The viewing preferences of the young demographic have been unmistakably evident in recent years, particularly millennials aged 30 and below, who are becoming prime targets for advertisers and entertainers in the Entertainment & Media industry. Despite TV broadcasts still being pertinent, multiple stakeholders aim to tailor their strategies to the plethora of diverse online viewers. Thus, many large publishers now provide their linear content on OTT platforms; enlarging reach and availability. The same goes for news as well - live-streaming scheduled 'on-air' content to internet subscribers.

As streaming platforms become increasingly popular, publishers and advertisers must identify methods to maximize their reach. The Chrome DM panel, representing 1174.54 million internet/C&S individuals in India, uses a hybrid process of assembling online surveys and tracking content by means of digital fingerprinting technology to collect data. This report was obtained from the SDKs installed on 82,147 respondents' devices. 

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