Entertainment, crime and national news pique the reader’s interest the most with 76% of readers inclined towards entertainment news. GenZ’s are attracted towards sports news and education news with millennials being interested in the political and business genre. Furthermore, Health as a non-core news genre generates the highest levels of interest across segments such as age, gender, and Indian languages, according to a Google-Kantar report.
Additionally, technology, fashion, and science hook Gen Z. Moreover, women and Gen X are more likely to read about astrology and spiritual content. Furthermore, seven in 10 Indian language online news users are consuming locality, neighbourhood-level news. The interest in hyperlocal content is greater amongst Hindi and Gujarati online news consumers (eight in 10) and plunges to six in 10 among Tamil-language online news users.
Users interact more with legacy TV media apps and websites as news aggregators follow closely. 86% of users go to legacy TV channels meanwhile 67% go to news aggregators. On average, Indian language news consumers visit five different platforms to get their news.
Consumers prefer watching video content as 74% prefer video format as 14% prefer text and 11% prefer audio. Two-thirds of Indian language news consumers prefer to read summaries and headlines in text format. Summaries and headlines as top text formats cut across generation, languages [barring Malayalam] and amongst publisher news app/websites users.
Not only that, one in seven users claim to be ready to pay for news online with 15% strongly agreeing with being prepared to pay for access to online news from news sources that they like. Furthermore, monthly fixed payments and quarterly fixed payments collectively able to capture three in five consumers.
Additionally, video ads are seen as more eye-catching than any other format as 57% of users prefer video format. Ads in the user’s preferred language evoke greater comprehension and comfort. Serving of advertisements increases the likelihood of a consumer clicking on ads. Moreover, ads in user’s preferred language evoke greater comprehension and comfort. Bengali and Marathi speakers come across misinformation with greater frequency. 26% of highly educated consumers believe that they can spot fake news. Bengali and Marathi speakers come across misinformation with greater frequency.
Memes and GIFs are a great way to grab attention and get people interested in one’s content as it Increases curiosity to know more in detail through sources of news and acts as a pathway to gain further information.
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