The business of online content in India

Abstract

Just six years ago, in 2005, only 4.5% of the Indian population was using the Internet. In 2010, this figure had jumped to 8.5%! Today, with more than 100 million users, India ranks fourth in the world in terms of number of people on the internet, behind China, European Union and United States1. The growth in internet penetration in India has been fast. Content on the internet can take many forms – videos, articles, games, music, news, maps, specific local information and more. However, most users cannot directly reach the content they desire to consume – they must use intermediary services like search engines and content aggregators or portals to reach the desired content.