More and more Indians are consuming content online, on cell phones and tablets. India has 125 million Internet users, of which 35 million consume video content online. There are 30 million smart phone users and 66 per cent of the data consumed by them on their 3G devices is video. By 2014, there will be 100 million smart phone users. The consumption of video over smart phones is expected to grow by 60 per cent. Star India has launched Starsports.com in 2013 and it is a paid platform right since its launch. Sony has launched Sony Liv. The cost of one-minute ad spot on Sony Liv or any broadcast platform ranges from Rs. 400 to 600 per minute. For high TRP programmes, the rate could be even Rs. 800 to 1000 per minute. By 2020, almost 70 per cent of video content consumption will happen on mobile and tablets.