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OTT audio, video services driving internet usage in India: report

Economic Times · 8m

In 2023, over-the-top audio and video services became the most popular internet use case in India, with 86% of internet users consuming them. Rural India is driving the use of various online activities such as OTT, communications, social media, online gaming, net commerce, digital payments, and online learning. However, around half of the rural population remains non-active internet users due to reasons like difficulty in understanding the internet and lack of interest. The adoption of digital entertainment services is aided by the rise of non-traditional devices. Voice-based commands and Indic language preferences are gaining popularity. The total active internet user base surpassed 800 million, with over 55% of Indians using the internet in 2023. Internet penetration grew moderately at 8% year-on-year, with rural India accounting for over 53% of the total base.