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The open Web has reached 600 million customers in India, 62 million greater than the closed ecosystems of the “walled gardens”, a report confirmed on Tuesday.
The open web — comprising information and basic web sites, over-the-top (OTT) and related TV (CTV), music streaming and on-line gaming — has witnessed accelerated progress within the nation.
Within the final 12 months, 4 in 5 customers (80 per cent) elevated their consumption of the open web, in response to the report by world promoting expertise chief The Commerce Desk and Kantar.
Based mostly on the analysis, half (52 per cent) of the 307 hours that the common shopper spends on digital media monthly is on the open web.
This marks a shift away from walled gardens resembling social media, user-generated content material (UGC) platforms, and reside recreation streaming.
Nevertheless, walled gardens nonetheless command 5 and half instances (5.5x) extra advert spend in India, in comparison with the open web.
Whereas extra customers eat content material on the open web, digital promoting in India has not capitalised on its speedy progress, mentioned the report.
“Among the finest content material we take pleasure in comes from the open Web, and virtually all of that is funded by promoting. The disconnect between shopper time spent and advert spend on the open Web demonstrates a major alternative for at the moment’s entrepreneurs,” mentioned Tejinder Gill, Basic Supervisor, India, The Commerce Desk.
As many as 45 per cent of Indians desire to eat professionally produced, premium content material, which lives on the open Web.
Particularly, OTT/CTV and music streaming platforms are most related to premium and credible content material.
As such, 44 per cent and 39 per cent of respondents anticipate their utilization on OTT/CTV and music streaming to extend considerably, within the subsequent six months, mentioned the report.
“This report identifies large alternatives for these trying to promote on the open Web, the place they will attain a extra engaged viewers,” mentioned Gill.