On February 25, a report has been released from across 9 cities in the country, highlighting the trends in audio OTT (music and non-music). The report is a robust sample size of 9000+ stretch across the cities- Delhi, Mumbai, Kolkata, Chennai. Bangalore, Hyderabad, Pune, Ahmedabad and Lucknow/Kanpur. The sample type is male and female of the age group 18+ and across SEC A, B & CDE.
13 million total people have been reported to listen to audio OTT apps in the first month of the current calendar. Which is like spending almost 65 minutes in consuming the medium. An average of 1.4 apps or platforms were used by each listener during this time.
The year can now officially be called ‘The battle for the ear” as OTT Audio Platforms are on a rapid rise and co summers are happily consuming the content that has been produced. The audio platforms are shaking up the music market-place especially by creating competition between radio and OTT audio.
Today, with so many options available, listeners are spoilt for choice as far as content consumption is concerned. People are fulfilling their entertainment needs and loyalty cannot be expected with so many options available. The OTT audience measurement is redefining the audience measurement space because it fulfills the requirement of rich insights ranging from different listening habits across devices, age groups, peak timing and so on. This is also a call to address the need for a robust solution to track the OTT space.