India’s Gen Z spends over half of their digital time outside social platforms
Here’s the thing:
India’s 377 million Gen Z consumers are putting the open internet at the center of their digital lives, a shift that has real implications for advertising strategy.
According to new research from GWI, this cohort is spending more than half of their weekly digital time (51%) on channels such as OTT/CTV, podcasts, music streaming and blogs.
Crucially, 90% of the consumers surveyed say they use these channels to explore their interests, compared with 83% on walled gardens.
Data debrief:
The report reveals that Gen Z is 1.7 times more likely than other generations to spend between three and six hours a day gaming, streaming and listening to audio, making them one of the most engaged digital cohorts on the planet.
The study further shows that 62% of Gen Z say they prioritize values such as wellness, sustainability and cultural heritage. But physical health, personal development and mental well-being also play a major role in how this generation evaluates both content and brands.
Campaigns that reflect these values perform measurably better. Visually engaging, contextually relevant video advertising delivers 1.3 times higher recall, while exclusive deals and tailored offers make Gen Z 1.4 times more likely to act.
Why it matters:
For media buyers aiming to reach Gen Z, the open internet isn’t optional. This is a generation receptive to advertising if it aligns with their interests and aspirations, and winning attention here will require campaigns that present clear values and deliver personalized experiences that don’t feel generic.
Poorly targeted placements that appear disruptive or repetitive won’t just underperform, they risk instant disengagement.
With India’s digital ad market predicted to grow at roughly 15% annually through 2029, aligning with Gen Z expectations is a necessary move, not just a smart one. As this generation enters its peak income years, it will be brands that invest in meaningful, values-driven engagement on the open internet that capture market share.
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