Majority of Indians Now Pay for Online Content, Gaming Dominates Wallet Share According to Lumikai Survey

Most Indians now pay for online content, with gaming taking a significant share of payments over Rs 1,000. This insight comes from a survey conducted by Lumikai, a venture capital firm focused on gaming and interactive content. The survey included about 3,000 mobile users across India from September 2024 to September 2025.

Salone Sehgal, Founder and Managing Partner at Lumikai, highlighted that the survey revealed a young, data-driven audience willing to pay for digital content. Sehgal noted that social media platforms like Facebook, Instagram, and YouTube are major attention grabbers. However, gaming holds a notable 49% of the attention share.

Gaming Dominance in Digital Payments

The report indicates that games account for 70% of wallet share for transactions exceeding Rs 1,000. This suggests gamers are more inclined to spend compared to other entertainment forms. Among those surveyed, 50% paid for midcore games, 20% for casual games, 15% for real money games (now banned), and 5% for hyper-casual games.

Sehgal mentioned that the digitally native audience in India is not only young but also eager to consume data. The survey found that 80% of respondents use UPI for payments, and at least 40% have three or four active subscriptions.

Demographics and Data Consumption

Women make up over 46% of India's interactive media consumers. Additionally, more than two-thirds of these consumers reside in non-metro areas. Around 80% of them use over 1 GB of mobile data monthly. The report titled "Swipe Before Type" highlights the evolving gaming landscape driven by women (45%), non-metro users (60%), and diverse devices.

When asked about potential data overlap from children using their mothers' phones, Sehgal clarified that all survey participants were above 18 years old. This ensures the findings accurately represent adult consumer behaviour.

Social Media Engagement

The report also found that users spend about 10 hours weekly on social platforms. Their primary motivations include connecting with friends, influencers, and communities with shared interests. Additionally, 33% of users regularly engage with astrology apps.

The findings underscore the growing willingness among Indians to pay for digital content. Gaming remains a dominant force in this shift towards paid online experiences.

With inputs from PTI