The Indian language news user is more valuable for publishers and advertisers, compared to the general Internet Indian language user, finds new Kantar-Google report

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Google News Initiative today unveiled the findings of a comprehensive research report conducted by Kantar. The report titled, Indian Languages – Understanding India’s Digital News Consumer, captures the distinct news content consumption preferences and behaviors of the online Indian language news consumer in India. The effort is intended to serve as an informed searchlight for publishers and advertisers seeking insights about how to engage with this valuable audience to build sustainable offerings.

Kantar conducted more than 64 qualitative discussions across 16 cities, and more than 4600 in-person interviews in 43 urban cities across 14 states from November 2022 until March 2023. Covering 8 languages viz  Bengali, Gujarati, Hindi, Kannada, Malayalam, Marathi, Tamil and Telugu, both male and female respondents above the age of 15 from NCCS A, B, C and D/E, the report presents comprehensive insights about Indian language digital news consumers.

Shedding more light on the findings of the research, Biswapriya Bhattacharjee, Director – B2B & Technology, Kantar, said, “The Indian language news consumer has traditionally always been considered less affluent and as having less of an appetite for complex content, as compared to the English language news consumer. This study shatters that myth — the language news consumer is evolved, urban, diverse and demonstrates a willingness to pay digitally. This can unlock enormous opportunity for publishers and advertisers.

Sanjay Gupta, Country Head and Vice President, Google Indiasaid, “In a world where content can be translated into multiple Indian languages at scale, the opportunity with Indian language content, unconstrained by geography, is no longer regional but global. Content businesses including digital news publishers have the potential to unlock new growth avenues by better engaging with an evolved and affluent cohort of Indian language digital news consumers. As a growing digital economy, we need to come together and build new propositions and brands across mediums to engage with consumers who are seeking authentic, reliable and high-quality content. All the shifts we’ve spoken about today are pointing us towards the future of news that is still evolving and we, as Google, are here to support this transition.

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