Over-the-top (OTT) audio and video services have become the most popular use case for internet users in India, with 86% of the country’s over 800 million internet users using them, according to a report by the Internet and Mobile Association of India (IAMAI) and KANTAR. The report found that rural India is driving the use of OTT services, along with other internet use cases such as communications and social media. However, around 50% of people in rural India are still not active internet users, citing reasons such as difficulty understanding the internet and lack of awareness of its benefits. The report also highlighted the rise of non-traditional devices, such as smart TVs and smart speakers, which have contributed to the growth of digital entertainment services. Additionally, the report revealed that voice-based commands and content in Indic languages are gaining popularity among internet users in India.