From morning commutes to doomscrolling, it’s a common sight to see people lost in their screens, oblivious to the world around them. As India grapples with economic concerns and slowing consumer spending, one sector remains untouched: digital entertainment.

In 2024 alone, Indians spent 1.1 lakh crore hours on their smartphones, as per EY's annual entertainment report. This staggering screen time has become a goldmine for billionaires, with platforms like Instagram, Netflix, and JioHotstar profiting from the country’s ever-growing digital consumption.

The Numbers Behind the Addiction

On average, Indians spent five hours daily on mobile screens, with 70% of that time dedicated to social media, gaming, and videos. This surge has propelled digital media to become the largest segment of India's Rs 2.5 lakh crore (29.1 billion USD) media and entertainment industry, overtaking television for the first time.

Globally, India ranks third in daily smartphone usage behind Indonesia and Brazil. However, its sheer population size makes it the biggest digital market, attracting tech giants from Meta and Amazon to Mukesh Ambani and Elon Musk.

Who's Getting Rich?

India has reached a shift that has led to new business models, partnerships, and consolidation. Mukesh Ambani’s JioHotstar, formed after the merger of Disney+ Hotstar and JioCinema, amassed 100 million paid subscribers in just two months.

Bundled telecom deals and cheap data have made streaming services more accessible, ensuring tech moguls continue to profit from India’s endless scrolling.

The Cost of Unlimited Access

With cheap internet and frequent e-commerce sales, smartphone dependency is only increasing. While users remain glued to their screens, content creators, digital platforms, and telecom giants rake in profits.

The question is—who really benefits from India’s digital boom? While millions of Indians spend their time and money consuming content, the wealth accumulates elsewhere.

Global tech giants, media moguls, and digital advertisers are the primary winners, leveraging user engagement to generate massive ad revenue and subscription profits. Meanwhile, the average user gains entertainment but little else apart from an increased screen addiction and rising data expenses.