New Delhi: DoubleVerify, a software platform to verify media quality, optimise ad performance and prove campaign outcomes, has released its 2025 Global Insights: How Consumers and Marketers Use Walled Gardens report. The comprehensive study offers platform-level insights into how social media continues to reshape digital advertising, commerce and news consumption worldwide.
The report underscores the increasing centrality of video-centric, closed digital ecosystems—commonly referred to as walled gardens—and the growing demand from advertisers for accountability, transparency and performance within these environments.
“The appeal of advertising across social media platforms lies in their ability to blend entertainment, community and personalised experiences across both user-generated content and ads,” said Mark Zagorski, CEO of DV. “As advertisers ramp up investments across these platforms, they’re also demanding campaign effectiveness and accountability. That’s why maximising media quality, efficiency and performance across video-centric walled gardens remains a top priority for DV — evidenced by our recent innovations including DV Authentic AdVantage™. Ultimately, the takeaway from our Global Insights Report is clear: while walled gardens promise scale and performance, sustainable value ultimately depends on transparency and trust.”
The study is based on a global survey of 22,000 consumers across 21 countries, examining how users engage with social platforms, consume news, interact with influencers and respond to advertising. In parallel, DV surveyed 1,970 marketing and advertising decision-makers worldwide to better understand the challenges and opportunities brands face within closed digital ecosystems.
India emerges as a standout market in the report, reflecting high engagement levels and strong ad responsiveness across social and digital platforms.
“India continues to stand out globally for its high-frequency engagement across digital and social ecosystems, and this is directly translating into stronger mid- and lower-funnel performance for advertisers. Our findings show that Indian consumers are not only more likely to act on ads within social environments, but also that they place trust in micro-influencers,” said Samir Karpe, Country Manager for India at DV. “At the same time, Indian marketers are clear about what they need: transparent measurement, brand suitability, and tools that improve audience addressability across closed digital environments. With DV’s advanced media-quality and performance solutions, we’re helping brands in India drive measurable outcomes with greater confidence across every major consumer touchpoint.”
Key India Insights from the Report:
- Social Media to Dominate Online Time: 44% of Indian consumers expect to spend more time on social media over the next year, while 38% plan to increase time spent on user-generated video content. In contrast, only 23% anticipate watching more broadcast television.
- Social Platforms as News Sources: Indian audiences increasingly turn to digitally native platforms for news, with 50% preferring online video platforms and 36% relying on social media, compared to 42% for TV news channels.
- Influencers and Social Commerce Drive Purchases: Social media ranks among the top three pre-purchase research tools for 38% of Indian consumers. Influencers impact purchase decisions for 85% of respondents, with 49% having purchased directly through social platforms in the past year. Micro-influencers (71%) exert the strongest influence, outperforming macro and mega influencers.
- Challenges of Walled Gardens: Marketers cite audience reach, content alignment and cross-platform campaign management as key pain points in closed ecosystems.
- Demand for Transparency and Control: Indian marketers prioritise media quality measurement, audience verification and content-alignment controls as the most valuable tools for advertising within walled gardens.
The 2025 Global Insights report reinforces the evolving role of walled gardens in shaping digital behaviour and highlights the critical importance of trust, quality and transparency as brands navigate increasingly complex media environments.
