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Tag: VTION

  • Festive fever goes phygital as Affle decodes India’s shopping pulse 2025

    Festive fever goes phygital as Affle decodes India’s shopping pulse 2025

    MUMBAI: Deck the carts, it’s shopping season and India’s consumers are already in festive overdrive. Affle 3i Ltd, in collaboration with audience intelligence platform Vtion, has unwrapped its India Festive Pulse 2025 report, just as the country gears up for the shopping blitz from Navratri and Durga Puja to Diwali. The study, based on a nationwide survey of 1,850 respondents across metros and smaller towns, offers a panoramic view of how Indians are discovering, deciding, and ultimately buying in the most lucrative window of the retail calendar.

    This year’s festive mood looks upbeat, with 47 per cent of consumers reporting higher purchase intent. The triggers? Bonus-linked wallets, the emotional pull of gifting, and blockbuster e-commerce sales promising deep discounts. But while spending remains robust, the journey from discovery to conversion has become anything but linear.

    The report reveals that 68 per cent of shoppers first spot festive deals via in-app ads, while social media continues to be a discovery driver. But there’s a rising dark horse Connected TV (CTV) now emerging as a favourite screen for browsing products during ad breaks and binge sessions.

    Yet, the buyer’s path is far from one-screen simple. While 58 per cent complete purchases on the same device where they spotted the product, a chunky 32 per cent switch devices and 38 per cent head offline to finalise the transaction. The takeaway? India’s festive shopping is now a phygital juggle across devices and stores.

    Planning doesn’t wait till Dhanteras. Nearly 49 per cent of shoppers start planning at least 15 days in advance, though half of purchases actually peak within 3–7 days of ad exposure. That means ads need to land early to build intent but stay visible close to purchase dates to close the deal.

    Language, too, is proving to be a sales catalyst. A staggering 79 per cent of consumers engage better with ads in their local tongue, making multilingual storytelling a non-negotiable for brands. Reflecting this, 70 per cent of marketers are now investing in state-specific campaigns, with 41 per cent focusing on Tier 1–2 cities this festive season.

    “Discovery and purchase are no longer linear or tied to a single screen,” said Affle COO for India & emerging markets Vipul Kedia. “Consumers move fluidly across platforms, and ads on mobile and CTV not only trigger action but also build recall. The rise of vernacular content means resonance matters as much as reach.”

    For Vtion COO Shailesh Varudkar the festive season remains India’s commercial pulse, but its rhythm has changed. “Shoppers are mobile-first, discovery-driven, and effortlessly omnichannel—switching between social feeds, CTV, and apps before making a purchase. Marketers must recalibrate campaigns for this new consumer journey, where timing, personalisation, and context define festive success,” he said.

    . Survey base: 1,850 respondents (67 per cent male, 33 per cent female)

    .  Age groups: 18 to 35 plus years, spanning NCCS A–E

    .  Discovery: 68 per cent via in-app ads, rising traction on CTV

    .   Timing: 49 per cent plan 15 days ahead, 50 per cent convert within a week of seeing ads

    .   Regional impact: 79 per cent prefer local language ads; 70 per cent marketers doubling down on state-level campaigns

    As festive lights twinkle and offers flood feeds, India’s shoppers are no longer just swiping or strolling, they’re toggling. For marketers, the challenge is not only to be present across these touchpoints but to stitch them together into one connected, measurable, and memorable experience. 

  • Triton Digital and VTION Digital demonstrate effectiveness of podcast in new study

    Triton Digital and VTION Digital demonstrate effectiveness of podcast in new study

    Mumbai: The global technology and service provider to the digital audio and podcast industry, Triton Digital, has unveiled the results of their “Podcast Advertising Effectiveness Study,” commissioned with VTION Digital Analytics, a leading digital consumer behaviour intelligence platform.

    The survey highlights the strong growth of podcast listening in India and the effectiveness of podcast advertising to drive brand and product recall.

    According to the study, on an average, audio content consumers in India listen to podcasts three to four times per week. In metro cities, this rate is even greater, with 70 per cent of respondents listening to podcasts weekly and 30 per cent listening daily.

    He added, “Our study further demonstrates a high brand recall in the region and a willingness to receive additional advertisements, setting the medium up for a long future of success.”

    Additional key findings of the study include:

    Podcast listeners are willing to listen to ads. In fact, out of the total respondents who have reported ever hearing a podcast ad, 42 per cent had no issues with hearing ads in the middle of podcasts that are free.

    Advertising frequently leads to purchases. 80 per cent of listeners who have heard of a product are interested in learning more about it, with 29 per cent claiming to have bought the product they heard advertised.

    Podcast advertisements catch people’s attention. 40 per cent of listeners state that ads in between podcasts always or often capture their attention, with 40 per cent of these listeners saying they trust these advertisements.

    “We are grateful to be commissioned by Triton Digital to study the state of podcast listening in India and measure the effectiveness of podcast advertising in the region,” said VTION Digital Analytics chief executive officer Manoj Dawane.

    “Podcasts are clearly becoming a popular medium in India. It is great to see listeners respond positively to podcast advertisements as well,” he concluded.

    The report surveyed 354 VTION panellists who defined themselves as podcast listeners between 1 August and 7 August. Triton Digital will be sharing these results at Radiodays Asia, 6-7 September in Kuala Lumpur, Malaysia.

    Check the full report here: (Embed Link) https://info.tritondigital.com/podcast-advertising-effectiveness-survey

  • Time spent on OTT audio streaming apps goes up by 42%

    Time spent on OTT audio streaming apps goes up by 42%

    MUMBAI: The COVID19 crisis has changed the average Indian’s life. With schools and colleges being shut coupled with corporates and governments encouraging employees to work from home, Indians in the metropolitan cities are looking at ways to keep themselves entertained and/ or to find “companions”.

    Kantar – VTION’s passive OTT Audio Audience Measurement service data reveals that there was a 42 per cent increase (amongst consumers able to consume OTT / streaming audio platforms) in time spent on listening to OTT/ streaming audio apps. 

    What is driving this growth? 

    Social distancing is the new norm! with consumers being forced to be housebound in the current environment, a large number of “new users” (consumers who were not tuning into OTT / streaming audio apps in the previous period) have started using these services

    Amongst various demographic groups that were analysed, two segments display huge growth in the time spent on listening to OTT/ Streaming Audio apps:

    Over 50 per cent growth in the time spent on listening amongst the age group of 18-24 – a reflection of the closure of colleges and youngsters being housebound and looking for alternate entertainment options?

    Consumers in the age group of 25-34 have shown a 30 per cent growth in usage – perhaps driven by the fact that they are working from home (WFH) and using the OTT/ streaming apps as a companion medium 

    In terms of day-wise consumption behaviour, the study shows that new “peaks” are emerging as far as consumption of OTT/ streaming audio apps is concerned. The report reveals a 52 per cent growth in the incidence of listening in the afternoons – between noon to 6 pm. Late night (post-midnight till 6 am in the morning) registers an 80 per cent increase in the incidence of listening, compared to the last month.

    Will the current environment change the consumer behaviour? Will the consumers continue to avail of the OTT / Streaming Audio services? Will the medium grow? Only time will tell.

    The OTT Audio Audience Measurement offering brings together Kantar’s expertise in media measurement and consumer insights with VTION’s proprietary audience measurement technology and data management framework to provide a unique, comprehensive understanding of audience behaviour, insights for communication planning as well assessment of ROI for media investments across OTT Video platforms, OTT Audio Streaming & Podcasting and Broadcast Radio FM Platforms.  

    The study is based on a robust sample size of 9000+ stretching across top 9 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among male and female of age group of 18+ and across SEC A, B & CDE. 

  • Kantar’s OTT audience measurement aims to be industry currency

    Kantar’s OTT audience measurement aims to be industry currency

    MUMBAI: Kantar, in association with VTION, has launched OTT Audience Measurement Insights for audio streaming platforms at a time when a unified third-party measurement is need of the hour. While the video measurement will come up in Q2, both the companies, on the back of the collaboration, aim to fill the need gap.

    “The idea here is that we hope to provide a third party independent measurement, which tells platforms about what the consumers are listening, at what time which platforms, what kind of content is being consumed. We don't have any stake, either of the parties in any of the platform. The idea is that we want to be the currency for the OTT industry to make decisions about content, marketing and communication,” Kantar South Asia Insights Division managing director and chief strategy officer Hemant Mehta said.

    Mehta added that VTION’s expertise in technologies is the core strength of the partnership, while Kantar brings in the knowledge of using that data to understand from a media planning or market insights perspective. Despite challenges, both the parties are now confident that what they are measuring and reporting to the market is reliable.

    He added that having one standard metric is not possible, it would vary. “What we are giving is our standard variables by which you can evaluate like in any other medium. We've got reach, rating, time spent, share – the four variables which every medium has, we are also releasing those to the industry. And we hope that industry will take a consensus about what should be the measure,” Mehta said.

    He also added that the in-depth measurement data will be subscription-based. As shared by him, along with platforms, advertisers are also showing interest in the data. The recent study is based on a robust sample size of 9000+ stretching across top 9 cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among male and female of age group of 18+ and across SEC A, B & CDE.

  • Delhi, Mumbai largest markets for OTT audio streaming

    Delhi, Mumbai largest markets for OTT audio streaming

    MUMBAI: There is a strong interplay between radio and OTT audio streaming resulting in what can be called a “Battle for the Ear”, according a study. 

    The OTT Audience Measurement Insights – a first-of-its-kind, passive, continuous audience measurement service – has been launched by Kantar and VTION and it will bring the streaming audio medium on par with radio, TV, print and digital platforms.

    In the inaugural release, the study has picked up certain unique regarding content consumption patterns as OTT audio streaming players seem to have built unique core audiences. 

    There is a clear pattern of consumption of songs that go beyond ‘trending’ time-frame giving them a longer lifespan. The study also shows that the OTT platforms are also effectively competing with TV in the weekday morning slots.

    The study reports multiple variables by gender, time of the day, age group, genre, OTT platforms, NCCS, and cities for the content being consumed.

    Hemant Mehta, Managing Director, Insights Division & Chief Strategy Officer, Kantar South Asia, said: “The year 2020 will be ‘The Battle for the ear’ as OTT Audio platforms are shaking up the music market, especially by creating an intense competition between Radio and OTT Audio platforms. Today the listeners are spoilt for choice as far as content consumption is concerned and move across the platforms to fulfill their entertainment needs. The OTT Audience measurement is redefining the audience measurement space as it provides rich insights ranging from listening habits across devices, age groups, peak times, and genres and so on and addresses a need for a robust solution to track the OTT space. Our joint initiative withVTION has provided the industry with the much-needed metrics that will ultimately help the marketers understand the consumer profiles, their content and platform preferences required for effective communication planning and implementation.’’

    Manoj Dawane, Founder & CEO of VTION, added: "Audio as a medium of entertainment and engagement, comprising of OTT platforms, broadcast radio and podcasting, is a fast-growing media segment in India. We believe that a well-defined and unbiased independent measurement system will catalyse growth even more as marketers, platform owners and content owners will be able to drive relevance, programme meaningfully and target audiences effectively. Our partnership with Kantar combines their deep consumer behaviour understanding with our patent-pending technology to serve the industry better and grow the market.”

    Key Findings

     13 Million adults listened to any OTT streaming App in the last 30 days over nine cities.
     OTT Audio streaming peaks between 9 PM- 9.30 over weekends, almost making it the new prime time. Weekend listenership trumps weekdays.
     The medium is fast catching on across audience groups providing “personal, me time”
     Delhi and Mumbai at 25% each are the largest OTT audio streaming markets, followed by Kolkata and Bangalore standing at 11% and 10%, respectively.
     Mumbai is deeply entrenched in terms of OTT Audio streaming, capturing 44% of the pie followed by Delhi at 25%.
     Clear interplay between Radio and OTT Audio streaming – Battle for the ear 
     Strong correlation between radio and streaming audio; OTT streaming seems to be thriving in markets where radio listenership habit is not strong.
     Among the top 10 songs 
    o 2 Singles amongst 10 songs 
    o 3 Remix / version / Recreation
    o Longevity of Music beyond the theatrical: Kabir Singh

    The OTT Audience Measurement offering brings together Kantar’s expertise in media measurement and consumer insights with VTION’s proprietary audience measurement technology and data management framework to provide a unique, comprehensive understanding of audience behaviour, insights for communication planning as well assessment of ROI for media investments across OTT video platforms, OTT audio streaming & podcasting and broadcast radio FM platforms.  

    The study is based on a robust sample size of 9000+ stretching across top nine cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad & Lucknow/Kanpur) among the male and female of age group of 18+ and across SEC A, B & CDE.