iWorld
65% millennials and Gen Z prefer OTT over TV, report says
KOLKATA: Urban India’s youth has relied on OTT platforms to kill monotony. Amid other options, the streaming services have emerged as the most popular source of entertainment as 70 per cent of the youth have turned towards OTT platforms in their spare time. Along with existing subscribers, new OTT subscription purchases during the lockdown period spiked throughout the country across demographics.
According to a report from The Data Sciences Division of Dentsu Aegis Network (DAN) India, 65 per cent of millennials (25-39 years) and Gen Z (5-25 years) prefer consuming video content on an OTT platform over TV. The younger the audience is, the habit of consuming OTT is higher. The report also shows that daily OTT content consumption among Gen Z is higher than millennials.
While before lockdown 95 per cent of the respondents used to consume only two-three hours of daily content, during lockdown on average each millennial has consumed 1.66 hours of additional content and GenZ is consuming two-three hours of additional content too.
As a result of having more time at hand, binge-watching is becoming a prime trait of popular culture. While five per cent of the research universe has claimed to consume between six-twelve hours of daily content on OTT platforms in pre-pandemic period, currently 20 per cent of the sample is enjoying binge-watching. Millennials and Gen Z’ s purchased two and three additional OTT platform subscriptions respectively since the start of the lockdown. The average daily consumption hours have remained around four hours.
The international platforms with expanding local content library are becoming popular choices. 60 per cent of the sample has a subscription to either Amazon Prime Video or Netflix. Disney+Hotstar also has been able to attract nearly 19 per cent of the urban youth. Homegrown platforms like ZEE5, Voot are creating a buzz gradually. Comedy, thriller and action-based entertainment were the top three preferences of GenZ audiences while millennials were more inclined towards consuming a lot more Sci-Fi over thrillers. Money Heist, Breaking Bad, Paatal Lok, Narcos, Riverdale, Friends were all the rage among the episodic content.
Another interesting trend that has come out of the study is that OTT based gaming has gained significant popularity during the lockdown period. While the curve of heavy gaming remained constant, casual gaming saw a steep increase in popularity. However, millennial audiences were significantly less likely to consume OTT based gaming when compared to their GenZ counterparts.
OTT platforms have traditionally been more favoured by the young audience for the nature of the content it produces. Surprisingly, 11 per cent of the respondents criticised OTT platforms of imposing, glorifying and promoting “Content disgracing a religion or a caste”. These criticisms were accompanied by a majority (73 per cent) criticising the depiction of anti-national sentiment, foul language and bold as well as smutty content. “Pop up Ads” were also criticised for harming the seamless viewing experience. Despite the growth of broadband across the country, connectivity issues are prevailing until now.
The OTT industry is anticipated to grow 45.5 per cent during the forecast period 2019 to 2026. Along with the humongous growth, increased collaborations between OTT platforms and pay up TV, further hybridization and evolution of OTT monetization models could be more noticed going forward. India is expected to emerge as the second-largest OTT market with 500 million users by 2020 itself.
iWorld
Samay Raina returns with Still Alive, confronts 2025 controversy in bold comeback special
Comeback set tackles controversy, blending humour with raw storytelling
MUMBAI: Samay Raina is set to release his new stand-up comedy special, Still Alive, on YouTube on April 7, 2026, marking a high-profile return following a turbulent year.
The trailer for the special dropped on April 5, offering a glimpse into what Raina describes as a raw and unfiltered set that leans as much on honesty as it does on humour.
Positioned as a comeback of sorts, Still Alive draws heavily from the controversy surrounding his show India’s Got Latent in early 2025. The episode led to legal trouble, multiple FIRs, and a lengthy six-hour interrogation by the Maharashtra Cyber Cell, placing the comedian at the centre of intense public scrutiny.
Rather than sidestep the episode, Raina leans into it. The special reflects on the fallout and his personal journey through it, blending observational comedy with moments of emotional candour. Early audience feedback from live performances suggests the tone is less about rapid-fire punchlines and more about storytelling with bite.
The special was filmed during his global Still Alive & Unfiltered tour, which ran from August 2025 to early 2026. The tour saw Raina perform across major international venues, including the Madison Square Garden Theatre in New York, a milestone that places him among the youngest Indian comedians to take that stage.
The title itself signals resilience. “Still Alive” is a nod to navigating both legal and public backlash while choosing to remain unapologetically authentic, a theme that appears to anchor the set.
With the special set to premiere online, all eyes are now on how audiences respond to a performance that promises equal parts reflection and wit. For Raina, the message is clear. He is not just back, he is ready to be heard on his own terms.
