Digital learning is rapidly evolving in India, driven by shifting user behavior, rising smartphone penetration, and growing demand for outcome-oriented skills. As platforms move beyond traditional education models, short-form, mobile-first, and regional-language content is redefining how learners in Tier 2 and Tier 3 markets engage with knowledge. In this exclusive interaction with Rajeev Ranjan, Editor, Digital Terminal, Keertay Agarwal, Co-founder and COO, Seekho, shares insights on the rise of edutainment, the growing importance of expert-led and trusted content in the age of AI, the evolution of the creator economy toward knowledge-first engagement, and how Bharat is shaping the next phase of digital learning growth in India.
Rajeev: Digital learning is increasingly becoming a major driver of content consumption in India. What key shifts are you witnessing in how users, particularly in Tier 2 and Tier 3 markets, are approaching learning today?
Keertay: One of the most significant shifts we’re witnessing is that learners are increasingly seeking lifelong learning that can create tangible outcomes in their lives. In Tier 2 and Tier 3 markets, learning is becoming more about building skills that improve employability, confidence, communication skills, financial awareness, and everyday decision-making. As internet access and smartphone adoption continue to deepen, users are actively looking for content that is relevant, actionable, and easy to consume.
We are also seeing learning increasingly behave like content consumption. People are opening learning apps the way they open entertainment or social apps—multiple times a day, in short sessions, looking for something immediately relevant to their lives. Language is becoming a critical driver of adoption, which is why Hinglish and regional language experiences are seeing strong traction.
We believe the next phase of digital learning growth in India will be driven by Bharat, where aspirations are rising rapidly and learners are looking for flexible, mobile-first solutions that fit naturally into their daily routines. We have seen this shift first hand at Seekho. Today, we have crossed 100 million downloads and built a community of over 4 million paying subscribers, with a significant share of engagement coming from beyond metro markets.
Rajeev: Short-form content has transformed entertainment and social media. How is it redefining learning, and why are outcome-driven, bite-sized formats resonating with Indian audiences?
Keertay: Short-form content has fundamentally changed consumer behaviour. People today are accustomed to discovering information, ideas, and solutions through quick, engaging formats, and learning is naturally evolving in the same direction. We see this as the rise of edutainment—a category that combines the engagement of short-form content with structured, outcome-driven learning. Its success lies in removing friction, making it easier for people to learn in a way that feels intuitive and fits seamlessly into their daily routines. A learner is far more likely to engage consistently with a five-minute lesson than commit to a lengthy course after a busy day.
What makes this format particularly effective is that it combines convenience with tangible outcomes. Learners today are looking for knowledge they can immediately apply, whether it's improving communication skills, understanding personal finance, advancing professionally, or building greater confidence in everyday life. When learning consistently delivers practical value, it evolves from occasional content consumption into a lasting habit. That shift from passive viewing to continuous skill-building is what makes bite-sized, outcome-driven learning so powerful.
Rajeev: As AI makes information more accessible than ever, why is there a growing need for trusted, expert-led content and guided learning experiences?
Keertay: AI has made information more accessible than at any point in history, but access alone does not guarantee understanding, accuracy, or meaningful outcomes. In fact, as information becomes increasingly abundant, learners often face a different challenge: identifying what is relevant, credible, and worth their time. The real value today lies not in information itself, but in context, curation, and guidance. AI can answer questions, but it cannot always tell you which questions matter most. That's where expert-led guidance becomes critical.
Learners want confidence that the content they are consuming is accurate, practical, and created by people with genuine expertise. At Seekho, we see AI as a powerful enabler rather than a replacement for human knowledge. AI can help personalize learning journeys, improve discovery, and make content more accessible, but credibility still comes from experts who can provide context and real-world application. The future of learning will be built on a combination of intelligent technology and trusted human expertise, helping learners move beyond information consumption and towards meaningful progress.
Rajeev: We are seeing the rise of expert-led creators across domains such as finance, communication, and career development. How do you see the creator economy evolving from entertainment-first to knowledge-first engagement?
Keertay: The creator economy is maturing rapidly. While entertainment will always remain a major category, we're seeing growing demand for creators who can help audiences learn, grow, and make better decisions. Across domains such as finance, communication, careers, entrepreneurship, and personal development, audiences are increasingly rewarding creators who provide genuine value rather than simply capturing attention.
We are seeing the emergence of a new class of creators—people who are experts first, not influencers first. Their value comes from what audiences learn, not just how many views they generate. We've seen this play out across our own platform, where experts across finance, careers, communication, and personal development are building highly engaged communities around learning rather than entertainment alone.
As this ecosystem evolves, platforms will have an increasingly important role to play in helping creators build credibility and long-term trust. That means investing in quality, expert verification, and sustainable monetization models that reward meaningful knowledge sharing rather than short-term virality. We believe knowledge-first creators will play a defining role in shaping India's next generation of learners.
Rajeev: Bharat is emerging as the next major growth engine for digital platforms. What unique opportunities and challenges do you see in building learning products for users beyond the metro markets?
Keertay: The opportunity is immense because India's next wave of digital learners is coming from beyond the metros, where highly aspirational users are seeking practical, mobile-first learning experiences that help them build skills and improve their quality of life. In our experience, some of the strongest engagement and retention comes from these markets, reinforcing our belief that Bharat will drive the next phase of digital learning growth. The challenge is building learning experiences that are locally relevant, linguistically accessible, and trustworthy enough for users to pay for. At the same time, building for Bharat requires a deep understanding of local context and user behaviour.
Language, cultural context, and ease of use are all critical factors. Learners want content that feels relatable and immediately useful in their own lives. The platforms that succeed will be those that combine credible expertise with local relevance and deliver learning experiences that are simple, engaging, and outcome-driven. For us, Bharat is not just a growth market - it represents the future of digital learning in India.
Rajeev: Looking ahead, how do you see the future of digital learning evolving in India, and what role will AI, creators, and personalized learning experiences play in shaping the next phase of growth?
Keertay: The future of digital learning in India will be defined by personalization, accessibility, and real-world outcomes. Learners today no longer want a one-size-fits-all experience—they want learning that adapts to their goals, interests, language preferences, and stage of life. The next generation of learners will expect learning platforms to understand them in the same way entertainment platforms understand their viewing preferences. We believe the future lies in intelligent learning experiences that anticipate learner needs, recommend relevant content, and support continuous skill development through every stage of an individual's journey.
AI will play a transformative role in making learning more relevant and intuitive by helping learners discover the right content at the right time. At the same time, creators and subject-matter experts will remain central to the ecosystem because trust, credibility, and practical insight cannot be automated. The next generation of learning platforms will combine AI-driven personalization with expert-led content to create experiences that are both engaging and meaningful. Ultimately, the future of learning won't be defined by who has the most content. It will be defined by who helps learners achieve the best outcomes. That's the future we are building at Seekho.
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