Young Indians Shift to Open Internet for Premium Content

New research from The Trade Desk reveals that young Indian consumers are increasingly gravitating towards the open internet over walled gardens. The study highlights a significant shift in engagement, with platforms like OTT, CTV, and music streaming outperforming social media in ad trust, receptiveness, and recall.

New Delhi, Delhi, India – Business Wire India – The open internet is seeing phenomenal growth in India, reaching an impressive 640 million users, and capturing the attention of young adults aged 18-34 more effectively than traditional walled gardens.

According to The Trade Desk's recent study, nearly eight in ten Indian users are spending more time on the open internet, with 76% expecting this trend to continue. Highlighting a monumental shift for marketers, the open internet now includes OTT/CTV, music streaming, online gaming, and news websites.

Tejinder Gill, General Manager of The Trade Desk, India, emphasized the importance of this move: 'As consumers engage more with premium content on the open internet, marketers can reach highly attentive audiences at scale, marking a new era of ad receptiveness compared to walled gardens.'

(With inputs from agencies.)