YouTube Is the New TV: How India Stopped Scrolling and Started Sitting Down Again

A recent trend in India has seen a shift in consumer behavior, with people moving away from scrolling through social media and instead spending more time watching YouTube videos. This change in behavior has been observed across various demographics and age groups, with many Indians preferring to sit down and watch YouTube videos rather than scroll through their social media feeds.

This shift in behavior has significant implications for social commerce in India, as it suggests that consumers are becoming more receptive to longer-form content and are willing to engage with videos for extended periods. As a result, businesses and marketers may need to reassess their social media strategies and consider creating more video-centric content to reach their target audiences.