The Swipe Before Type Generation: How India Is Rewriting The Rules Of Attention

The Swipe Before Type generation is transforming India’s engagement with digital media. The average individual in India dedicates about 10 hours a week to social applications, actively participating rather than just passively scrolling.

The last ten years of digital growth in India focused on accessibility. The coming years will shift towards deeper engagement and individual empowerment.

This is a generation that no longer just watches; they engage, create content, and make purchases. The average Indian smartphone user now spends more time interacting with content, effectively turning spare moments into opportunities for participation. This development signifies the birth 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 scene is transitioning from passive consumption to active involvement.

Approximately 80% of users consume over 1GB of data daily, with more than two-thirds of these users hailing from non-metro areas. The trend towards digital immersion has become commonplace, supported by affordable smartphones and seamless payment systems.

Users dedicate six hours weekly to watching videos, eight hours to gaming, and ten hours to engaging with social applications. However, the method of engagement is evolving swiftly.

Short-form video content now surpasses all other formats, with 41% preferring it to lengthy OTT alternatives. Moreover, one in five users watches microdramas—brief, episodic stories that fit into moments between other activities, which have rapidly gained popularity.

As hypercasual gaming innovated the gaming sector, TikTok revolutionised social media, and microdramas are now reshaping video entertainment. The future of entertainment is no longer scheduled but rather ambient, participatory, and frictionless.

India’s Pay-First Moment

The long-standing notion that Indians are reluctant to spend has been upended. The Lumikai report reveals that consumers are now actively spending across all interactive categories.

• Nearly 44% of video consumers are willing to pay for content, predominantly on OTT and microdrama platforms.
• 57% of audio users invest in podcasts, music, or audio series.
• 43% of social media users purchase virtual gifts, subscriptions, or give creator tips.
• One in three gamers engages in in-app purchases, with over half completing transactions within their first week of installation.

In terms of higher expenditure, gaming accounts for a 70% share for transactions over INR 1,000, while video and social platforms attract mid-range spending between INR 200 and INR 500.

Digital consumers in India cherish seamless and rewarding experiences that provide elements of identity, status, or community in return.

The Rise Of The Participatory Consumer

Social media platforms in India are evolving from mere feeds into dynamic feedback loops.

While Facebook and Instagram continue to dominate user engagement, substantial growth is evident on interactive platforms such as Eloelo, Astrotalk, and Snapchat.

Users are now spending over ten hours each week on social media, displaying a growing inclination toward interactive, live, and creator-focused formats.

Nearly 40% of these users have participated in virtual purchases or tips. Even within spiritual and emotional domains, digital transformations are underway. One in ten Indians uses astrology or spiritual technology applications daily, seeking solace, guidance, and immediate connection. The trend of spirituality-on-demand is now emerging.

Gaming: India’s Playground Economy

Gaming remains the most engaging and diverse form of interactive media in India.

Women now constitute 45% of gamers, with the largest demographic ranging from 18 to 30 years old, predominantly in non-metro locations. While India continues to be mobile-first, with 97% of users gaming on their phones, preferences are maturing.

Currently, 30% of gamers own gaming PCs, while 22% have access to consoles. Gamers often play two to three games concurrently, driven by desires to relax, socialise, and advance.

Monetisation strategies in gaming are also evolving. One-third of gamers make in-app purchases, primarily for aesthetic enhancements and power-ups.

More than 90% of gaming transactions are processed through UPI or digital wallets, highlighting the seamless connection between gaming and payment.

With recent government regulations leading to a decline in RMG activities, users are shifting from RMG to free-to-play titles (such as BGMI, Free Fire) and various video and audio interactive social platforms (like StoryTV, Astrotalk, Kuku TV).

The Investor Lens

This transformation indicates a marked readiness of the market. Today’s digital audience in India is not just a consumer but also a co-creator.

Interactive consumers represent a significant market, affirming new business models grounded in engagement, community, and emotional connection.

They binge on microdramas during breaks, provide tips to creators during live sessions, and invest in digital identities within games. The act of swiping embodies a philosophy of existence rather than mere convenience.

As noted in the Lumikai Swipe Before Type 2025 Report, the evolution of India’s digital landscape illustrates a transition from reach to revenue.

Thus, for entrepreneurs and investors, the opportunity becomes evident. Focusing on interactivity is increasingly vital for consumers seeking immersion and personalised experiences.

Furthermore, developing robust monetisation strategies, creating engagement loops that bind users and products, and prioritising retention are crucial to appealing to this new-age audience.

The upcoming generation of Indian consumers will act as collaborators, shaping, sharing, and spending in the world’s most participatory digital economy.