Middle East and Africa (MEA) will continue to be the fastest growing IP traffic region from 2012-2017 (five-fold growth, 38 per cent compound annual growth rate over the forecast period); MEA was the fastest growing region last year as well (10-fold growth, 57 per cent compound annual growth rate for 2011- 2016 forecast period) in this category, the report said.
Asia-Pacific (APAC) will generate the most IP traffic by 2017 (43.4 exabytes/month), maintaining its leadership from last year.
According to the report, by 2017, there will be about 3.6 billion Internet users – more than 48 per cent of the world‘s projected population (7.6 billion). In 2012, there were 2.3 billion Internet users – about 32 per cent of the world‘s population (7.2 billion).
By 2017, there will be more than 19 billion global network connections (fixed/mobile personal devices, M2M connections), up from about 12 billion connections in 2012.
Global network users will generate 3 trillion internet video minutes per month, that is six million years of video per month, or 1.2 million video minutes every second or more than two years worth of video every second.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
