OTT, Gaming and Media Audience Research in India: Screeners, KPIs and Costs

SuperJ members are general Indian consumers who come to the app, take surveys and earn rewards, so people who stream, game or watch short video are among them. No platform, genre or game-type field is documented, so ask which behavioural segments exist and always screen.

Targeting. Fields and quotas are set out in how audience targeting works and the guide to surveying any audience.

Cells. Use in-survey over-quota routing to close a cell, such as paid users, when it fills, so one group does not fill the sample. Ask the team which screener answers can carry a quota.

Ask by platform type first and by named platform second. Rotate the platform list and include your competitors.

Question 3 gives you light, medium and heavy bands, so a few heavy users do not set the average for everyone. Question 4 matters because a paid account can have many viewers, so ask who pays. Because online money games are now prohibited in India (see below), build gaming screeners around permitted formats, and take legal advice before you word any question about money games.

Reach here means stated use among panel members. It does not replace a metered audience measure. For social platform use among one professional group, see our social media usage study. For an ad creative test on a smartphone audience, see the ad testing guide.

Subscriptions are large, and they are subscriptions, not people. The FICCI-EY Media and Entertainment report 2026 (EY press release, March 2026) says digital media crossed INR 1 trillion for the first time, "Paid video subscriptions rose to 216 million, spanning 143 million households in India", and paid music subscriptions rose 37% to 14.4 million. One household can pay for several apps, so the household count and the subscription count differ. That gap is what your "apps paid for" question measures.

Gaming changed in August 2025. The Promotion and Regulation of Online Gaming Act, 2025 prohibits all forms of online money games, whether of chance, skill or a mix (PIB, 18 March 2026). It also covers advertising and related payments, and it provides for the recognition and promotion of e-sports and online social games. The same release says "The segment saw a 17% decrease following the ban on money gaming that took effect from August 2025" and that in-app purchases in video games rose by 15%. Check whether any older gaming figure you rely on includes money games.

Connectivity defines who is online. TRAI's highlights for August 2026 report 1,010.28 million broadband subscribers (without M2M cellular connections), of which 961.65 million are wireless. Rural areas hold 41.04% of total telephone subscriptions. These are connections, not people, and one person may hold several.

Language is a screener question. We have not verified a published language split for streaming in India, so ask about preferred content language instead of assuming it.

Illustrative study: which of 12 content types do paid-streaming users want more of? You want 400 completes of people who pay for a video app themselves.

Design. With 4 content types per screen over 8 screens, each person sees each type about 8 × 4 ÷ 12 = 2.7 times on average. Across 400 people, each type appears about 400 × 8 × 4 ÷ 12 = 1,067 times. The builder supports MaxDiff. Confirm the task count and balance there.

Precision. At 95% confidence and 50%, 400 completes give 1.96 × √(0.25 ÷ 400) = 4.9 points. If you split into 200 paid and 200 free-only users, each cell is 1.96 × √(0.25 ÷ 200) = 6.9 points.

Incidence. The term is defined in the audience hub guide. The rates below are assumptions, not panel data.

Screened-out respondents do not count towards a response bundle. The rarer the audience, the more you rely on a feasibility count. A 5% audience might fill slowly, or not at all in a small city.

• Paid-user feasibility. "How many people who pay for a video or music app themselves, in [cities, ages]?"

• Hours bands. "Which screener answers, such as hours per week or paid versus free, can carry a quota?"

• Platform lists. "Do you rotate platform options and include competitors, so no brand is favoured?"

• Heavy users. "What duplicate checks apply to heavy, frequent survey takers?"

• Money games. "How are questions on money games handled after the 2025 Act?"

• Non-mobile viewing. "How do you cover people who watch mainly on a TV set or console?"

Generic checks are in verified survey respondents and survey data quality.

Every respondent is a smartphone user. For OTT, gaming, music and short video that is usually an advantage, because these audiences are online, but it still biases results towards mobile-first behaviour. People who watch mainly on a TV set or a console, or who have no smartphone, are under-represented, so mobile-first habits may look more common than they are. The panel is India only. Stated reach is not metered reach, so treat survey shares as sample shares. Small or niche audiences may fill slowly.

For a content-preference MaxDiff among smartphone-using streaming subscribers, the example above costs this at list price.

Pro is sold in bundles of 400 to 1,000 responses and Enterprise pricing is custom: see pricing. SuperJ has a 25M+ consumer footprint of which the survey-eligible panel is a subset. Verification and quality checks are on the panel methodology page.