The internet is extensively available in India, with more than 800 million people having access to it. This figure covers both rural and urban populations. Interestingly, OTT music and video services are enjoyed by more than 86 per cent of total internet users, or around 707 million people, making it one of the most popular online usages, as stated in the "Internet in India Report 2023" report, which was jointly developed by Kantar, a marketing data and analytics business, and the Internet and Mobile Association of India (IAMAI).

Non-Traditional Mediums Growing In India:

The report highlights the increasing democratisation of urban-centric activities such as OTT, communication, social media, and online gaming. Furthermore, it stated that the use of non-traditional devices such as smart TVs, smart speakers, Firesticks, Chromecasts, Blu-Ray players, and so on has increased by more than 58% between 2021 and 2023.

READ: Why Apple Don't Want To Allow Third-Party Apps On iPhones? Senior Executive Explains

Music Streaming Platforms Gaining Popularity In India:

The music streaming platform has also gained popularity in the previous years. “More than 80% of overall OTT users have used music streaming apps in the last year. Music Streaming users are catching up fast with the Video OTT users with 8% growth in the user size of Online MusicStreaming Services,” it added.

The report stated that out of 821 million internet users in the country, over 580 million users have used the music streaming service in the previous year. Over 36 per cent of the users are in the age bracket between 25 to 34 years.

In the meantime, the other most popular uses of the internet in India are for digital payments (370 million), online learning (24 million), social media (575 million), online gaming (438 million), net commerce (427 million), and communication (621 million).

READ: Upcoming Phones In March 2024: Nothing Phone 2a To Xiaomi 14, Brands Set For Big Launches; Check Launch Date, Expected Price, Specs

Rural India Has More Internet Users Than Urban

According to the findings, 442 million internet users are from rural India, while around 378 million are from urban areas. According to the report, the country had 820 million active users in 2023. Users in places such as Jharkhand and Bihar have increased by 46% and 37%, respectively.