The Indian mobile market has experienced rapid growth, with the number of mobile subscribers increasing from 100 million in 2008 to over 1.2 billion in 2022 (TRAI, 2022). The widespread adoption of smartphones, coupled with affordable data plans, has enabled Indians to access a vast array of entertainment content on-the-go. Mobile media has become an integral part of Indian popular culture, with mobile phones emerging as the primary device for entertainment consumption.
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