Start with the size of the audience and the languages it reads. The Internet in India 2025 report from IAMAI and Kantar counted 958 million active internet users in 2025, and said 588 million of them watched short video, with rural viewers slightly outnumbering urban ones. The 2024 edition found that 98 per cent of users had accessed content in Indic languages, and that 57 per cent of urban users preferred content in a regional language. An English-only feed is a choice to speak to a minority. That holds even in the big cities.
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