India is a country that is home to several religions. People tend to practise religious customs and traditions that are more often rooted in their culture. Religion has played an important part in preserving the customs and traditions of the nation and this is hardly unsurprising.
Over time and generations, there has been a steady decline in how the youth in the country perceive religion as a whole. This is mostly imminent in tier 1 cities, where religion and customs have seen a substantial decline. However, the same cannot be said for youths belonging to tier II cities. There is more to religion that’s keeping a generation of people from one subclass of society engaged.
OMTV, World's first Indic storytelling app, has recently conducted a survey on their 2500 users and came up with surprising revelations. The popular app showcasing content related to spirituality has declared that 80% of viewership in the app comes from the 18-30 age group.
The result reflected most of the viewers are youngsters from tier 2 cities, with Indore, Jaipur, and Kanpur emerging as the top cities in terms of user engagement. A popular web series called "Gita Stories" is the preferred choice among users.
Within the age group of 18-30, the majority of users (85% male and 15% female) belong to the Hindi-speaking market (HSM).
20% of respondents above the age of 30(adults), take less interest in religious-specific content, with 70% male and 30% female respectively
The most-watched show on OMTV app is "KALAM" - Gita Stories, which revolves around one of the true-life events of Dr. APJ Abdul Kalam Azad
Addressing the surge of younger generation on the app, Nitin Jai Shukla, Founder & MD at OMTV said, “In today's rapidly changing Indian society, the inclinations of the country's youth towards religious content are noticeably shifting. Factors such as social media addiction, anti-India propaganda, urban anxiety, academic pressures, mental health concerns, and the disintegration of joint families contribute to this trend. Religious content acts as a bridge, allowing them to connect with their cultural and spiritual roots, imparting a sense of identity and heritage. Encouraging an inclusive approach to religious content while providing support in areas such as mental health, academic pressures, and career guidance will help the Indian youth navigate the complexities of the modern world while staying connected to their cultural roots.”
OMTV has recently collaborated with Phando Technologies to deliver a flawless streaming experience to their users. In a bid to captivate audiences, the app has also introduced an exhilarating series that delves into the rich tapestry of Sikhism, shedding light on its diverse aspects.
