Young India spent 96 minutes per day on OTT as compared to 60 minutes on TV, reveals Axis My India December CSI Survey

Axis My India survey highlights 23% of families report media consumption, resulting in a three percent increase from last month. Focusing on the ICC World Cup 2023 viewership, the study exposes diverse preferences, with 31% opting for traditional television and 22% choosing the mode of mobile phones. The analysis of daily time allocation on media presents a clear trend toward digital platforms, especially for shorter durations, indicating a dynamic transformation in media consumption patterns. Axis My India’s findings offer a comprehensive view of the evolving media landscape, influencing the future of consumer behaviour in India.