Long & short of video use: India 2 times faster than China, says Bain & Co

Online video user penetration here is about 60% of Internet users versus over 90% in China

If you are among those who took to watching videos over the last year, especially during the pandemic-induced lockdowns, you are part of India’s ballooning online video user base, which is now over 350 million, and growing at 24 per cent annually from 2018 to 2020—two times faster than countries such as China and Indonesia.

What’s more, the time spent by active users per day on online videos has increased by 60-70 per cent over this period, a report by management consulting firm Bain & Company, titled “India Online Videos–The Long and Short of It”, has found.

The report also