According to a report on Tuesday, around 86 per cent of India’s internet users, or 707 million people, enjoy OTT audio and video services, making it the largest use case for the internet in India.
The India Internet Report 2023, jointly produced by Internet and Mobile Association of India (IAMAI) and marketing data analytics firm KANTAR, finds that this rise is primarily driven by non-traditional devices (smart TVs, smart speakers). It was shown that , Firestick, Chromecast, Blue-Ray, etc.). Combined, India witnessed 58 per cent growth between 2021-23 at all levels, the report said.
“Internet of India” is based on the ICUBE 2023 survey of over 90,000 households across all states and union territories of India (excluding Lakshadweep) and is the most comprehensive survey of internet usage in the country. It is a serious investigation,” said Harsh Jain. Chairman of IAMAI, CEO and Co-Founder of Dream Sports. He presented the report at the first session of India Digital Summit 2024 held at Jio World Convention Center.
The report also shows that more people access video content via Internet-only devices (208 million) than traditional linear TV (181 million).
Other major uses of the Internet include telecommunications (621 million users) and social media (575 million users).
Importantly, the report notes that rural India users are driving all these use cases, accounting for more than 50% of the user base for each use case.
The growth in internet penetration in India has seen the total number of active internet users reach 820 million in 2023, crossing the 800 million mark, a new milestone. This means that more than 55 percent of Indians have used the Internet in the last year.
“Internet penetration grew modestly at 8% year-on-year nationwide. Rural India (442 million people) constitutes a clear majority, accounting for over 53% of the total user base. ,” said Puneet Awasthi, Specialist Business Director, Business Development, Insights, South Asia, Kantar India, while presenting key figures.of the report
States with the lowest Internet user bases also showed the highest signs of growth. Jharkhand (46% penetration) and Bihar (37% penetration) have shown above-average growth rates of 12% and 17%, respectively.
