Localising of internet: A peek into state-wise consumption of online media

The report is an illustration of the axiom that media is the most local of all products

There is no national media brand.

Malayala Manorama (Malayalam) and Rajasthan Patrika (Hindi) are popular outside their home states. However, Daily Thanthi (Tamil) and Lokmat (Marathi) are not. The Indian Express Group, NDTV, Network18, almost every major online publisher has a bigger presence in Delhi than nationally.

These are some of the insights from a study, “State Level Clusters in India”, released by media measurement and analytics company Comscore earlier this month. The study offers the first ever peek into state-wise consumption of online media and brands.

Comscore data usually looks at desktop plus mobile consumption. “There are more than