News on Medial

Eight of 10 users increasing their time on open internet: report

Economic Times · 3m

According to research by The Trade Desk, young Indian consumers are increasingly spending more time on the open internet, with 8 out of 10 users reporting an increase in usage. The study, titled "India’s Engaged Audience: Why the Open Internet is the New Premium," highlights the opportunities for marketers to connect with this coveted consumer group. The research shows that the open internet, including OTT and connected TV, online gaming, music streaming, and news websites, now has 640 million users in India. The findings also reveal that users on the open internet are more engaged with content compared to walled gardens, with platforms like online gaming and OTT/CTV leading in engagement. Additionally, the research indicates that ads on the open internet, particularly on OTT/CTV platforms, are seen as more premium and trustworthy by young adults compared to social media platforms.