Swipe, stay, spend: The battle for screen time
It starts with a 45-second revenge drama. Then come cricket highlights, then an Instagram Reel that tips off a new series, and finally a YouTube video about a gadget worth buying. For a young Indian, that’s an ordinary evening of scrolling. For the companies behind those screens, it’s a single commercial journey, and every stop on it is up for grabs.
The prize is enormous. India’s Gen Z cohort accounts for more than 40% of the country’s total consumption spend. So entertainment and technology companies are redesigning products and content with one goal: to walk this audience from discovery to fandom to purchase, without losing them to a rival along the way.
