YouTube, Instagram lead time-spent race as video platforms dominate attention: Research

Hansa Research’s latest Advertising Impact Measurement (AIM) Study, released ahead of World Social Media Day, highlights a significant shift in India’s digital consumption patterns, with video-first platforms emerging as leaders in both reach and engagement.The study found that YouTube remains the most dominant platform, with a reach of 93% among consumers and an average daily engagement of 61 minutes, making it the clear leader in time spent. Instagram followed as the second-most engaging platform, reaching 71% of users and recording 58 minutes of daily usage, underlining the growing appeal of visual and short-form video content.Despite their widespread adoption, platforms such as WhatsApp and Facebook lag behind in engagement. While WhatsApp reaches 65% of users and Facebook 60%, average daily time spent stands at 34 minutes and 41 minutes, respectively. The findings indicate that high reach does not necessarily translate into deeper or sustained user attention.The study also highlights strong engagement trends across streaming platforms, where smaller user bases are offset by higher viewing time. Amazon Prime Video and Netflix users spend 58 minutes and 51 minutes per day, respectively, while Disney+ Hotstar records 54 minutes of daily engagement despite reaching just 27% of consumers. This suggests that OTT platforms continue to deliver highly immersive viewing experiences, even with relatively limited reach.Overall, the data points to a clear trend: attention, not just reach, is becoming the defining metric of platform success. Consumers are increasingly gravitating toward platforms that deliver longer, more engaging and video-led experiences, reshaping how digital influence is measured.Also read: Instagram tests new 'Your Algorithm' controls for feeds and Reels: What they mean for usersCommenting 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.”He added that the strong performance of YouTube and Instagram, along with sustained engagement on OTT platforms, reflects a broader consumer preference for video-centric digital experiences. For brands and marketers, he said, understanding where audiences spend their time is becoming just as important as tracking platform reach.