India is the second-largest online news consuming nation with 282 mn UVs: comScore
MUMBAI: India is the second-largest online news consuming nation in the world after China with 282 million unique visitors (UVs), according to comScore’s latest report titled ‘Trends in Online News Consumption’ for the month of September.
China is the biggest online news market in the world with 617 million UVs. The other countries in the top 5 include US (242 million UVs), Brazil (117 million UVs), and Indonesia (74 million UVs).
The top online categories by reach include news/information (96%), social media (95%), entertainment (95%), retail (94%), and financial services (84.7%). Globally, the entertainment is the biggest category followed by news information, social media, search, and retail.
At 96%, the news penetration in India is high compared to other key populations in the world.
At 273 million UVs, general News tops the chart followed by Business/Finance (136 million UVs), technology (118 million UVs), and weather (42 million UVs).
However, the average time spent by a visitor on news sites in India is 191 minutes compared to 293 minutes globally. Finland and Norway have the highest time spent at 667 and 622 minutes respectively.
In both India and China, more than 90% of the users consume news through mobile. In other developed markets in Asia, there is a healthy mix of consumption through desktop and mobile.
The report stated that in India mobile web attracts but apps engage. The mobile web attracted 263 million UVs who spent 15 billion minutes. In comparison, the mobile app has a better engagement with 176 million UVs and 33 billion minutes of time spent.
Compared to other Asian markets, China is the only country where mobile apps attract more than 90% of news consumers.
In terms of languages, Hindi dominates the show with 192 million UVs followed by Marathi (32 million), Malayalam (31 million), Odia (23 million), Bengali (15.9 million), Telugu (15.6 million), Tamil (14.5 million), Kannada (9.2 million), Gujarati (6.5 million), and Punjabi (1.1 million).
In Hindi, Aaj Tak, News18 Hindi, and Jagran.com are the top three digital publishers. In Marathi, the top 3 players are Maharashtra Times, Loksatta, and Lokmat. The top 3 Malayalam publishers are Asianet News, Manorama, and Mathrubhumi.
The report noted that the news aggregators are the gateway to news consumption with the reach of aggregators increasing by a staggering 187% in a year. Dailyhunt is the top news aggregator followed by Flipboard, Newspoint, Google News, Inshorts, and UC News.
According to the report, video is a catalyst in news content consumption. Reach of Top 5 Video players in news category namely Network 18, India Today Group, ABP News Network, Times Internet Limited, and Zee Digital saw exponential annual growth.
The total video constributed by top 5 news players increased by 351% in a year while the total minutes contributed by top 5 news players increased by 326%. YouTube is the preferred partner for growth in news videos.
In conclusion, the report stated that news is here to stay, although the formats will keep evolving. Partnerships are the cornerstone of News discovery and growth. Video on Mobile is witnessing ever-increasing engagement. As internet access becomes more and more inclusive, Vernacular News and content will continue exploding.