Internet companies see a jump in consumption of religious, astrology and wellness posts - Economic Times

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BENGALURU: Internet companies including home-grown social media startups and music-streaming firm Gaana have recorded a jump in the consumption of religious, astrology and wellness content since March, even as the Covid-19 pandemic forced people to stay indoors. Religious organisations are also relying on YouTube, Instagram and Zoom to broadcast their content, as most places of worship are closed. Live-streaming of festivals, recorded sessions of church services and daily meditation and yoga classes on WhatsApp and Facebook are becoming popular.

Rgyan, an app that focuses on spiritual content, has seen its daily active users increasing by around 7,000 since March. Astrology has also picked up on the platform during the same period. “Seeing the demand, we started paid live sessions,” said cofounder Debjit Patra.

ShareChat recorded an increase in devotional content in March and April. The platform saw a 43% increase in April, a month dotted with religious events like Ramzan and Easter, and local New Years in several states.

Gaana said Indians were exploring new genres. “There has been a notable rise in podcast streams on spirituality, and a 14% increase in devotional music playlists during April-May,” chief executive Prashan Agarwal said. Gaana is owned by Times Internet, a part of the Times of India Group, which owns also The Economic Times.

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Internet companies see a jump in consumption of religious, astrology and wellness posts - Economic Times
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