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DVR usage, online viewing rising in US
MUMBAI: The latest Nielsen‘s Three Screen report has revealed that DVR usage has also gone up by 21.1 per cent since Q3 2008. It also said that 99 per cent of video content in the US is viewed on traditional TV, while online video usage has surged by 34.9 per cent.
Said Nielsen director of cross-platform insights Nic Covey, “Americans today have an insatiable appetite for not only content, but also choice. Across all age groups, we see consumers adding the Internet and mobile devices to their media diet-consuming media anytime and anywhere possible.”
In the third quarter of this year, the average American spent 31 hours watching television each week with 31 minutes spent on DVR viewing. An additional 4 hours per week is spent on the internet and 22 minutes is spent watching online video.
Mobile video usage stood at 3 minutes per week. The 65-plus viewers spend most of their time on traditional TV, with more than 43 hours.
The mobile video usage time is highest among teens 12 to 17: 13 minutes, well ahead of the 5 minutes spent with mobile video by the 18 to 24 and 25 to 34 groups.
The highest DVR usage, meanwhile, comes from the 25 to 34 demo (56 minutes), followed by the 35 to 44 group (52 minutes). The 18 to 24 and 25 to 34 age groups both spend an average of 35 minutes per week with online video, with the 35 to 44 set spending 33 minutes and the 45 to 54 set spending 30 minutes.
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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.
