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This shift has fundamentally changed how news and trends are consumed. Over 64% of Indian Gen Z users now consume news and brand content from influencers and creator-led short videos rather than traditional editorial outlets. In response, a new wave of "contentpreneurship" is sweeping the nation, with creators building successful businesses around their online personas. This movement is also democratizing content, with vernacular access becoming standard. Notably, over 77% of Gen Z in India watched content that was translated from another language, breaking down traditional linguistic barriers.

"As much as we are bullish on audio streaming and video streaming, we also understand short format is a very big opportunity of revenue that may open for us right now," said Vikram Mehra, managing director of Saregama. www xxx sex india com hot