Infographic: OTT viewers highest among younger people, says study

India will see an increase from 350 to 500 million OTT consumers by the year 2023. A study done by Betway Insider shows that the prevalence of OTT viewership is the highest among the younger generation, while the prevalence of OTT viewership is the highest among the younger generation.

The consumption of OTT content is highest among Indian women in the 25 -- 35 age group, which increased during the Pandemic. The male audience increased two-fold compared to females. Women have less than 50 per cent of the total consumption compared to men.

The study found that OTT's expansion is due to rural India, contributing to around 65 per cent of OTT content consumption.

The study found that OTT's impact has been felt across different levels of society, with brand marketers leveraging the in-trend OTT content to push engagement on digital media.

In India, the OTT market in minutes of consumption has gone from 181 billion to 204 billion minutes in 2021, according to the size of the OTT market. Hotstar holds 29 per cent of the total viewership.

The study further says that the rapid expansion of smartphones and their use for digital consumption in rural areas, coupled with the advent of cheap high-speed Internet from service providers like Reliance Jio, played a significant role in OTT expansion.

The report said that the emergence of edutainment and free content on major OTT applications has allowed kids to entertain as well as educate themselves digitally.

The high demand for regional content has pulled channel providers such as KPMG Eros Now, Zee TV, and Sun TV to develop their own OTT platforms.