15.6 million tuned into audio OTT in July 2020: Kantar -VTION report

Starting today, exchange4media will bring monthly reports on audio OTT based on the data of Kantar -VTION Streaming Audio Audience Measurement System

e4m by exchange4media Staff
Published: Aug 31, 2020 9:22 AM  | 2 min read

The Covid-19 lockdowns, stay-at-home compulsion and a plethora of music apps to listen to, across a host of OTT audio platforms, have prompted audiences to pick and choose from these platforms according to occasions and moods.

To gauge these moods accurately, Kantar, in collaboration with VTION™, launched an OTT Audience Measurement System in February this year. The first-of-its-kind, passive, continuous audience measurement service provides the industry with key metrics such as reach, time spent, platform and content choices, etc; based on a robust panel of over 9000 consumers across top nine cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur).

In July, it has been found that the stay-at-home traffic has not just been binging on films on OTT but also tuning into music options on the platform.  As per the report, 1 out of 4 Android smartphone owners in the 9 sampled cities listened to an OTT audio platform in July 2020, translating into a reach of 15.6 million adults.

The medium seems to have clocked a sizeable growth against the earlier lockdown months.

Top content in terms of reach in July

Actor Sushant Singh Rajput’s Chichore movie songs topped the playlist. The report said 35+ users’ playlist had more subtle and romantic songs compared to young adults. It is evident that artistes like Badshah are liked by younger audiences whereas artists like Arijit Sigh and Jubin Nautiyal are preferred by adults.

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