New Delhi: India’s 377 million Gen Z consumers are increasingly turning to the open internet for discovery, engagement, and self-expression, according to new research from The Trade Desk. On average, this generation spends 51% of their weekly digital time across channels such as OTT/CTV, music streaming, podcasts, online video, websites, and more. The study found that 90% of Gen Z explore their interests on the open internet, compared to 83% on walled gardens, highlighting the critical role of open platforms in shaping culture and brand expectations.
“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.”
The research also reveals Gen Z’s expectations from advertising. 62% prioritize wellness, sustainability, and cultural heritage, while 40% focus on physical health, 37% on personal growth, and 35% on mental well-being. This generation is receptive to visually engaging, contextually aligned ads, driving higher brand recall and responsiveness to exclusive deals, but poorly targeted or intrusive campaigns risk immediate disengagement.
As India gears up for festive spending, brands can leverage these insights to connect meaningfully with Gen Z across CTV, music streaming, podcasts, blogs, and forums, ensuring authenticity, personalization, and alignment with values. Their reliance on the open internet as a space for loyalty, creativity, and cultural relevance is set to define the next chapter of India’s digital economy.
