Smart changes in media

With the rise of shared devices, smartphones are becoming the poor man's TV while smart TVs are becoming the rich man's smartphone in India

Vanita Kohli-Khandekar
TV advertising

Is the smartphone becoming the poor man’s TV? And is the smart TV becoming the rich man’s smartphone? Much of the research on content consumption, device penetration, and even anecdotal evidence suggests that some fundamental shifts are happening.
For example, one of the most startling findings of Nielsen’s second India Internet Report 2023 is the multiplication of audience due to shared devices. About 85 million users (39 per cent) in rural India watch videos or attend online classes with others — and more women than men do this.
In the 1990s, every copy of an Indian language paper was shared by anywhere from 4-11 readers. As per capita incomes rose, sharing became almost negligible. It seems that a similar trend is happening with smartphones. Nielsen does not capture the number of people sharing a smartphone, but confirms that it is higher amongst lower-price band handset owners and less affluent homes. While overall s
Disclaimer: These are personal views of the writer. They do not necessarily reflect the opinion of or the Business Standard newspaper

Also Read

Premiumisation drove the surge in smartphone sales this festive season

Amazon Smartphone Upgrade Days sale: Know offers detail, discounts and more

Online smartphone sales cross offline numbers for first time ever in 2022

Poco announces offers on smartphones ahead of Flipkart Big Saving Days sale

Amazon Smartphone Upgrade Days sale: Know deals, discounts, bank offers

The lure of local media

Pathaan, fan clubs, and single screens

Fifty shades of stardom

Internet blues for media

Quibbles of a media reporter

India's demographic dividend will remain unpaid

Inflation and its discontents

Get real with targets

Consumer sentiments expected to stay sluggish

Next step for the infotech boom

First Published: Apr 26 2023 | 9:47 PM IST

Explore News

To read the full story, subscribe to BS Premium now, at just Rs 249/ month.

Key stories on are available only to BS Premium subscribers. Already a BS Premium subscriber?LOGIN NOW

Register to