70%+ users in India spend up to 4 hours watching OTT content on Smart TV [#Mediasmart] 09/08

70%+ users in India spend up to 4 hours watching OTT content on Smart TV [#Mediasmart] 09/08

Consumers are steadily moving away from traditional linear TV to Connected TVs (CTV) and OTTs.

This has brought a major change in media consumption.

Mediasmart, an Affle company, has released a report which shows the changing viewership patterns of Indian consumers.

According to the report, titled ‘India CTV Report 2021’:
78% people surveyed owned a Smart TV
93% of these users are mostly interested in internet-based content

Majority of CTV (Smart TV) users are young, urban adults:
1. already mobile-first
2. actively engage with diverse apps

According to the survey:
89% of the respondents are social media users
82% are e-commerce users
44% are gamers

15%+ of respondents use a dongle to stream content on TV
59% prefer downloading apps via a Smart TV app store
26% percent mostly access content via pre-installed apps

Around 70% of respondents spend between 1 to 4 hours on Smart TV:
1. watching movies (91%)
2. streaming music (64%)
3. playing games (47%)
4. watching news (6%)

More than 65% of respondents have membership of more than one OTT app.

Over 70% users in India spend up to 4 hours watching OTT content on Smart TV – The Indian Express
The report says that 78 percent of people own a Smart TV and 93 percent of these users are mostly interested in internet-based content:
The Indian Express

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