Gen Z’s digital habits put spotlight on the open internet

India’s Gen Z, numbering 377 million, is shifting the balance of digital consumption toward the open internet, according to new research from The Trade Desk. The study shows that this cohort now spends more than half (51%) of its weekly digital time on platforms such as OTT and CTV, music streaming, podcasts, online video and websites.

By comparison, walled gardens like Google and Meta continue to attract scale. But 90% of Gen Z turn to the open internet to explore interests, compared with 83% who do so within closed ecosystems.

This distinction matters for advertisers because the open web offers more control and transparency. Closed platforms, on the other hand, remain gatekeepers of data and ad delivery.

This recalibration comes as the festive economy prepares for an uplift, fuelled by GST 2.0 reforms and a government stimulus package of INR 2 lakh crore. With Navratri, Diwali and the peak shopping season ahead, marketers are under pressure to determine which channels can drive cultural impact and commercial returns.

What makes the open internet different

The open internet refers to the publicly accessible web that operates without centralised control, enabling advertisers to manage placements, measure performance and build first-party data systems. Walled gardens, on the other hand, filter what users see and tightly regulate advertising, including which ads are served, how often and at what point in time.

“Gen Z is creating culture in a way unlike previous generations. They’re building identities around the passions they care about most, and the open internet is where those identities take shape,” said Tejinder Gill, managing director-India at The Trade Desk. “Brands that succeed in connecting with Gen Z will be those that show up authentically in these spaces where this generation lives, connects, and leads.”

Gill’s emphasis on authenticity aligns with a broader industry trend. Marketers see the open internet as a space that not only allows visibility into campaign performance but also offers scope to test formats beyond traditional daypart-driven strategies.

Mapping Gen Z’s online behaviour

The Trade Desk’s findings suggest that India’s Gen Z is not consuming content passively. Instead, they use different platforms on the open internet for distinct purposes.

CTV and music streaming are seen as sources of inspiration. Online video helps with discovery, podcasts deliver immersion, while blogs and forums enable self-expression.

This multi-channel behaviour points to a fragmented attention economy, where context and cultural relevance matter as much as reach. For advertisers, the challenge is to design campaigns that can integrate across these touchpoints rather than chase impressions in isolation.

While sceptical of generic campaigns, Gen Z is not rejecting advertising altogether. The research shows that they are responsive to messages aligned with their priorities.

Sixty-two percent place importance on wellness, sustainability and cultural heritage. Within that, 40% cite physical health, 37% personal growth and 35% mental well-being as areas of focus.

Data from the study indicates that visually engaging, contextually aligned video ads drive 1.3 times higher brand recall with this group. They are also 1.4 times more likely to respond to exclusive offers, suggesting that creative quality and contextual placement can directly affect outcomes. However, poorly targeted or intrusive ads risk disengagement, underlining the need for precision.

A test for brands in the festive season

India’s festive season is a barometer for advertising strategies. With billions of rupees tied to consumer spending, campaigns released in the coming weeks will test whether brands can translate Gen Z’s open internet preferences into measurable results.

For many advertisers, this will involve a shift from persuasion to participation. The study outlines four areas Gen Z considers essential: clear values and inclusive representation, personalised and exclusive experiences, demonstrable commitments to sustainability, and the smart use of technology — including AI — to deliver relevance.

As Gill noted, “Brands that succeed in connecting with Gen Z will be those that show up authentically in these spaces.” His statement highlights the tension marketers face between delivering scale and maintaining credibility.

India’s Gen Z already devotes up to six hours daily to gaming, streaming and audio, making them a significant commercial audience. As they enter their peak earning years, their digital choices will influence how brand awareness, loyalty and cultural relevance are built.

The reliance on the open internet for discovery and identity formation signals that advertisers may need to reassess traditional media allocations. While walled gardens remain unavoidable for reach, the demand for authenticity and transparency could tilt investments toward more open, measurable environments.

For now, the festive season provides the immediate test. Brands will need to demonstrate whether their campaigns can withstand both cultural scrutiny and the hard metrics of performance. In the longer term, the rise of the open internet among India’s Gen Z points to an advertising ecosystem where control, credibility and context outweigh volume alone.