Whalesbook
A recent survey by Lumikai, a venture capital firm, found that a majority of Indians now pay for online content, with gaming leading in both spending and attention. The survey of 3,000 mobile users indicates a young, data-hungry audience willing to pay, with 80% using UPI for transactions and many holding multiple subscriptions. Gaming accounts for a significant 49% of attention share and 70% of wallet share for ticket sizes over Rs 1,000. The findings highlight a growing digital economy where women and non-metro users are key demographics.
The survey conducted by Lumikai, a venture capital firm focused on gaming and interactive content, involved 3,000 mobile phone users across India between September 2024 and September 2025.
The findings indicate a significant shift, with a majority of Indian consumers now paying for online content. Unified Payments Interface (UPI) is the dominant payment method, used by 80% of these consumers. A substantial 40% of users maintain three to four active subscriptions, demonstrating a clear willingness to pay for digital services.
India's digitally native audience is characterized as young, data-hungry, and highly receptive to paying for digital experiences. The report highlights that over 46% of interactive media consumers are women, and more than two-thirds hail from non-metro regions, indicating a broad demographic reach. Approximately 80% of users consume over 1 GB of mobile data weekly.
While social media platforms like Facebook, Instagram, and YouTube remain popular, gaming commands a commanding 49% of users' attention share. More significantly, games capture 70% of the wallet share for transactions exceeding Rs 1,000, suggesting a much higher propensity to pay among gamers compared to other entertainment forms. Lumikai's "Swipe Before Type" annual report also notes that women constitute 45% of gamers, and non-metro users make up 60% of the gaming demographic, alongside expanding device diversity.
Spending on different game categories includes 50% for midcore games, 20% for casual games, 15% for real money games (currently banned), and 5% for hyper-casual games.
Users spend an average of 10 hours weekly on social platforms for interaction and community engagement. Additionally, 33% regularly use astrology apps.
Impact
This trend signifies a maturing digital economy in India, with consumers increasingly willing to monetize their online activities. It points to substantial growth opportunities for companies in the gaming, digital content, and subscription service sectors. Investors may find opportunities in platforms catering to these paying consumer habits, particularly in gaming and interactive entertainment. The increasing engagement from women and non-metro users also opens up new market segments.
Terms Explained:
UPI: Unified Payments Interface, an instant real-time payment system developed by the National Payments Corporation of India.
Subscriptions: A recurring payment made to access a service or content over a period.
Attention Share: The proportion of a user's total time spent on digital media allocated to a specific platform or content type.
Wallet Share: The portion of a consumer's total spending on a particular category that goes towards a specific product or service.
Midcore Games: Mobile games offering a balance between casual and hardcore complexity, often with deeper progression systems.
Casual Games: Simple, easy-to-learn games with short play sessions.
Real Money Games (RMGs): Games where players can wager real money and potentially win cash prizes.
Hyper-casual Games: Extremely simple games with minimal mechanics, designed for very short play sessions.
Impact: 7
