Impact of digital engagement on OTT consumption India 2022
In October 2022, a survey in India revealed that users who were digitally engaged watched OTT content for longer than non-digitally engaged viewers. Among its various genres, movies on streaming platforms were the most consumed, with digitally engaged viewers spending over 380 minutes per week. Digital engagement refers to users participating in activities such as online discussions, watching clips, and sharing and posting about television, OTT or movie content outside of these verticals.