44% of Indian Consumers Plan to Spend More Time on Social Media in 2026
Recently, social media usage in India has reached a new inflection point. According to a global study by DoubleVerify, nearly half of Indian consumers expect to spend more time on social platforms, reinforcing India’s position as one of the world’s most engaged digital markets heading into 2026.
Key Developments
The DoubleVerify 2025 Global Insights report shows that 44% of Indian consumers plan to increase time spent on social media, while 38% expect to consume more user-generated video content. In comparison, only 23% anticipate higher broadcast television viewing.
Social platforms are also reshaping how Indians access information. Around 50% now prefer online video platforms for news, and 36% rely on social media, narrowing the gap with traditional TV news consumption.
Purchase behaviour is evolving alongside content habits. Social media ranks among the top three pre-purchase research tools for 38% of Indian consumers, reflecting growing confidence in platform-led discovery and recommendations.
Influencer impact remains especially strong. The report found that 85% of Indian consumers are influenced by creators, with micro-influencers (71%) outperforming macro and mega influencers in trust and action.
Industry & Expert Context
The findings are based on a global survey of 22,000 consumers across 21 countries, along with insights from 1,970 marketing and advertising decision-makers operating within closed digital ecosystems, often referred to as walled gardens.
According to DoubleVerify leadership, social platforms succeed by blending entertainment, community, and personalised advertising within video-centric environments. However, advertisers are simultaneously demanding greater transparency, accountability, and media quality controls.
India stands out globally due to its high-frequency engagement and strong ad responsiveness, translating into improved mid- and lower-funnel performance. Trust in micro-influencers further strengthens the effectiveness of social-led campaigns.
These trends align with broader market indicators. Digital advertising in India continues to grow at a faster pace than traditional formats, driven largely by social media and online video consumption.
Why This Matters
For consumers, social platforms are no longer just entertainment channels. They now influence news discovery, product research, and purchase decisions within a single ecosystem.
For brands, the shift signals a decisive move toward video-first, influencer-led, and commerce-enabled strategies. However, operating inside walled gardens also introduces challenges around cross-platform measurement and audience verification.
Marketers who prioritise transparency, content alignment, and media quality controls are better positioned to convert rising engagement into sustainable performance.
What Happens Next
As India’s digital population continues to expand, social advertising is expected to gain an even larger share of total ad spend. Video-centric formats and creator-driven commerce are likely to dominate campaign strategies.
At the same time, advertiser pressure for measurement clarity and brand suitability tools will intensify. Platforms and verification partners will play a growing role in balancing scale with trust.
Brands that adapt early to these shifts will be better equipped to navigate India’s increasingly complex digital media environment.
Final Takeaway
The data is clear: Indian consumers are spending more time on social media, and they are increasingly acting on what they see there. Success in this environment depends on combining engaging content with transparent, performance-driven execution.
Digital marketing agencies such as Digilogy track these shifts closely, helping brands interpret how changing consumer behaviour translates into real-world digital growth opportunities.
