For years, India’s e-commerce story was told through the lens of metros — fast, tech-savvy, and convenience-driven. But a new chapter is now unfolding in the country’s heartland. It is being written by women from Tier-2 cities who are confident, curious, and quietly reshaping how India shops online.

According to exclusive data shared with MediaBrief.com by Chrome OTT, a division of Chrome Data Analytics and Media (Chrome DM), in Week 38’25 (September 20th – 26th, 2025), India’s OTT landscape saw JioHotstar continuing its reign at the top. The platform clocked an impressive 51.08% reach, attracting 78.67 million unique viewers, once again outpacing competitors. Netflix and Amazon MX Player followed with 18.43% and 17.32% reach respectively, reflecting a week marked by high viewership for reality TV, legal dramas, intense thrillers, and blockbuster films.

Chrome DM's latest opportunity to see report presents comprehensive channel availability data for Week 43 (Oct 19^th – 25^th’24), highlighting the Opportunity to See (OTS) metrics across Hindi and English news channels.

As the world shifts towards digital-first entertainment experiences, a new technology is emerging on the Indian streaming scene: FAST (Free Ad-Supported Streaming) Channels. Offering viewers access to content at no cost, funded through advertisements, FAST channels are quickly becoming a dominant force in India’s rapidly growing Connected TV (CTV) landscape, which now includes 80.2 million CTV households. With an impressive growth trajectory of over 34% since 2023, FAST channels are revolutionizing how Indian audiences consume news, entertainment, and more.

BrandPulse Global, the consumer research company, unveiled research on the influence of localized branding on consumer loyalty. The company’s latest study reveals that tailoring branding efforts to reflect region-specific consumer preferences can significantly enhance brand loyalty and drive customer engagement.

BrandPulse Global, a leader in consumer research, has released a new study highlighting the powerful impact of localized branding on consumer loyalty. The research reveals that brands tailoring their messaging and strategies to reflect regional preferences can achieve a 30 percent increase in customer retention and a 25 percent higher brand recall compared to generalized approaches.

India’s economy has long thrived on its unique “sachet model,” a system where consumer goods, particularly in the FMCG (Fast-Moving Consumer Goods) sector, are sold in small, affordable packs. The Indian FMCG sector is valued at over $230 billion as of 2023, and sachet-based sales contribute significantly to this figure. BrandPulse Global, a leading consumer research firm, has highlighted how this model, offering products in ₹2, ₹5, and ₹10 sachets, continues to be a cornerstone of India’s retail landscape. In fact, sachet sales account for nearly 70% of shampoo sales in India and contribute significantly to categories like detergents, confectionery, and skincare products.

India’s economy has long thrived on its unique “sachet model,” a system where consumer goods, particularly in the FMCG (Fast-Moving Consumer Goods) sector, are sold in small, affordable packs.

The retail landscape in India is evolving at an unprecedented pace, driven by shifting consumer preferences, technological advancements, and the rapid expansion of digital platforms. In this dynamic environment, brands need more than just intuition to thrive—they need insights grounded in data. Consumer research has become an indispensable tool for brands looking to navigate these changes and better understand their audience.

Chrome Digital Track data on the most watched news stories online (Chrome News Track), is brought to you by Medianews4u.com.