DoubleVerify (DV), a software platform focused on media quality verification, ad performance optimisation and campaign measurement, has released its 2025 Global Insights: How Consumers and Marketers Use Walled Gardensreport. The study offers platform-level insights into how social media and closed digital ecosystems are reshaping advertising, commerce and news consumption globally.
The report highlights the growing dominance of video-led, closed platforms-often referred to as walled gardens-and the increasing demand from advertisers for transparency, accountability and performance within these environments. According to Mark Zagorski, CEO of DoubleVerify, the appeal of social platforms lies in their ability to combine entertainment, community and personalised experiences across user-generated content and advertising. However, as ad investments rise, advertisers are also seeking greater assurance around media quality, efficiency and effectiveness.
The study is based on a global survey of 22,000 consumers across 21 countries, alongside responses from 1,970 marketing and advertising decision-makers. India emerges as a key market, marked by high engagement levels and strong responsiveness to advertising across social and digital platforms.
Among Indian consumers, 44% expect to spend more time on social media over the next year, while 38% plan to increase their consumption of user-generated video content. In comparison, only 23% anticipate watching more broadcast television. Digital platforms are also becoming primary news sources, with 50% of respondents preferring online video platforms and 36% turning to social media, compared to 42% for television news.
The report also points to the growing influence of social commerce and influencers. Social media ranks among the top three pre-purchase research tools for 38% of Indian consumers, while 85% say influencers impact their buying decisions. Micro-influencers emerge as the most trusted, influencing 71% of respondents.
From a marketer perspective, challenges around audience reach, content alignment and cross-platform measurement remain prominent within walled gardens. As a result, Indian advertisers are placing higher value on tools that ensure media quality, audience verification and brand suitability, reinforcing the need for trust and transparency in increasingly complex digital ecosystems.
