The open internet has seen a huge growth in India over the last few years.
According to a new report, the open internet has reached 600 million users in India. This is 62 million more than the closed ecosystems of the "walled gardens".
According to the report, four out of every five consumers (80%) increased their use of the open internet in the previous year.
More about the study
An average user in India spends about 307 hours per month on digital media. The study has found that about 52% of the total consumption is on the open internet.
It has also been shown that about 45 percent of Indians prefer to consume professionally produced premium content that lives on the open Internet.
OTT/CTV and music streaming platforms are most associated with premium and credible content.
Tejinder Gill's statement
Tejinder Gill, General Manager, India, at The Trade Desk, said in a statement: "Some of the best content we enjoy comes from the open Internet, and almost all of this is funded by advertising. The disconnect between consumer time spent and ad spend on the open Internet demonstrates a significant opportunity for today's marketers."
Gill added: "This report identifies massive opportunities for those looking to advertise on the open Internet, where they can reach a more engaged audience."
What is the Open Internet?
The Open Internet (OI) refers to "a fundamental network (net) neutrality concept in which information across the World Wide Web (WWW) is equally free and available without variables that depend on the financial motives of Internet Service Providers (ISP)."
