The Mindshare-e4m Content Marketing Trends report was unveiled today in Mumbai in presence of eminent leaders from the media world. The report highlighted key findings in the content marketing ecosystem and insights on the latest trends, challenges and opportunities in the content marketing ecosystem. The report states that in India, regional content consumption is on the rise and Bharat users or those who prefer consuming social media content in regional and Indic languages over English form 49% of the urban active internet users.

“Preference for Indic languages is higher in non-metros at 53% compared to metros at 39%. Also, 93% of YouTube viewers prefer watching content in Indian languages. Besides Hindi, other major regional languages such as Bengali, Gujarati, Punjabi have started to grow in triple digit numbers over the last few years. This has also been attributed to Tier 2+ audiences”, the report added.

The Mindshare-e4m Content Marketing Trends report further states that with higher smartphone penetration, lower internet costs and access to digital payment gateways, Tier 2+ is emerging as the frontrunner in the growth of India’s digital economy. “The movement of consumer behaviour in the regional content category has mandated a shift in content marketing strategies. They are driving social media consumption, not just on Instagram and YouTube, but also across emerging Bharat-first platforms like Josh, Moj, ShareChat”, it added.