86% of Indian Internet Users Avail OTT Entertainment Services: Top Use-Case for Internet in the Country
86% of internet users in India, i.e. 707 Mn people, enjoy OTT audio and video services, making it the top use-case for internet in the country. These numbers were revealed by the ‘Internet in India Report 2023’, jointly prepared by the Internet and Mobile Association of India (IAMAI) and KANTAR, the world’s leading marketing data and analytics company.
The report was released by Harsh Jain, Chairman, IAMAI, and CEO and Co-founder Dream Sports, at the inaugural session of the India Digital Summit 2024, being organized on February 27-28, at the Jio World Convention Centre. “‘Internet in India’, which is based on the ICUBE 2023 study, covering over 90,000 households across all states and Union Territories of India (barring Lakshadweep), is the most comprehensive survey of internet usage in the country,” he said.
Puneet Awasthi, Director, Specialist Businesses, Insights, South Asia – Business Development, Kantar, India, presented the key figures of the report.
The rise of digital entertainment services is also bolstered by the rise of non-traditional devices (smart TV, smart speakers, Firesticks, Chromecasts, Blue-Ray etc) that has witnessed a growth of 58% between 2021-23 at all India level. The adoption is driven by the new generation ‘cordcutters’ as for the first time, there are more people accessing video content over internet only devices (208Mn) than over conventional linear TV (181Mn).
