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HomeNewsNew MediaOTT audio segment witnesses 42% growth: Kantar Report
Thursday, 26 March 2020 07:51

OTT audio segment witnesses 42% growth: Kantar Report

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As per Kantar’s passive OTT audio audience measurement service data VTION, the OTT audio segment has seen a 42% increase (amongst consumers Able to Consume OTT/Streaming Audio platforms) in time spent on listening to OTT/ Streaming Audio apps. 

It is interesting to know that in Feb 2020, Kantar and VTION launched OTT Audience Measurement service- a first of its kind, passive, continuous audience measurement service which attempts to bring the streaming audio medium at par with Radio, TV, Print and Digital platforms.

As per report, over 50% growth in the time spent on listening amongst the age group of 18-24 – a reflection of the closure of colleges and youngsters being housebound and looking for alternate entertainment options. The consumer in the age group of 25-34 have shown a 30% growth in usage – perhaps driven by the fact that they are Working from Home (WFH) and using the OTT/ Streaming apps as a companion medium

This study is based on a robust sample size of 9000+ stretching across top 9 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among male and female of the age group of 18+ and across SEC A, B & CDE.

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