India’s 377 million Gen Z consumers are spending more than half of their weekly digital time (51 percent) on the open internet, according to new research from The Trade Desk. This includes channels such as OTT/CTV, music streaming, podcasts, online video, websites and more. More than just entertainment, these platforms are where 90 percent of Gen Z explore their interests, compared to 83 percent on walled gardens, making the open internet a critical space for discovery and engagement.
These findings arrive at an opportune moment, with GST 2.0 and a ₹2 lakh crore government boost fueling festive spending. As brands gear up for Navratri through Diwali and beyond, these insights will help them strategically optimize channels on the open internet for maximum impact.
How Gen Z Uses the Open Internet
Unlike previous generations, India’s Gen Z organizes itself around communities built on interests and the open internet is where these consumers can fulfill discovery, immersion, and self-expression.
The new research highlights the roles channels on the open internet play in Gen Z’s online lives:
CTV and music streaming spark inspiration
Online video drives discovery
Podcasts create deeper immersion
Blogs and forums enable self-expression
“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.”
Gen Z’s Expectations on Advertising’s Next Chapter
The study reveals that while India’s Gen Zers demand more from advertising, they are receptive to it with clear expectations on values and aspirations:
62 percent prioritize wellness, sustainability, and cultural heritage
40 percent focus on physical health, 37 percent on personal growth and 35 percent on mental well-being
As this generation matures into their peak earning and spending years, their embrace of the open internet will profoundly influence how brands build awareness, loyalty, and cultural relevance.
With Gen Z already devoting up to six hours each day to gaming, streaming, and listening to audio, they represent a powerful audience for brands to connect to. Rather than rejecting advertising, Gen Z expects campaigns to be authentic, contextually relevant, and additive to their digital experiences.
Visually engaging, contextually aligned video ads can drive 1.3x higher brand recall, and they are also 1.4 times more likely to respond to exclusive deals and offers[1]. At the same time, poorly targeted or intrusive ads risk immediate disengagement.
Raising the Bar for Brands/Advertisers
For Gen Z, advertising must go beyond persuasion to deliver authenticity, transparency, and personalization. They seek:
Clear values and inclusive representation
Personalized, exclusive experiences
Genuine commitments to sustainability
Smart use of technology, including AI, to enhance creativity and relevance
This generation’s reliance on the open internet as a space for loyalty, creativity, and cultural relevance will shape how brands build awareness and loyalty on the open internet – playing a defining role in the next chapter of India’s digital economy.
[1] Source: The Untapped Opportunity of Omnichannel, India
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