Report shows that 8 out of 10 users are increasing their time on open internet 📈

Young Indians Prefer Open Internet for Premium Content

Research from The Trade Desk reveals that young Indian consumers are increasingly drawn to the open internet. The study shows that 8 out of 10 users are spending more time on the open internet, with 76% expecting this trend to continue

Opportunities in India’s Engaged Audience

India’s open internet, which includes OTT and connected TV, music streaming, online gaming, and news websites, has now reached 640 million users. This term refers to platforms and companies operating outside traditional walled gardens like Google and Facebook. Marketers view this shift as a crucial moment to reach highly attentive audiences at scale.

Consumers Prefer Open Internet: Young adults show more engagement on platforms outside traditional walled gardens

Engagement Metrics: Platforms like online games, OTT/CTV, and news/websites perform better in engaging young adults than social media
Active vs. Passive Engagement: Users actively seek content on the open internet, leading to higher engagement levels

The Rise of Premium Content on Open Internet

The open internet has become the go-to destination for premium content. Research indicates that one-third of Indians surveyed prefer OTT/CTV for its premium offerings, especially among the younger demographic. This shift signifies a significant preference for OTT/CTV over traditional social media platforms for premium content.

Perception of Ads: Users consider ads on OTT/CTV platforms as more premium compared to user-generated content platforms
Trust and Recall: Ads on the open internet are more trusted and have higher recall rates compared to social media platforms

Hot Take: Embrace the Open Internet for Premium Experiences

As a crypto reader, it is evident that the open internet is the new frontier for premium content consumption. Young Indians are leaning towards platforms like OTT/CTV for their favorite content, showcasing a shift in consumer preferences. Marketers have a unique opportunity to engage this audience effectively on the open internet, leveraging the higher levels of trust, engagement, and ad recall. Embrace the open internet to connect with these highly coveted consumers in the digital landscape. 🚀