Hold profane and explicit content accountable: 59% citizens surveyed say audio/video platforms don’t segregate such content effectively making it accessible to minors; 74% want a code of regulations that are enforced

February 11, 2025, New Delhi: Social media platforms in India including LocalCircles in the last 48 hours experienced huge outrage by citizens regarding a podcast show where content filled with incest and profanity was generated and propagated through various streaming platforms. The so-called influencers were found to be making highly inappropriate comments in the show in the name of comedy. According to most citizens who expressed their anger on social media, the key concern was not just creating such content but also subjecting children and teenagers to such perverted thinking.

One of the most asked questions on LocalCircles was that influencers in question have no morality and will do whatever for views and earnings but why has there been a complete failure of enforcement on part of the platforms that host and propagate such content and the Government which is supposed to have checks and balances on influencers and platforms.

While this recent incident has brought the focus on the need for effective regulations and code of conduct for influencers, platforms and others involved, an ongoing survey was running since August 2024 on LocalCircles to understand usage of audio/video streaming platforms in India, the usage by minors and how these platforms should regulate content. Till the cut-off was taken this morning, over 49,000 responses from Indians located in 329 districts of India had been received. 61% respondents were men while 39% respondents were women. 46% of respondents were from tier 1, 33% from tier 2 and 21% respondents were from tier 3, 4 and rural districts.

53% of consumers are using audio/video streaming platforms to consume content

The survey first asked, “Do you use audio/ video streaming platforms for listening to or watching content?” Out of 9,922 who responded to the question 53% stated “yes” they watch content from, audio/ video streaming platforms; 46% stated “no” they don’t and 1% of respondents did not give a clear answer. To sum up, 53% of consumers are using audio/video streaming platforms to consume content. With so many different audio and video platforms available providing content in all languages, 1 in 2 Indians are using streaming platforms to listen to or watch content.

Of those who use audio/video streaming platforms, 35% have 1 or more paid subscriptions

The survey next asked those using the audio/video platforms, “How many audio/ video platforms do you have paid subscription for?” Out of 10,195 who responded to the question 15% of respondents stated “1”; 19% of respondents stated “2-3” and remaining 65% stated “don’t subscribe to audio/video streaming platforms”. To sum up, of those who use audio/video streaming platforms, 35% have 1 or more paid subscriptions. This is significant. While the subscription amounts paid each month may be small, it indicates that these platforms have become a primary source of content for many Indians.

22% Indian families surveyed have children under 13 having accounts on audio/video streaming platforms

The survey next asked those who use audio/video platforms, “Do you have children at home under the age of 13 having one or more audio/ video streaming platform accounts consuming audio/ video content?” Out of 10,333 who responded to the question 22% stated “yes” they have children at home under the age of 13 having one or more audio/ video streaming platform accounts; 72% of respondents stated “no” and 6% of respondents did not give a clear answer. To sum up, 22% Indian families surveyed have children under 13 having accounts on audio/video streaming platforms

59% of consumers who use audio/video streaming platforms say the platforms don’t clearly segregate explicit or adult content, so children don’t get subjected

Given the concern of parents about young children being exposed to undesirable content, the survey asked, “Do the audio/video streaming platform(s) that you use clearly segregate explicit and adult content, so children are not subjected to it?” Out of 9 271 who responded to the question 26% of respondents stated “yes”; 59% of respondents stated "no” and 15% of respondents did not give a clear answer. To sum up, 59% of consumers who use audio/video streaming platforms say the platforms don’t clearly segregate explicit or adult content, so children don’t get subjected to it.

In the case of the comedy show with content filled with profanity and incest, many children and teenagers would have gotten exposed to it through platforms like YouTube, Instagram, etc., something that would have not happened, had there been proper monitoring, checks and balances and controls.

74% of consumers who use audio/video streaming platforms say they should follow a code of regulations/conduct; 39% in favour of Government creating and administering such code

The Government of India under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code Rules 2021) is supposed to be regulating the audio and video streaming platforms. However, the feedback from public indicates that none of this is effective and a lot more needs to be done to make change on the ground.

In view of the concerns of parents over the exposure of minors to unsuitable audio/ video content, the survey next asked, “How should a set of rules and regulations be created for audio/ video streaming platforms in India?” Out of 9.502 who responded to the question 35% stated “the industry should have a voluntary or self-governing set of rules / code of conduct”; 39% of respondents stated “government should create rules & regulations and ensure compliance”; 20% of respondents stated “no rules and regulations are needed for such platforms” and 6% of respondents did not give a clear answer. To sum up, 74% of consumers who use audio/video streaming platforms say they should follow a code of regulations/conduct; 39% are in favour of Government creating and administering such code.

The recent incident confirms the ineffectiveness of the current regulations to ensure content with incest and profanity content does not get propagated. Hence the Government must act on this issue on priority and update the code of regulations. More importantly, enforce it such that platforms are held liable if they do not remove such content immediately. With technologies like artificial intelligence, this should be extremely easy to implement.

In summary, the survey finds that 1 in 2 Indians are now consuming content via audio and video platforms clearly confirming that they are one of the primary ways of audio/video content consumption. With 35% of these users having 1 or more paid subscriptions, it also confirms the willingness and ability of Indians to pay for content on a recurring basis. The survey also finds that 22% families also have children under the age of 13 having accounts and consuming audio/video content regularly. The big concern that has come out in the survey is that 59% of users believe that these platforms fail to segregate explicit or unsuitable content for minors effectively and that there is a high risk of children getting exposed to vulgar or explicit content in audio or video form. The latest incident of the podcast and the outrage that followed clearly confirms that many parents are upset with children seeing such content. The survey finds that 74% users of audio/video streaming platforms want them to follow a code of regulations/conduct and 39% are in favour of Government creating and administering/enforcing such code with 35% supporting a self-governing code of conduct for the platforms.

The latest incident of the podcast comedy show, where profanity and incest are propagated, was just one amongst many such shows that keep getting created by influencers in India. These shows, bereft of any morality, are having a devastating impact on society with the most negative impact on children and teenagers who are still in their formative years. The platforms as well as the Government failed in ensuring such contents do not go viral. The clear ask from people of the country is for the Government to come up with a code of regulations for audio/video streaming platforms or update the existing one and make it work on the ground by effectively enforcing it with platforms.

Survey Demographics

The survey received over 49,000 responses from citizens located in 329 districts of India. 61% respondents were men while 39% respondents were women. 46% of respondents were from tier 1, 33% from tier 2 and 21% respondents were from tier 3, 4 and rural districts. The survey was conducted via LocalCircles platform, and all participants were validated citizens who had to be registered with LocalCircles to participate in this survey.