OMTV, an Indic storytelling app, conducted a survey among 2,500 of its users and found that 80 pc viewership on the app comes from the 18 to 30 age group.
Findings from the survey also revealed that most viewers are youngsters from tier 2 cities, with Indore, Jaipur, and Kanpur emerging on top in terms of user engagement.
Within the age group of 18 to 30 years, the majority of users (85 pc male and 15 pc female) belonged to Hindi-speaking markets.
Nitin Jai Shukla, Founder & MD at OMTV, said, “In today’s rapidly changing Indian society, the inclinations of the country’s youth towards religious content are noticeably shifting. Factors such as social media addiction, anti-India propaganda, urban anxiety, academic pressures, mental health concerns, and the disintegration of joint families contribute to this trend. Religious content acts as a bridge, allowing them to connect with their cultural and spiritual roots, imparting a sense of identity and heritage. Encouraging an inclusive approach to religious content while providing support in areas such as mental health, academic pressures, and career guidance will help the Indian youth navigate the complexities of the modern world while staying connected to their cultural roots.”
