YouTube and Instagram are winning the attention game, but OTTs have a surprise story

New Delhi: Ahead of World Social Media Day, research and insights firm Hansa Research has released findings from its Advertising Impact Measurement (AIM) Study, highlighting shifts in India's digital consumption habits and the growing dominance of video-led platforms in capturing consumer attention. The study found YouTube to be the most widely used digital platform in India, with 93% of consumers using it and spending an average of 61 minutes on the platform each day. Instagram ranked second, reaching 71% of consumers and recording an average daily engagement time of 58 minutes, underlining the rising popularity of visual and short-form content among users. The findings also highlight a significant gap between platform reach and engagement. While WhatsApp and Facebook continue to be widely used, reaching 65% and 60% of consumers, respectively, the time spent on these platforms remains considerably lower at 34 minutes and 41 minutes per day. This suggests that widespread adoption does not necessarily translate into sustained consumer attention. At the same time, streaming platforms continue to demonstrate the power of deep engagement. While Disney+ Hotstar reaches 27% of consumers, users spend an average of 54 minutes on the platform each day. Amazon Prime records an average engagement of 58 minutes despite a reach of 19%, while Netflix users spend 51 minutes daily, even though the platform reaches only 12% of consumers. The findings indicate that audiences on streaming platforms may be smaller, but they are highly invested. Overall, the study points to a clear trend that consumers are increasingly gravitating towards platforms that offer immersive, video-led experiences. As digital habits evolve, the ability to capture and retain attention is emerging as a more meaningful measure of platform success than reach alone. Commenting on the findings, Praveen Nijhara, CEO, Hansa Research, said, “The findings highlight a fundamental shift in the digital ecosystem. While reach remains important, attention has become the true measure of influence. Platforms that are able to consistently engage consumers and become part of their daily routines are emerging as clear winners. The strong performance of YouTube and Instagram, alongside the deep engagement witnessed on OTT platforms, reflects consumers' growing preference for video-led experiences. For brands and marketers, understanding where consumers spend their time is becoming just as important as understanding where they are present.”