Lumikai launches latest research report, "From Swipes to Stories: India’s Interactive Media Consumer Unlocked"

We were proud to present our latest consumer research report, “From Swipes to Stories: India’s Interactive Media Consumer Unlocked,” at WAVES 2025.

In a session led by Salone Sehgal (Founder & Managing Partner, Lumikai) and Aditya Deshpande (Vice President, Lumikai), we unveiled data-driven insights based on extensive primary research conducted with nearly 3,000 mobile users across India—spanning regions, age groups, and digital behaviours.

We were honoured to have Mr. Shuji Utsumi, President & COO of SEGA, deliver the opening remarks and share a global perspective on how interactive entertainment is evolving—and how India is emerging as a powerful force in this transformation.

The report highlights how Indian audiences are rapidly transitioning from passive consumption to participatory, creator-led media experiences. Key findings include:

• 44% of gamers in India are now women, up from 41% the year prior.

• 66% of gamers come from non-metro cities, showcasing a broadening and decentralised user base.

• Gaming time now averages 13 hours per week, growing nearly 30% year-on-year—surpassing time spent on social media.

• 56% of gamers who pay make their first in-game purchase within a week of installing, highlighting strong delayed monetisation potential.

• Users in the South spend 1.6x more time on interactive platforms (Instagram, OTT, music), compared to just 1x in the East and North.

• 47% of users say they do not mind ads on interactive media platforms, pointing to increasing ad-tolerance in lean-forward environments.

• 77% of users in the South pay for interactive media services, compared to just 51% in the North. The West however has the highest propensity to pay for games.
  

At Lumikai, we believe that insights like these are crucial for founders, creators, investors, and policymakers looking to build for India’s digital future. As consumer preferences shift decisively toward immersive, interactive formats, the opportunity lies in building products that reflect these evolving consumer preferences. The report, with more such insights, is linked below. If you want to chat with us, write to us at hello@lumikai.com.

Lumikai Consumer Survey .pdf

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