New Delhi: India’s social media ecosystem has entered a new phase of scale and influence, with video content, influencer-led engagement, and connected TV (CTV) consumption reshaping user behavior, according to The State of Social Media – India Edition 2025 report by Comscore.
India Among the Top Global Social Media Markets
The report highlights that 89.3% of India’s digital population uses social media, placing the country among the most penetrated global markets. On average, Indian users spend 20 hours per month per visitor on platforms – a sharp rise from 2020 levels. Entertainment remains the top driver of consumption, followed by news and sports, underscoring social’s role as a primary gateway to information and leisure.
Platform Dynamics: YouTube Leads, Instagram Surges
YouTube continues to dominate with 456 million users in India, while WhatsApp follows closely at 430 million. Instagram has surged to 337 million users, outpacing Facebook (332 million) in momentum. Messaging apps like Telegram (+15% year-on-year growth) and Pinterest (+16%) also saw traction, while Snapchat and X (formerly Twitter) recorded declines.
Age group dynamics reveal platform preferences:
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15–24 years: YouTube (91%) and Instagram (71%) dominate.
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25–34 years: Facebook retains strength (76%), but YouTube leads (87%).
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35+ years: Facebook remains relevant, though YouTube continues to command the widest reach (84%).
The Rise of Video-first Formats
Comscore’s findings reinforce that video has become the beating heart of digital engagement in India. On Instagram, Reels now account for 69% of all user actions, cementing short-form video as the most effective format for creators and brands. Facebook too shows a tilt towards video, generating higher likes and comments compared to static content.
On YouTube, 87% of viewing time is mobile-driven, but CTV is the fastest-growing frontier. Since 2022, consumption via CTV has grown 219% in watch hours and 407% in videos viewed, signaling a major shift in how Indian households consume digital video content.
Influencers and Celebrities Dominate Engagement
In the first half of 2025, Media & Entertainment content drove nearly half (47%) of all engagement on Indian social platforms, making it the single largest category. Influencer-led content followed with 21%, while Sports & Recreation accounted for 20%, reflecting India’s dual passion for cinema and cricket.
The report underscores the central role of influencers in shaping India’s digital culture. Globally, influencers accounted for 36% of all social actions in April 2025. In India, celebrity influencers such as Shraddha Kapoor, Allu Arjun, and Anushka Sharma led engagement charts, while sports icons like Virat Kohli, Hardik Pandya, and Rohit Sharma dominated the athletic category.
Media publishers like InstantBollywood, The Indian Idiot, and RVCJ Media also emerged as high-engagement entities, demonstrating the coexistence of traditional entertainment media with influencer-led platforms.
The rise of virtual influencers such as India’s own Kyra highlights a new frontier, offering brands global scalability, controlled narratives, and risk-free partnerships compared to human creators.
Social Media as a News Amplifier – The Case of Operation Sindoor
Comscore’s analysis of Operation Sindoor (April–May 2025) shows how social platforms turbocharged live news coverage. On YouTube alone, videos linked to the event crossed 944 million views globally within a month. Indian publishers like India Today Group, TV9 Network, and The Indian Express reported traffic spikes of over 100% in both unique visitors and time spent, underlining social media’s growing influence on real-time news consumption.
Key Takeaways for Brands & Media
The report concludes with a call to action for marketers and media owners:
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Strengthen audience engagement through authentic storytelling.
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Leverage social incremental measurement to avoid duplication and capture true reach.
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Invest in video-first formats like Reels and CTV.
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Tailor platform strategies to shifting age demographics and user behaviors.
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Collaborate with influencers to build trust and community connections.
With nearly nine out of ten Indians on social media, and video emerging as the default language of engagement, the stakes for brands, publishers, and creators have never been higher. The report makes clear that India is not just a high-growth market but also a trend-shaping hub for global digital strategies.
