1、The 2024media morphI N D I AUnravelling media consumption patterns and trends with a spotlight on Gen Z.Living consumer intelligence| 2024 media morph2The evolving Indian media landscapeHow has media consumption and engagement changed over recent years and which media types have seen the most signif

2、icant evolutions?Leveraging data from YouGovs audience intelligence platform,Profiles,this report explores shifts in media habits of urban Indians over the last few years and details the adoption of online media.In addition,it explores the media behavior of Gen Zs and how their consumption of media

3、compares to the general population.Online fully entrenched as leader in advertising attentionOnline is the primary advertising channel that grabs the attention of the urban Indian audience.TV experiences a decline between 2021 and 2024,whilst cinema registers a small increase.Datasets used:Profiles+

4、India(urban)2021-01-03,Profiles+India(urban)2024-01-14);(N 16746)The 2024 media morph337%22%16%10%4%2%3%3%39%17%15%11%6%5%3%3%OnlineTV advertsDont knowPrinted newspapersCinemaBillboardsDirect mailPrinted magazinesMain advertising channel that grabs your attention20212024The 2024 media morph4Online g

5、rabs the attention of urban Indians of all agesOnline is the primary advertising channel for all age groups and peaks among 2544-year-olds.TV adverts grab the attention of older Indians(45+)and cinema for younger consumers(18-34).TelevisionListened to radioPrinted magazinesDirect mailCinemaOnlinePri

6、nted newspapersDatasets used:Profiles+India(urban)2024-01-14);(N 1060)Rank18-2425-3435-4445-5455+138%42%40%38%30%211%14%18%20%26%39%8%6%4%3%48%9%11%13%16%55%4%4%5%4%BillboardsGet in touchSources of news among different age groupsMorphing of traditional and digital news sourcesTV remains the main sou