The report titled “India Vernacular News and Content Market Outlook to 2027: Driven by adoption of high rural smartphone and internet penetration, shifting consumer preference towards local language and content creation” provides a comprehensive analysis of the Vernacular Industry of India. The report covers an overview of India Vernacular Industry along with the major ecosystem present in the country, evolution in the Vernacular Industry, market potential of Vernacular industry and the associated stakeholders, composition of Digital advertising industry, and the value chain analysis of Vernacular players. The report computes market size from FY’17 to FY’22 for the Vernacular News and content platforms in the country along with the market sizing for major players basis their revenue. Market has been segmented on various parameters involving but not limited to regions, languages, users, business models among others for FY’22. End Users has been analyses along with their pain points, decision making parameters and cost structure prevelant in the industry along with cross comparison of major players. The reports includes trends and developments, Growth drivers, prevelant issues and challenges, Risk involved along with the SWOT analysis, Covid-19 impact on the industry, Technology barriers present and investment analysis of major entities. The reports mentions a detailed operational and financial comparison mentioning parameters such as Average session time in minutes, Languages and Service offered, Platforms, Language and content proportion %, Investment raised and more along with the strength and weakness analysis of companies. The report includes transcripts of interviews for major industry leaders including but not limited to CEOs, Founders, analyst and others. Further report also focuses on the Indian Vernacular Market Segmentation By Business Model (Aggregator, Intergrator and User Based), By Content (Video and Written), By Region (North, South, East and West), By Language proportion (Hindi, English, Tamil, Telugu, Malayalam and Kannada), By operation model (Free users and Paid users). Indian Vernacular Industry report concludes with projections for the future of the industry including forecasted industry size and segmentation by revenue for 2027, and analysts’ take on the future highlighting the major opportunities.
Government has provided support through Niti Aayog’s Vernacular Innovation Program (VIP), wherein ecosystem has build to train the Vernacular entities and assisting them by lowering the language barrier through an extensive training program for 10 weeks. Covid-19 drive the growth of Vernacular Industry with the increasing in screen time of users and data consumption, especially in rural India with majority of migrant labourers went back to their native places.
India Vernacular Market Overview and Size
India Vernacular Market expanded with substantial growth in between 2017 and 2022, with massive growth in the smartphone and internet penetration in the country, high rural migration and internet adoption, preference of local language content over English, and the emergence of players in the Vernacular industry. The massive factors driving the growth are affordable smartphones and internet in the country, rising disposable income, accessibility of vernacular content, increase in people’s attachement towards localized content, and imporving digital literacy in the country.Government has provided support through Niti Aayog’s Vernacular Innovation Program (VIP), wherein ecosystem has build to train the Vernacular entities and assisting them by lowering the language barrier through an extensive training program for 10 weeks. Covid-19 drive the growth of Vernacular Industry with the increasing in screen time of users and data consumption, especially in rural India with majority of migrant labourers went back to their native places.
India Vernacular Industry Segmentation
- By Business Model (Aggregator, Integrator and User Based): Vernacular market in India can be segmented on the basis of Business model: Aggregator, Integrator and User based market on the basis of revenue in FY’22 and Aggregator model is followed by majority of the Vernacular players
- By type of Content (Video and Written): Vernacular market in India can be segmented on the basis of Content: Video and Written on the basis of revenue in FY’22 where written content has higher proportion than the Video content
- By different Region of the country (North, East, West and South): Vernacular market in India can be segmented basis of Region: North, West, East and South regions are distribted in the country on the basis of Revenue of Vernacular players in FY’21 with North and South having the highest market share
- By Language (Hindi, English, Tamil, Telugu, Malayalam, Kannada): Vernacular market in India can be segmented on the basis of language: Hindi, English, Tamil, Telugu, Malayalam, Kannada where Hindi and Tamil have the highest share in revenue for FY’22
- By Operation Model (Free vs Paid): Vernacular market in India can be segmented on the basis of operations model: Free vs Paid where most of the platforms offering free services to their customers on the basis of total service obtainable market
Competitive Landscape in Indian Vernacular Industry
Dailyhunt and One India have dominated Indian Vernacular Industry. However, companies such as Way2News, Lokal, Headline Network are disrupting the Vernacular space by bringing new language and content offering in the country. Vernacular social media companies such as ShareChat and Koo are also on the rise in India Market. In the last few years, Vernacular platforms specialized towards the needs of regional audience, providing localized news and content opportunity in their native languages, thus bridging the language gap for them. These Vernacular companies provides different kind of content to cater the untapped market of rural India. These Vernacular platforms in India have raised several round of funding over the years from prominent venture funds and investors across the country. The Vernacular industry has not fully exploited the commercial part with limited monetization through advertisement only, with many players have not started monetizing their platform.Indian Vernacular Market Future Outlook and Projections
Indian Vernacular market is expected to expand with a double digit CAGR in between 2022 and 2027 on the basis of revenue generated. It is anticipated that Vernacular industry will grow owing to factors such as increasing internet penetration and better content offeringsin a competitive landscape in the coming years. Indians has been culturally conservative towards native language and serves as the perfect audience for vernacular players. The existing news and content companies not in the vernacular space are looking to expand in the industry by offering new languages and relevant information to their platforms. Emergence of Koo is the major landmark in Vernacular social media players where it is competing with the global giant Twitter through its offering in only India languages excluding English. The market growth will be driven by increasing monetization of platforms, acceptability of people to consume in native languages and Vernacular ecosystem expansionKey Segments Covered in Indian Vernacular Industry
Indian Vernacular Market
By Business Model
- Aggregator
- Integrator
- User Based
By Region of Operation
- North
- West
- South
- East
By Language
- Hindi
- English
- Tamil
- Telugu
- Malayalam
- Kannada and Others
By Content
- Video
- Written
By Operation model
- Free users
- Paid users
Key Target Audience
- Vernacular News players
- Vernacular social media players
- Vernacular written content players
- Digital Advertiser
- Vernacular Technology provider
- Vernacular users
- New Entrant in Vernacular space
- Associated or affiliated Banks with Vernacular entities
- Regulatory Bodies for Vernacular entities
Time Period Captured in the Report:
- Historical Period: FY’2017-FY’2022
- Forecast Period: FY’2022-FY’2027F
Companies Covered:
- Vernacular News Platforms
- Dailyhunt
- One India
- News Point
- Headline Network
- Way2News
- Lokal
- PaperBoy
- Vernacular Social Media and Content
- ShareChat
- Koo
- Vokal
- Pratilipi
Key Topics Covered in the Report
- Overview of India Vernacular Industry
- Vernacular India Market Overview
- Vernacular India Market Sizing and Segmentation
- Vernacular Industry Analysis
- End User Analysis in Vernacular Players
- Future sizing and outlook for Vernacular Industry
- Competitive analysis of Indian Vernacular Industry Players
- Value Chain Analysis of Vernacular players
- Vernacular Industry Addressable market
- Recommendations / Success Factors
- Research Methodology
Additional benefits of purchasing an enterprise license:
- TAM/SAM/SOM Analysis
- Customer Cohort Analysis
- Marketing Initiatives
- White Space Opportunity Analysis
- Interactive Data Visualizations
- Customization: 20 Analyst Hours
- 3 Months Post Sales Analyst Support
- Complimentary Update Next Year
- Custom Webinars
Table of Contents
1. India Vernacular Industry Overview
2. India Vernacular Industry Market overview
3. Market sizing of India Vernacular Market
4. Market Segmentation of India Vernacular Market
5. End User Analysis of India Vernacular Market
6. Vernacular India Industry Analysis
7. Competitive Landscape in India Vernacular Industry
9. Future Market segmentation, FY’22-27E
10. Addressable Market of Vernacular Industry
12. Industry Speaks
13. Research Methodology
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Vernacular News Platforms
- Dailyhunt
- One India
- News Point
- Headline Network
- Way2News
- Lokal
- PaperBoy
