As India’s digital learning ecosystem evolves at a rapid pace—projected to grow at a 28% CAGR through 2034—the shift towards flexible, mobile-first and outcome-driven formats is becoming increasingly evident. At the forefront of this transformation is Seekho, India’s leading edutainment platform and the country’s first short-video subscription app, which blends engaging content with real-world skill-building. Founded in 2020, the platform has scaled to over 150 million downloads and 5 million paying subscribers, particularly across Tier 2 and Tier 3 markets, reflecting a strong demand for accessible, habit-led learning.
Backed by over $40 million in funding from investors including Elevation Capital, Lightspeed India, and Goodwater, and ranked #2 on Google Play’s Top Trending Apps of 2025, Seekho represents the growing shift towards subscription-led, trust-based learning models.
In this context, Rohit Choudhary, Co-Founder and CEO of Seekho, shares insights with Medianews4u on the rise of edutainment in India, evolving consumer behaviour, and how the platform is shaping the future of everyday learning.
1. Seekho operates at the intersection of education and entertainment—how do you define “edutainment” in the Indian context, and why is it gaining traction now?
Edutainment in India is emerging as a distinct category that blends the engagement of short-form content with structured, outcome-driven learning. At Seekho, we see it as learning that is practical, easy to consume, and fits into everyday life rather than something users need to set aside time for.
Its rise is closely tied to changing consumption habits. Users are already spending significant time on short-form video, but there is a growing intent to make that time more productive. This shift is especially visible in Tier 2 and Tier 3 India, where users are aspirational and are actively seeking content that helps them build skills, confidence, and real-world outcomes in small, consistent ways.
This is also reflected in broader consumption patterns.Our own data shows a strong shift toward habit-led learning among users.
For us, edutainment is not about passive viewing. It is about creating a daily learning habit through short, expert-led formats that users can return to, apply, and build on over time.
2. With India’s digital learning market projected to grow at a 28% CAGR, what key consumer behavior shifts are driving this momentum, especially in Tier 2 and Tier 3 markets?
The growth is being driven by a few clear shifts. The biggest one is the move from passive consumption to intent-driven learning. Users, especially in Tier 2 and Tier 3 markets, are actively seeking practical knowledge they can apply immediately, whether it is spoken English, financial literacy, or business basics.
Learning is also becoming mobile-first and habit-led. Short, repeatable formats fit naturally into everyday moments, making it easier for users to build a consistent learning habit rather than setting aside dedicated time.
Language is another key driver. Finally, users are increasingly engaging with structured, expert-led learning formats. Platforms like Seekho rely on subject-matter experts and multi-layer content verification to ensure accuracy and consistency.
3. Seekho has scaled to 150M+ downloads and 5M+ paying users—what has been the biggest driver of conversion from free users to subscribers?
Conversion has largely been driven by trust and outcomes. Users are not just paying for access to content, but for high quality, credible, and distraction-free learning experience.
Seekho’s subscription-first, ad-free model ensures that content quality remains the focus. The platform is designed to make learning effortless and accessible in everyday moments, encouraging a life-long, five-minute learning habit.
It also focuses on practical categories such as English speaking, business, and income generation, becoming a part of the learner’s growth journey and driving consistent engagement and willingness to subscribe.
4. Short-form content is often associated with entertainment—how do you ensure depth, credibility, and real-world applicability in bite-sized learning formats?
Short formats can be highly effective when designed with clear learning intent. While the format is short, the focus is on making learning effortless and accessible in everyday moments, through snackable formats that fit seamlessly into real life.
Each video is built to deliver clear, actionable value within 3 to 5 minutes, making it easier for users to absorb and use what they learn in real-life situations.
Credibility is ensured through a strong governance process. All content goes through multiple layers of moderation and expert verification before going live, and is continuously reviewed to maintain accuracy and relevance.
Depth also comes from how closely the platform listens to its users. Our teams maintain close feedback loops with users to understand their needs, and these insights directly inform how content and product features are developed and refined over time.
5. What are the most in-demand skills on Seekho today, and how are these trends evolving among Bharat audiences?
Some of the most in-demand skill categories on Seekho today include spoken English, soft skills, financial literacy, and business knowledge, all of which directly impact everyday opportunities, confidence, and income potential.
Among Bharat audiences, usage is becoming more intent-driven. Users are coming in with clear goals, whether it is improving communication, exploring entrepreneurship, or gaining career clarity.
6. How does Seekho balance engagement and retention with meaningful learning outcomes, especially in a habit-driven content environment?
The balance comes from how engagement is defined on the platform. The focus is not on maximising time spent, but on ensuring that each interaction is purposeful and relevant.
Content is designed around specific use cases and user intent, so engagement is driven by need rather than passive consumption. This is supported by continuous user feedback, with teams regularly engaging with users and using those insights to refine both content and product experience.
As a result, retention is built on relevance and utility, where users return because the platform consistently delivers value that fits into their daily lives.
7. Post your recent funding, what are the key priorities for scaling—content expansion, technology, market penetration, or monetisation?
Post funding, the focus has been on strengthening the core of the business rather than pursuing aggressive expansion. This includes improving the product experience, investing in AI-led capabilities to enhance personalised learning experiences, and expanding content across more Indian languages.
There is also a strong emphasis on building the creator ecosystem, with a focus on enabling creators to monetise and grow on the platform.
8. How are you leveraging AI responsibly within the platform—both in content creation and personalisation—while maintaining trust and accuracy?
AI on Seekho is currently used to enhance personalisation and learner support. Features like Seekho Coach help users resolve queries, practise what they’ve learnt, and discover relevant content, while recommendation systems use AI to improve content relevance and user experience.
At the same time, content quality and accuracy remain anchored in human expertise. All learning content is created by subject-matter experts and goes through multiple layers of verification and moderation before going live, with mandatory manual review processes in place.
At Seekho, credibility, accuracy, and trust are maintained through human oversight.
9. Creator-led content is becoming central to edutainment—how do you onboard, train, and ensure quality among your creators?
Seekho follows a structured onboarding process where creators are evaluated for domain expertise and credibility before being onboarded.
Once on the platform, content goes through multiple layers of moderation, and performance is continuously monitored. Incentives are aligned with quality and outcomes, ensuring creators are rewarded for delivering reliable and practical learning content.
10. Looking ahead, how do you see edutainment platforms like Seekho reshaping India’s broader education ecosystem over the next 5–10 years?
Edutainment platforms are likely to play a complementary role to traditional education by making learning more continuous, accessible, and integrated into everyday life.
Over time, learning is expected to become more personalised with users seeking formats that support different goals, life stages, and real-world needs. Short, practical formats will continue to make it easier for users to build consistent learning habits outside formal education systems.
As more learners move toward self-driven learning, platforms like Seekho will help expand access, especially across Tier 2 and Tier 3 markets, by offering content in Hinglish and regional languages that is easy to understand and apply.
This shift is expected to contribute to a more flexible and inclusive learning ecosystem, where learning is not limited to classrooms but becomes a continuous part of everyday growth.
