How India spent its screen time in 2025: The battle between OTT, reels, and shorts |
The consumption of OTT content, reels, shorts, and other small-screen formats has seen a significant rise over the past few years. From series that truly entertain to reels that are scrolled as a force of habit, India’s screen pattern highlights how different formats of content battle for viewers’ attention. TOI Habit Index – Insight into…