90% of India’s Gen Z spend digital time on open internet: The Trade Desk Study

India’s 377 million Gen Z consumers are spending 51% of their weekly digital time on the open internet, according to new research released by The Trade Desk. This includes OTT/CTV, music streaming, podcasts, online video, blogs, and websites, making it the most important space for discovery and engagement.

The study reveals that 90% of Gen Z explore their interests on the open internet, compared to 83% on walled gardens. Channels on the open internet serve distinct roles for this cohort: CTV and music streaming spark inspiration, online video drives discovery, podcasts create deeper immersion, while blogs and forums enable self-expression.

As the government’s ₹2 lakh crore festive push and GST 2.0 are expected to boost spending this season, the findings arrive at a critical time for advertisers gearing up for Navratri, Diwali, and year-end campaigns.

The research further highlights that Gen Zers are receptive to advertising, but with clear expectations: 62% prioritise wellness, sustainability, and cultural heritage; 40% focus on physical health, 37% on personal growth, and 35% on mental well-being. They are also 1.3 times more likely to recall contextually aligned video ads and 1.4 times more likely to respond to exclusive offers and deals.

“Gen Z is creating culture in a way unlike previous generations. They’re building identities around the passions they care about most, and the open internet is where those identities take shape,” said Tejinder Gill, Managing Director, India, The Trade Desk. “Brands that succeed in connecting with Gen Z will be those that show up authentically in these spaces where this generation lives, connects, and leads.”

With Gen Z already spending up to six hours daily on gaming, streaming, and audio, the study concludes that authenticity, transparency, personalization, and sustainability will be the key drivers for brands aiming to build loyalty and cultural relevance on the open internet.