Affluent, younger and mature audiences are more engaged with OTT audio platforms Indians have resumed travelling for both work and leisure. The commuting traffic mostly has their earphones on, pushing the number of adults tuning into audio OTT in October to a whopping 30 million. The data has come from Kantar. To gauge user preference, Kantar, in collaboration with VTION™, launched an OTT Audience Measurement System in February this year. The first-of-its-kind, passive, continuous audience measurement service provides the industry with key metrics such as reach, time spent, platform and content choices, etc; based on a robust panel of over 9000 consumers across top nine cities (Delhi, Mumbai, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Ahmedabad and Lucknow/Kanpur). After clocking 23.3 million users in September, 1 out of 2 Android smartphone owners in the nine sampled cities have listened to an OTT audio platform in October 2020 – translating into a reach of 30 million adults.