Brands in India have heavily relied on social media for years to get the attention of consumers. Times are changing now. Indians are now spending a significant amount of time outside the walled gardens of big tech. They are increasingly moving toward the open internet. The shift includes streaming the latest Bollywood series and popular TV shows on OTT platforms. The shift also includes listening to music and digital podcasts, watching live sports, and even engaging with trusted journalism.
India is equipped with more than 800 million internet users. The open internet including over-the-top (OTT) services has now become a major player. Internet in India 2023 report by the Internet and Mobile Association of India (IAMAI) and Kantar reveals 86% of users primarily access OTT audio and video services. The OTT audience surpassed 481 million in 2023. This was a 13.5% increase from the previous year.
The surge in open internet usage is being seen as a significant opportunity for marketers. Indian audiences are 33% more likely to perceive ads on OTT/CTV. The perception shift highlights the need for brands to rethink their digital advertising strategies.
Indians are most active online between 6 a.m. and 9 a.m. to stay updated with news and current events. The slot is an ideal opportunity for marketers to target news-related ads. Research indicates that consumers are 17% more likely to purchase products advertised on news websites compared to social media platforms. This highlights the effectiveness of the open internet for advertising.
Commuting is another prime time for engagement. Average commute is 57 minutes one-way. Indian users often spend 60% of this time on the open internet. This offers the brands a unique opportunity to reach users during their daily journeys.
