20.7 million tuned into audio OTT in August 2020: Kantar -VTION report
According to the report, affluent, younger and mature audiences are more engaged with OTT Audio platforms
As the country comes out of lockdown and starts commuting, the consumption of Audio OTT sees a sharp rise. After clocking 15.6 million users in July, in August, one out of three Android smartphone owners in nine cities have listened to an OTT Audio platform, translating into a reach of 20.7 million adults.
The data has come from Kantar. To gauge user preference, 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).
As per the report, the medium reaches its peak during the evening & early night prime time – both on weekdays as well as on the weekends.
Affluent, younger and mature audiences are more engaged with OTT Audio platforms. Top content in terms of reach in the month of August.
Arjit Singh dominates the track list. Interestingly, the female playlists have more peppy and romantic songs compared to males. Although Arjit Singh enjoys an equal fan following, Badshah has a larger male audience.
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