Internet users in India now reached 600 million

A new report by global advertising technology leader The Trade Desk and Kantar has revealed that the open internet has reached 600 million users in India, surpassing the 538 million users in closed ecosystems of "walled gardens". The open internet, which includes news and general websites, over-the-top (OTT) and connected TV (CTV), music streaming and online gaming, has experienced accelerated growth in the country. The report also found that four in five consumers (80%) have increased their consumption of the open internet in the last year, with half (52%) of the 307 hours that the average consumer spends on digital media per month on the open internet. However, despite the increase in users consuming content on the open internet, digital advertising in India has not fully capitalised on its rapid growth. Walled gardens such as social media, user-generated content (UGC) platforms, and live game streaming still command five and a half times (5.5x) more ad spend in India compared to the open internet.

The report identifies massive opportunities for advertisers looking to advertise on the open internet, where they can reach a more engaged audience. As many as 45% of Indians prefer to consume professionally produced, premium content, which lives on the open internet. Specifically, OTT/CTV and music streaming platforms are most associated with premium and credible content. As such, 44% and 39% of respondents expect their usage on OTT/CTV and music streaming to increase significantly in the next six months. "The disconnect between consumer time spent and ad spend on the open internet demonstrates a significant opportunity for today's marketers," said Tejinder Gill, General Manager, India, The Trade Desk. The report suggests that digital advertising in India should focus on the open internet, as it has the potential to deliver better results for advertisers and provide a better experience for consumers.