Mumbai: Punjabi is the most popular regional language, while Korean takes the lead as the most preferred international language in India, revealed Iplix Content Consumption Survey. 52.5 per cent of respondents spend an average of two-four hours per day on social media. Among the platforms, maximum time was spent on YouTube, followed by Instagram and Snapchat, the study further revealed.

With the growing affinity for regional languages, Punjabi emerged as the most preferred regional language with 24.3 per cent of users opting for it. Marathi was at 9.9 per cent. Among popular international languages, Korean took the top spot, validating K-Pop’s craze in India. Comedy was the most popular category, followed by travel and technology. Infotainment (43.3 per cent) and gaming (31.1 per cent) were the most-consumed categories.

52.5 per cent of respondents spend an average of two-four hours per day on social media. YouTube took the lead in ‘time spent on platforms’ (87.5 per cent), followed by Instagram and Snapchat. In further bifurcation, 57.3 per cent of people consume 5-15 minutes-long content on YouTube, and 54.3 per cent consume short-form content (reels) the most on Instagram.

Influencer marketing and talent management agency Iplix’s Content Consumption Survey was carried out with over 14600 respondents, the majority of which came from metro cities (40.6 per cent), followed by Tier-II cities at 35.2 per cent. 86.8 per cent of the respondents were Gen-Z (less than 25 years of age).

“Creator Economy is growing at a scale which none of us could have imagined and content is the biggest contributing factor behind it," stated Iplix Media LLP co-founder Neel Gogia. "We at Iplix Media believe in the power of content and are constantly working with brands and content creators to bring the best quality content to the audience. This content consumption survey is an initiative towards furthering the same vision and mission. We came up with it to help our stakeholders- brands and content creators, understand the audience and their changing preferences better.”