Archive · 19 Nov 2025
India's Digital Video Ads: High Consumption, Low Recall
Even though Indians watch a lot of digital videos, they barely remember the ads shown.
This is because the ads are often skipped, feel irrelevant, and are not associated with specific brands.
However, content shared on WhatsApp is more likely to be watched and shared.
Nearly 60% of Indian viewers skip digital video ads
Only 11 brands achieved a 3% recall mark
Viewers struggle to associate ads with specific brands
India's digital video environment is fragmented and non-appointment-led
Peer-to-peer content on WhatsApp has higher engagement than ads
- Who
- Indian viewers
- What
- skip digital video ads and struggle to recall them
- When
- currently
- Where
- India
- Why
- due to fragmented viewing, irrelevant ads, and lack of association with specific brands
Advertisers' Perspective
Viewers' Perspective
Ad Recall
Advertisers' Perspective
Low recall rates are concerning for advertisers
Viewers' Perspective
Viewers struggle to recall ads due to their generic nature
Ad Relevance
Advertisers' Perspective
Irrelevant ads reduce engagement
Viewers' Perspective
Viewers find many ads irrelevant to their interests
Peer-to-Peer Content
Advertisers' Perspective
Paid advertising is less effective than social sharing
Viewers' Perspective
Content shared on WhatsApp is more engaging
- Total respondents
- 3,000
- Cities covered
- 10 major cities
- Average daily video consumption
- 2.17 hours
- Platforms used
- YouTube, Facebook, Instagram
- Brands with 3%+ recall
- 11 (e.g., Zepto, Zomato, Meesho)