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Tag: Glance

  • Mipcom 2025: Glance to crack the code on what audiences actually want

    Mipcom 2025: Glance to crack the code on what audiences actually want

    PARIS: In a media landscape where Netflix and YouTube hoover up nearly half of all US streaming hours, knowing what audiences want isn’t just useful—it’s survival.

    Glance, the TV and video market intelligence outfit, will lay bare the winning formulas at Mipcom Cannes 2025 next month, drawing on audience data from more than 120 territories to answer the industry’s most vexing question: who’s watching what, how and why?

    Frédéric Vaulpré, senior vice-president, and Maryam Ramassamy, international research director, will lead the session on 13  October, tackling how content creators can stand out as linear TV withers and streaming platforms multiply like rabbits.

    The presentation will dissect BVoD strategies including TF1+’s digital ad revenue surge, and explore the curious phenomenon of “co-petition”—traditional broadcasters cosying up to the very streaming giants eating their lunch. With advertisers fixated on the golden 25-49 demographic and revenues under pressure, the old rules no longer apply.

    Glance will showcase how hyper distribution—flinging content across AVoD, Fast, SVoD and linear channels simultaneously—often trumps exclusivity. The session will also examine how content is tapping into geopolitical anxiety, evolving gender norms and early-2000s nostalgia, whilst high-concept formats embrace AI and other shiny new tech.

    “The media landscape is more fragmented than ever, yet the need for precise audience intelligence has never been greater,” said Vaulpré.

    Ramassamy added: “Our industry is trying to cope with a fundamental change in how audiences consume TV, in both substance and form. The storytelling needs to be closer to audiences’ current state of mind.”

    Glance, part of Médiamétrie, delivers official ratings for more than 7,000 channels and works with over 100 data providers and 230 major broadcasters, streaming services and production studios worldwide. The Paris-based firm employs over 700 people and notched  a turnover of €103.5m in 2024.

    The session takes place at 9 am on 13 October in the Grand Auditorium at the Palais des Festivals.

  • Truecaller names Athul Prabhu product director for ads business

    Truecaller names Athul Prabhu product director for ads business

    MUMBAI: Truecaller has tapped Athul Prabhu as product director for its advertising arm, a move aimed at supercharging the company’s biggest growth engine.

    Prabhu, an ad-tech veteran with stints at Glance, TikTok, Viacom18 and Nielsen, will shape the product vision and strategy for Truecaller Ads. At Glance, he built the lock-screen app’s ad-tech infrastructure from scratch, enabling global monetisation through programmatic and direct sales.

    The appointment comes as Truecaller Ads, delivering more than 5 billion daily impressions and used by over 10,000 brands, cements its reputation as one of the world’s largest mobile advertising platforms. Hemant Arora, vice-president of the global ads business, said Prabhu’s remit will be to design a diversified suite of AI- and data-led products tuned to local markets.

    Prabhu, an IIT Kanpur graduate with an MBA from ISB Hyderabad, called the platform “uniquely positioned to redefine the future of trusted communication and digital advertising”, citing its reach and user trust as rare assets for brands.

    Advertising accounts for the lion’s share of Truecaller’s growth, and the company is betting Prabhu can turn scale into sharper monetisation.

  • Glance recruits digital exec Lalwani

    Glance recruits digital exec Lalwani

    MUMBAI: Tarun Lalwani has jumped ship from JioStar to take up the role of director of strategic partnerships, content strategy and design at Glance, the mobile lock screen platform.

    The move comes after a remarkably brief five-month stint at JioStar, where Lalwani served as senior director of digital licensing and partnerships following the merger of streaming services JioCinema and Hotstar.

    Lalwani brings a packed portfolio of digital content experience to his new position. Before his lightning-quick tenure at JioStar, he spent over three years at Viacom18, where he climbed to senior director overseeing digital licensing, strategic partnerships, user growth and content partnerships.

    His CV reads like a who’s who of India’s digital entertainment landscape, with previous roles at ESPN, Hotstar, IndiaCast and Wizcraft International Entertainment.

    At Glance, which transforms smartphone lock screens into content discovery platforms, Lalwani will likely leverage his extensive experience in forging partnerships across the digital content ecosystem.

  • Cricket fans score with second screens: Glance report

    Cricket fans score with second screens: Glance report

    MUMBAI: Cricket enthusiasts across India are no longer content with merely watching the game—they’re demanding a richer, more immersive experience on their second screens. A new report from Glance, the world’s leading smart lock screen platform, has caught the digital behaviours of these sports-mad fans with their fingers firmly on their mobile devices.

    Released yesterday in partnership with InMobi Advertising and AppsFlyer, the Decoding Indian Cricket Fans report lays bare how cricket has become less about passive viewing and more about active engagement across multiple screens.

    During last year’s IPL tournament—a veritable religious experience for Indian sports fans—a whopping 120 million users turned to the Glance smart lock screen platform, driving engagement levels 2.4 times higher than normal periods. These smartphone-wielding enthusiasts spent 44 per cent more time consuming cricket-related content, generating an eye-watering 314 billion glances and 433 million taps.

    “At Glance, we’re reimagining how consumers interact with their daily devices such as mobile lock screens and connected TVs, transforming them into more engaging screens and smarter surfaces,” says InMobi and Glance chief marketing officer  Bikash Chowdhury clearly pleased as punch with the findings.

    While English dominated content consumption at around 81 per cent, regional languages are staging a remarkable comeback. Hindi led the vernacular charge at 36.22 per cent, followed by Tamil (25.31 per cent), Kannada (15.35 per cent), Marathi (12.13 per cent) and Telugu (10.99 per cent)—suggesting cricket’s appeal transcends linguistic boundaries.

    The report also reveals that 74 per cent of cricket content consumers use devices priced under Rs 30,000, making this a mass-market phenomenon rather than an elite pastime.

    Cricket season isn’t just about runs and wickets—it’s about apps and clicks too. Last year’s tournament saw Android app installs surge by a hefty 35 per cent from pre-season to peak, while iOS installations jumped 28 per cent.

    Gaming apps enjoyed click-through rates six times higher than normal periods, while home entertainment platforms saw rates 5.6 times higher. Cricket fans also proved themselves to be an advertiser’s dream, with 9.4 per cent more in-app clicks, 21 times higher video ad engagement, and full-screen interstitials delivering 13 times better performance than industry benchmarks.

    “The intersection of cricket and digital engagement has never been more powerful,” says AppsFlyer,  general manager Insea/ANZ Sanjay Trisal, clearly bowled over by the numbers. “This is a prime opportunity for brands—not just to reach audiences but to engage them meaningfully at high-intent moments.”

    For marketers looking to cash in on cricket mania, the report offers a clear message: start early, target multiple screens, and don’t retire once the tournament ends. Remarketing strategies should be timed according to category, with entertainment and food delivery apps performing best mid-season, while finance and investment apps hit their stride after the final whistle.

    As the report aptly concludes: “As with a good shot, timing is everything.”

  • Glance-upGrad partner up to tackle India’s 13.4 per cent unemployment rate

    Glance-upGrad partner up to tackle India’s 13.4 per cent unemployment rate

    MUMBAI: Imagine unlocking your phone and unlocking your future at the same time.

    In a world where smart screens are as essential as the air we breathe, Glance and upGrad are reshaping how we learn and grow. This groundbreaking collaboration turns your lock screen into a gateway of endless possibilities, offering free, job-ready skills through upGrad’s Intern-Zip programme.

    With the swipe of a finger, millions of young Indians now have access to life-changing upskilling opportunities, proving that in the 21st century, innovation and ambition go hand in hand.

    Glance reaches 235 million users daily, nearly 47 per cent of whom are under the age of 24—making it a strategic platform to connect with young Indians. Within three weeks of the launch, upGrad’s content has garnered over 100 million views (glances) on lock screens, underscoring the programme’s reach and impact.

    The Intern-Zip programme, designed for individuals aged 20-24, aims to address India’s 13.4 per cent unemployment rate among graduates by equipping them with skills for professional success. Courses include foundational topics such as technical expertise, soft skills, and professional development, all accessible directly from the users’ lock screens.

    InMobi co-founder & Glance COO & president, Piyush Shah expressed optimism about the initiative, “With Glance, we’re not only reaching millions—we’re empowering them to seize opportunities and inspire them to discover something new every moment. By bringing upGrad’s workforce-ready content directly on smart lock screens, we’re equipping users with technical expertise, soft skills, and professional development tools.”

    upGrad co-founder, Mayank Kumar highlighted the relevance of skilling in a transforming economy, “India has now become a global epicentre of learning and skilling, and this is the most opportune time to scale our value proposition to a different demographic altogether. Partnering with Glance allows us to expand our reach and leverage smart tech integration, further reinforcing our commitment to this cause.”

    Glance chief marketing officer, Bikash Chowdhury underscored the programme’s alignment with India’s broader economic goals, “As India works towards becoming a $5 trillion economy, a skilled, adaptable workforce is essential for sustaining growth and solidifying the nation’s standing as a global talent hub. Our goal with the Glance for Good programme is to inspire positive behaviour and drive large-scale, real-world impact.”

    By combining Glance’s AI-driven lock screen platform, available in seven Indian languages, with upGrad’s expertise in skilling, the initiative creates an unparalleled opportunity to empower India’s youth and address the evolving demands of a tech-driven economy.

  • Glance, Airtel launch AI-powered Glance TV, rivaling Dor TV’s offerings

    Glance, Airtel launch AI-powered Glance TV, rivaling Dor TV’s offerings

    MUMBAI: Imagine walking into your living room after a long day, sinking into your favorite corner of the sofa, and glancing at your TV-not as a blank, lifeless screen but as an AI-powered gateway to a world of interactive wonders. A flicker of curiosity, a spark of excitement, and suddenly, your television transforms into more than a passive device-it becomes an experience.

    This vision of seamless, intuitive engagement has now been made possible by Glance, the brainchild of visionary founders Naveen Tewari and Piyush Shah. With an eye on reimagining how we connect with everyday technology, Glance has taken a bold leap into the future with Glance TV. This groundbreaking platform breathes life into idle connected TV screens, turning them into vibrant, interactive surfaces powered by AI.

    Debuting in India through a partnership with Airtel Xstream and Android TV OS, Glance TV is not just a new product—it’s a revolution in how we perceive home entertainment.

    Glance

    For those who dare to dream big and look beyond the ordinary, Glance TV is here to ensure that every moment spent in front of your screen is worth the glance.

    Glance TV redefines traditional connected TVs by turning passive moments into engaging, real-time experiences. Unlike conventional screens, Glance TV remains always-on, delivering live, personalised, and trending content tailored to user preferences, even when TVs are not actively used.

    In its first deployment phase, Glance TV has already reached over one million Airtel Xstream devices, with users engaging for an impressive average of 200 minutes across three daily sessions. By June 2025, Glance TV aims to expand to four million devices in India, with plans for entry into select global markets soon.

    Glance2

    Glance TV offers live updates across diverse categories, including breaking news, entertainment, sports, finance, technology, and more. Its live sports updates deliver real-time scores, statistics, and detailed scorecards. A weather widget further enhances functionality, ensuring users receive essential updates to plan their day effectively. The platform sources content from leading publishers and currently operates in English.

    Airtel Digital TV, CEO, Siddharth Sharma said, “Customers increasingly seek platforms offering more than traditional entertainment. Our partnership with Glance elevates customer experience by integrating advanced AI technology directly into their TVs, creating an unmatched interactive platform.”

    InMobi co-founder & Glance president & COO, Shah commented, “Glance TV redefines the television experience by elevating screens into dynamic, AI-powered platforms. By blending content with interaction, we transform TVs from mere entertainment devices into intelligent surfaces that engage, connect, and inspire users.”

    As India’s connected TV market crosses 40 million devices, the stage is set for a vibrant battle of innovation and consumer delight. Anuj Gandhi’s trailblazing vision with Dor TV ignited the spark, receiving a warm embrace on its debut. Yet, the plot thickens as Glance TV strides into the spotlight, carving its dominance in the digital age.

    The question now isn’t just who will lead, but how far they’ll push the boundaries of what’s possible. Will it be Dor TV, with its homegrown roots and pioneering spirit? Or will Glance TV’s bold strides cement its place as the visionary leader of this transformation?

    One thing is certain: the journey ahead promises a kaleidoscope of breakthroughs, rivalries, and endless possibilities for the connected future of India.

    The spotlight is on—and the story has just begun.

  • Glance & Swiggy Instamart unite to speed up Q-commerce

    Glance & Swiggy Instamart unite to speed up Q-commerce

    Mumbai: Glance, a smart lock screen platform, and Swiggy Instamart, aquick commerce platform, have partnered to launch a one-tap purchase feature directly from Glance’s lock screens. This allows CPG brands on Swiggy Instamart to connect with over 230 million active users, simplifying the process from product discovery to purchase.

    With four out of five Android users in India interacting with Glance’s lock screen, the platform has become a key discovery point for brands. This partnership enables brands to reach users early, driving awareness and purchases with a single tap that redirects users to the product page on Swiggy Instamart.

    Glance uses Swiggy Instamart’s user data to create audience cohorts, targeting promotions more effectively. By combining Swiggy’s user preferences with Glance’s engagement data, this approach improves purchase intent and conversion rates.

    Five CPG brands have already used this feature, with one energy drink seeing a 20 per cent sales increase and a nutrition supplement brand recording a 10 per cent sales rise and seven per cent market share growth. Overall, brands experienced over 10 per cent sales growth, driven by both new and existing customers.

    InMobi consumer and performance advertising – CBO Vasuta Agarwal said, “We are excited to partner with Swiggy Instamart to transform the way India’s CPG brands drive growth on quick commerce. By integrating Glance’s premier screen presence, targeting capabilities and reach of over 230 million users with Swiggy Instamart’s quick commerce convenience, we are setting a new standard for brand engagement in today’s fast-paced digital landscape. With one-tap purchases directly from lock screens, we aim to empower CPG brands to connect with consumers in real-time, effortlessly turning intent into action.”

    Glance has deep integration with InMobi Exchange which allows Glance and Swiggy audiences to extend their advertising campaigns to mobile app users across around 30,000 apps in India. Homegrown InMobi Exchange is one of the biggest and most addressable mobile exchanges which allows brands to seamlessly extend their campaigns on other premium apps.

    Swiggy’s head of growth marketing Amitkumar Banka said, “Glance smart lock screen has proven to be a powerful first touchpoint for Android users, driving meaningful results for CPG brands on Swiggy Instamart. As Swiggy Instamart continues to grow, we’re excited to collaborate with Glance to engage users instantly, creating real-time connections that translate into tangible business results.”

    Swiggy’s director of growth Kashish Vasandani said, “This unique partnership between Glance and Swiggy allows brands on our platform to seamlessly reach their audience on either the lock screens of their smartphones or within 1000’s of other premium apps that consumers use via InMobi Exchange.”

    Glance and Swiggy Instamart aim to replicate the success of initial campaigns across hundreds of CPG brands converting everyday lock screen interactions into measurable business outcomes.

    Glance is an AI-driven platform that delivers a wide range of engaging experiences directly on Android lock screens, including games, entertainment, news, sports, and shopping, all available in seven Indian languages. By partnering with reputed publishers and developers, Glance’s AI curates premium content tailored to each user’s preferences. This allows users to access relevant information seamlessly, without unlocking their phones or navigating through multiple apps.

  • Adjust and Glance unite to unveil ‘The Cricket Playbook for Growth Marketers’

    Adjust and Glance unite to unveil ‘The Cricket Playbook for Growth Marketers’

    Mumbai: As India gears up for another exciting cricket season, marketers and advertisers across India are set to gain invaluable insights from the report titled ‘The Cricket Playbook for Growth Marketers’, jointly presented by mobile marketing analytics platform Adjust and one of the world’s leading Smart Lock Screen platforms, Glance. It is a guide for growth marketers who want to leverage this opportunity for mobile advertising, providing a unique avenue to deliver delightful consumer experiences.

    The report covers trends and insights on user behavior and content consumption during the cricket season and best practices for engaging with cricket enthusiasts especially on smart surfaces. It encourages growth marketers to embrace artificial intelligence and machine learning to generate personalised content at scale, tailor user experiences, drive efficiencies and measure success. Employing device-based attribution models will improve accuracy, minimise ad fraud and maximise returns on campaign spends.

    InMobi Group chief business officer Vasuta Agarwal said, “Owing to soaring costs during this sporting tournament, mobile becomes a preferred, innovative and lucrative medium for advertisers compared to traditional platforms. In fact, 73 per cent of IPL viewers tuned into the tournament digitally last year, and 30 per cent prefer watching it solely on mobile. The advent of smart surfaces like the Glance smart lock screen that facilitate effortless app downloads with a single tap is a game changer. We are glad to share these insights with the marketing community in collaboration with an industry partner like Adjust.”

    Cricket fans are diverse, tech-savvy and highly engaged on their mobile devices and use it as the second screen for live match updates, browsing, ordering and socializing. They consume content in various languages and formats and prefer it to be instant and seamless.

    Glance revealed interesting smart lock screen insights based on the 128 million users that tuned in for periodic updates of India’s favorite cricket tournament in 2023. The platform received 2.6 times higher engagement on video with a distinct surge in activity in the second half of the day, and 35 per cent of cricket content engagement came from vernacular languages. 70 per cent of cricket viewers were Gen Z and millennials, 65 per cent were male, 30 per cent were aged 45 plus and 55 per cent were from tier-I cities. While the highest cumulative engagement came from the South Indian region, Delhi, Maharashtra, and Uttar Pradesh were the most engaged states.

    According to Adjust data, the country’s most popular sporting season drives higher app installs, session lengths and retention rates for various app categories, especially streaming, news, gaming, e-commerce, and food delivery. Compared to the overall 2023 daily install average during the IPL season, mobile apps overall and streaming apps witnessed 13 per cent and 45 per cent greater installs respectively. Streaming apps saw the longest session lengths, with the average session length having increased from 20.24 minutes to 32.48 minutes. The largest retention was in games, up three percentage points from 21 per cent to 24 per cent.

    “Adjust empowers marketers to navigate the dynamic landscape of mobile advertising with confidence and precision. Our robust measurement solutions enable marketers to seamlessly evaluate user quality across diverse acquisition channels, including innovative platforms like Glance. With Adjust’s comprehensive user lifecycle tracking and innovative products like incrementality, marketers can unlock the full potential of their campaigns, harnessing the power of tentpole sporting events to drive growth and maximize ROI. Together with Glance, we’re shaping the future of app marketing, delivering actionable insights and best practices to fuel success in the competitive mobile landscape,” added Adjust director of partnerships – APAC Ajit Pawar.

    As per the report, marketers should consider the context and content of their campaigns to connect with cricket fans, strategizing for before, during and after matches. They should also explore new formats and channels such as polls, quizzes, interactive units and smart lock screens to create immersive, interactive and engaging experiences.

    Six tips for marketers to maximise success during the cricket season:

    1.  Enable seamless app installs on the first mobile touchpoint.

    2.  Tap into match moments to create intuitive experiences and re-engage consumers.

    3.  Enable discovery with a single tap to let fans get your app and their content before they unlock their phones.

    4. Stay present and relevant throughout the cricket season.

    5. Focus on data-driven decision-making by measuring success and observing usage trends,

    6. Understand the assisting influence of various channels to drive conversion.

    To read more about The Cricket Playbook for Growth Marketers, visit https://inmo.bi/3wVmlYS

  • “Attention span is going less because of so much content in apps”: Vasuta Agarwal

    “Attention span is going less because of so much content in apps”: Vasuta Agarwal

    Mumbai: Glance has unveiled its 2024 Trends Report for India, revealing a significant shift in user engagement patterns towards personalised content discovery. With over 235 million active users, the emergence of ‘glancing’ has redefined how users interact with digital content, offering a refreshing alternative to traditional app-based browsing. This trend effectively addresses concerns such as information overload and app fatigue, allowing users to discover relevant content effortlessly.

    A noteworthy finding of the report is the active engagement of users with content in their preferred regional languages. On a daily basis, regional language content received an impressive 550 million ‘glances’, with 10 out of the top 25 pieces focusing on regional subjects like news, movies, and local interests. This surge in demand for personalised linguistic experiences is evident as users accessed regional content almost twice as much as English content.

    In terms of content consumption, national news, sports, and entertainment emerged as the top three categories, comprising 19 per cent, 18 per cent and 16 per cent of user interactions respectively. National events such as the G20 summit and the Chandrayaan mission garnered immense attention, with four billion and two billion glances respectively.

    Indiantelevision.com on the sidelines of the media roundtable conference held by Glance, caught up with InMobi Group business officer Vasuta Agarwal where she explained how this report would be beneficial from the brand’s perspective.

    Edited excerpts

    On sharing the brief of this report and the need to create one

    The report was about the user trends that we are seeing at Glance’s platform. We have been releasing similar reports every year because the intent is to capture the essence of the year on what’s been happening on Glance around the world. Last year’s report wouldn’t have been around the world because we were primarily in India and Indonesia at the time. This time we are gaining presence in other markets as well.

    On brands effectively targeting the diverse user base of over 235 million active Glance Smart Lock Screen users in India

    What we know broadly about the users is the demographic. We talked about 61 per cent being male and 39 per cent female. We know a little bit about their location and which cities they are in. We know what kind of content they are consuming like travel, who likes news, sports etc. Using all of these different elements, we create audiences which brand may want to reach out and that’s how the audience part happens. We bring in both interactivity and the engagement in the creatives.

    On the role of creativity in capturing the attention and interest of Glance Smart Lock Screen users

    I think it plays a big role. Attention span of the users is a huge challenge now because people have so much to consume and so many apps to go into. Capturing user attention has become a huge problem for brands because we have been present on the lock screen of the device. It becomes much easier for the brands to reach the users because you are right there on the first screen of the phone. Then comes the creativity like how you’re gonna hold the users attention, can you create some element of interaction, or some gamification like for example we talked about we used IPL live score to bring engagement. We used different color catalogs for American Tourister for interactivity. So different elements in the creative can help users to engage with brands.

    On attention span reducing more and more due to rapid advancement in technology

    Attention span is going less because of so much content in apps. The challenge at some times is that users themselves don’t know where to spend time. It is a combination of both. If there weren’t so many, users might not engage too much on the phone. That’s why it becomes important how you get the right information and content to the user so that their time is well spent. At Glance, we try to bring the right personalisation for users so what is useful for you might be very different then what’s useful for me and so on.

    On brands ensuring their content remains relevant with users

    There are a lot of things that brands need to do. One is that creators need to be continuously looked at because unless creatives keep with where the user is spending more time. For instance, five years back nobody was making videos on insta reels on the brand’s side. Until two and a half years back, nobody was making special creatives for brands because as users are spending more time on the platforms, brands also have to innovate and capture their attention. I think that’s a continuous thing that brands have to invest in. Now it’s much faster, earlier disruption would happen in ten years, now it happens every 6-12 months so we have to keep up with that pace. 

  • India is glancing: Over 235 million active users explore trending content and experiences on their Glance Smart Lock Screens  

    India is glancing: Over 235 million active users explore trending content and experiences on their Glance Smart Lock Screens  

    Mumbai: Glance, one of the world’s leading Smart Lock Screen platforms, has released the Glance Smart Lock Screen Trends Report India 2024, which highlights a significant shift in user engagement with digital content. The report finds that rise of ‘glancing’ has emerged as a phenomenon for discovering personalized content and experiences on Smart Lock Screen. This trend, observed among 235 million active users on the platform, offers a fresh approach to content consumption compared to traditional app-based browsing. It effectively tackles issues such as information overload, irrelevant content, and app fatigue.

    Since its inception in 2019, Glance has revolutionised content discovery for hundreds of millions of users, by providing personalised content on their smart lock screen. The report highlights that users across the board are increasingly turning to their Glance Smart Lock Screen to get LIVE updates of major premium events, for which television used to be a preferred medium not long ago. For instance, from IPL and Cricket World Cup to FIFA WC Qualifiers, Men’s Kabaddi and Women’s cricket, Glance Smart Lock Screen provided real-time updates to millions of sports lovers through 2023. During IPL and Cricket World Cup alone, the live score widget provided on the Glance Lock Screen attracted an impressive 3.5 million daily active users (DAUs). Similarly, Glance also presented exclusive content and LIVE shows on the iconic reality TV show, Bigg Boss Season 17, generating 6 billion glances throughout the season.  

    The report highlights another compelling trend, which is the active pursuit and engagement of users with content in their preferred languages. Content served in regional languages received nearly 550 million ‘glances’ from users on a daily basis. Notably, among the top 25 content pieces in the last year, 10 were regionally centered on subjects like news, movies, and local topics. Users tapped into regional language content almost twice as much as English content, underscoring the growing demand for personalized linguistic experiences.  

     Regarding user consumption, the top three content categories were national news, sports, and entertainment, accounting for 19%, 18%, and 16% respectively. National events like G20 and Chandrayaan served 4 billion and 2 billion glances respectively, emphasizing that the country’s advancement on the global stage generates great enthusiasm among Indian users.  

    The report found that 55% of the users who accessed content on their mobile lock screens were from tier-1 cities while tier-II and III cities are also fast catching up with 45% share. In terms of demographics, ‘glancing’ as a phenomenon has spread to different age groups though it’s heavily tilted towards users in the age group of 24 and below with a share of 47%. In terms of gender, male population are more inclined to discover and consume content on their Smart Lock Screens than female, with a ratio of 61:39, the report found.  

     Glance CMO Bikash Chowdhury said, “With over 235 million Indians engaging with content and internet experiences through their Smart Lock Screens, Glance is uniquely positioned to understand the pulse of the users across the nation. Our Glance Smart Lock Screen Trends Report India 2024 captures these distinctive user habits, throwing light on this dynamic space and showcasing how Glance enriches every moment of their lives. As we progress, we remain dedicated to delivering intuitive experiences that align with our users’ discernment, intelligence, and foresight, ultimately enhancing the broader ecosystem.”  

    Glance empowers the entire ecosystem including advertisers, brands, and developers, by providing them with a user-friendly, relevant, and premium Lock Screen surface. This offers them a unique opportunity to enhance consumer engagement on devices through innovative experiences. These experiences not only promote content consumption but also encourage active participation, enabling users to explore new destinations via Glance. Over the past year, Glance has collaborated with more than 300 advertisers, brands, and developers, facilitating connections with their audiences nationwide.  

    InMobi Group chief business officer Vasuta Agarwal said, “With India’s shift to a mobile-first market, consumer interaction dynamics are rapidly evolving. Users seek seamless experiences, valuing instant access to information, services, and entertainment even before unlocking their smartphones. This transformation highlights the lock screen’s newfound significance as a dynamic platform for brands and advertisers to engage meaningfully with consumers.”

    With over 80% surge in content consumption, navigating in today’s information heavy world becomes a daunting task. The typical smartphone experience involves switching between countless apps, resulting in user fatigue and a staggering 75% drop off within the first day for most apps. Glance, an AI-driven platform, aims to change this landscape. Operating directly on Android lock screens across 20+ content categories (such as news, sports, instant games, entertainment, fashion, and more), Glance offers easy, relevant, premium content and experiences on Smart Lock Screens. Glance achieves this without users needing to unlock their phones or download multiple apps or spend time searching for content.  

     Last year, Glance made its debut in Japan, and the platform is now expanding its presence to other regions globally.  

    *glances – number of times the Glance card was seen