India, Nov. 24 -- The average Indian spends 10 hours a week on social apps. But they're not merely scrolling, they are interacting and transacting.

The last decade of India's digital story was defined by access. The next will be defined by immersion and agency.

A generation that once streamed, scrolled, and watched - now swipes, creates, and pays. The average Indian smartphone user spends more time interacting with content than ever before, turning every idle moment into an act of participation.

This is the story of India's new attention economy.

From Lean-Back to Lean-Forward

According to the Lumikai Swipe Before Type 2025 Report, India's interactive media universe has shifted from passive consumption to participatory engagement.

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