 Good morning, everyone. It's a pleasure to be here. Thank you to Exchange for Media for the warm introduction and for hosting us all today. And thanks to all of you for joining us for the sessions today. OK, we're up and running. As mentioned, I'm Gavin Buxton, so I lead up Magnite for Asia, including South Asia and India. And really delighted today to share with you a first look of some research that we're actually only launching today. So this is genuinely hot of the press to share with you all. We did an in-depth study into the digital video streaming audience in India. And we're really delighted to share that with you today. Let's check. The clicker's not working. So first of all, those that are less familiar with Magnite, just a short introduction. So we pride ourselves on being the largest independent omnichannel supply-side platform, SSP. We partner with broadcasters and media owners to provide services, tools, and technology to best enable them to monetize their content across screens and across formats. So those formats include digital streaming, OTT and CTV, display, video, digital out of home, and audio. We also partner with agencies and brands to ensure that they can best connect with brand-safed premium quality inventory. When it comes to India, we've been servicing and proud to service clients here in Mumbai and across India across a number of years with continued growth in this area. And off the back of that, we're actually opening up our Mumbai office going into next year. We have our first person on the ground, Karnika, who's here today. And we actually have six open roles. So we're proud to be servicing partners in India and proud to be in India in the coming months and being part of the community and giving back into that. And part of that is running the research that we have done is to how we can educate and evangelize in the areas that we participate in. In diving into the study that we undertook, we partnered with Dynata as a research company globally. It has presence here in India. The study had 2,500 interviewers were part of it, looking to be an Indian representative audience, so the adult audience. It is focused on viewing. So focused on TV viewing, streaming, that people were connected online and categorized under NCC as AB households in tier 1, 2, 3, and 4 cities. The study will be released. You can use a QR tone that's outside to download that. And it goes into the full depth of the study. Before diving into it, something that was asked of us is to clarify video streaming. So video streaming represents any TV or movie content watched over the internet or through a connected device. Before I carry on, I thought before we go into our own research and to get you guys moving a little bit, I thought I'd ask of yourselves, based on the definition of video streaming, if I can get people to put their hands up who's streaming at the moment for the internet, their TV content, if you could raise your hands up, if you fall into this category. Watching a TV content and streaming. OK, I'd say about 60%, 70% of the audience within that. Another thing to define in this is which is OTT and CTV. So up here, we have the definition of video streaming, which also falls into over the top of the delivery of content. That is into any device. So here, that could be into desktop, into mobile, into tablet, a subcategory that's important to distinguish is then connected to TV, CTV. And this is content that's delivered into your big screen at home, either for a smart TV or through a set-top box or a gaming console. And a number of the providers there, including Netflix as well. So six key takeaways I wanted to touch on today. Firstly, streaming is for everyone. So for our research, we're seeing that it's hit a mass audience. Secondly, streaming is preferred versus TV for the connected users that are out there. Thirdly, mobile. Obviously, mobile conference is the lead device. Within that was CTV being a growth area. Ad funded is the preferred method of actually people accessing the content in terms of how they want to be able to receive it. When it comes to the ads in these environments, they're proving hugely attentive and effective in the outcomes they drive. And lastly, live streaming is becoming mainstream, that being news, sports, linear, TV. So I'm going to dive into each of these over the course of the next 10 minutes. So a key highlight that was identified in the study straight off the bat is 72% of people who live in urban areas with internet access are streamers. So pretty much back to the audience base that we saw today in the room. 72% of people are streaming. What does that represent in terms of an actual number? Well, eMog tier ran a research as well, and our data is collaborating with this. Over 450 million internet users are streamers in India. So a significant amount. So this is where we really call out that streaming has come of age and has hit scale in India. Additionally, some information about the streamers. They skew to a few key profiles that we see. Firstly, young, educated, tech-sabby, generally urban, live in a household with children, and highly engaged across other devices, internet devices as well. In diving into this data a little bit more, starting from the top left here, in looking at the age demographic. So one of the reasons we say that streaming is for everyone, you'll see here that demographic age profile is very similar to India as a whole. So streamers are across all age brackets. And within India, obviously, the younger skew as well. So we're seeing that as well in the data for streamers. So 73% are falling into the 17 to 44-year-old category. Gender is much in alignment with India as a whole, as is region. On a tiering basis of cities, the big metros and mini metros is where there's a higher skew of these streamer audiences. On a marital basis, 70% are married, similar to India as well, when you apply it to a kind of younger skew. And a household size, 65% have kids younger than 18, children younger than 18 at home. Diving into the preferences of streamers. So 66% of streamers prefer watching TV services. 66% of streamers prefer watching through streaming devices versus traditional TV. So some of the reasons on this that are shown is that original and variety of content is one of the reasons. The ease of seeing shows that we know in terms of picking and VOD environments when we're on Netflix or Disney for Hot Star or others, the ease of picking the shows we want is far easier. And I think we're all susceptible to binge watching. So it's another reason that people are diving into streaming over traditional TV. In terms of how much people are streaming this year versus last year, 75% of streamers are dreaming more than they were a year ago. Again, the content is a big part of that. There's more options against that. And some of that's around language as well. There's more options to watch in the language you prefer. Better data plans are becoming a part of that and more time. So the last two are really around mobile. In terms of those data options and having more time than we had before is really helping drive the stream of growth into the mobile side. So we're seeing huge growth already. What can we expect to see for the year ahead? Well, 66% of people have said that they're planning on streaming more in the year ahead. So this category is growing a lot already and only gonna grow further. What does that mean in amount of hours as well? From a prospective amount of hours to streaming, it's 18.5 hours a week of being consumed through streamers. So a significant amount of time. But that's not to say they're not spending time elsewhere. They're very cross-media consumption-led. So linear TV is still a big part of what they're doing. User-generated content, social networking. They're all clocking up about 16 hours each. Overall video consumption across all these areas is accounting to 66 hours a week. But streaming taking a big part of that. Going into a little bit more depth of detail around the content that's being consumed. On the left here is the actual types of shows that are being consumed. So comedy, thriller, action, romance are a big part of the core categories. I touched on language before and it was brought up before in terms of language of shows and language of ads. Streaming is giving the choice to watch the shows that you wanna watch and not just being forced to watch through linear. So seeing a broad spread of the languages coming through there with the rich diversity in India. But the core languages that come in the most are still on the English and Hindi side. So next key takeaway that I wanna touch on is mobile is the lead streaming device. So on the right here is the devices that are being used and the amount of time being spent per week. So 88% of people are streaming on their mobile device and watching up to nine hours a week. So this is to be expected as we touched on before the reduction in data plans, watching what you want when you want on the go is being a big influence into the amount of time people are spending on mobile with streaming today. From a perspective of CTV is a great area. We're actually seeing 63% of streamers are watching on CTV. A big factor of this is smart TVs with the lights of Samsung, Xiaomi. As people are upgrading their TV sets we're starting to see more streaming taking place at home and up to eight hours per week within this environment. Set-top boxes and consoles are a driver of that as well. Something that does come up when it comes to streaming. I think especially from the US where we also do a lot of business is that when it came to mobile streaming people kind of had a perception that in CTV it's a bigger and better experience and then for advertising is it gonna be the same when it comes to mobile? So we asked this question actually off the back of other markets where we've run the study for brands and for agencies is what's the perception of the experience for people when they're on mobile versus in the big screen CTV? So you can see here on smartphones 88% of people are saying it's a good or very good experience versus 87% in smart TV or standard TV. So from a consumer or view perspective you're watching at home with your earphones in close up or you're watching back with the screen further away the perspective is pretty much the same. If anything when you're on your own you're less interrupted. So we're seeing that that experience in smartphones is just as good as what people perceive on the big screen as well. So something to take note for advertisers when they're considering this. In terms of when it comes to CTV as has been done in traditional it's also worth calling out that it is a shared experience when it is on the big screen. So we're seeing that people are still sharing that with their partners with their children when they're consuming on CTV. This is something for consideration in CTV in the future for measurement. When we look at it on a digital level we look at it a one by one but there's actually probably a multiplier that could be applied here. So we've seen that streaming is grown it's only getting bigger it's only gonna get bigger. A key area of that is how are people planning on consuming it? How are they consuming it today? So the question here is what's your preference in terms of that value exchange of how you're gonna receive that content? So 41% of people are calling out that they prefer free which is ad funded and there's no cost to them. 39% of people are looking at an ad late option they're open to spending some money on a subscription but they'd rather that fee is reduced and they can have some advertising within it and there's only 20% of viewers in India are actually calling out that they wouldn't add free experiences. So the perception within viewing that people don't want ads is not the case as we can see here. The value exchange is well understood from previous free to air experiences and lowering costs. People are open to ads in these environments they in fact welcome them if it gives them great content to view. One of the things to call out is what's the average amount of subscriptions that people are leaning into today? The actual number on that at the moment is five. So three of those are actually free so completely ad funded. One of them falls into the ad light category and then one of the five people are subscribing for ad free. Some of that maybe because there's not a choice yet we know that Netflix is about to launch their ad light option. So this could actually change even further as those services come to light. Additional question we asked was how many minutes per hour are you open to having ads for the hour of content? So this was an open question. It wasn't forced. So this is self declared. Viewers were saying when it came to an ad light option they're open to 8.3 minutes of ads per hour. Additionally if it was a free service offering they're open to close to 11 minutes per hour. So viewers are declaring they're open to this. It's not like one minute or two minute. Just give me enough that I can watch the free content. There's really that understanding of a value exchange in up to 11 minutes. One thing to call out when it comes to kind of free to wear is around 10 to 20 minutes per hour. So there is a slight reduction of that expectation but they're still open to ads in these environments. When it comes to advertising another follow up question we had with it was how receptive are viewers to advertising? How effective are they? So we asked them a question how much attention are they likely to pay to ads in different environments from streaming to social to web. And 64% fed back that their attention is highest likely in streaming. So very strong correlation to them declaring what they'd like to see in the environments where they like to see those ads. 76% also declared they pay more attention to the ads that are personalized to their lifestyles and interests. There was another question that followed this. It said 76% like ads that are also relevant to the content they watch. So back to the PNG example of having ads in the same language as the content you're viewing. People are looking for you to take notice of what you're viewing, what your interests are and delivering ads that are relevant to you. And they're very receptive to it when you do do it. And the technology does exist and we can help with that of understanding that audience, the content they're interested to be able to deliver the best ads to them. Beyond attention, we kind of followed the funnel of what's happening next in terms of outcomes and actions that are taken. So 93% of respondents that watch streaming ads have taken an action off the back of that. Only 3% have declared they haven't done anything off the back of watching a streaming ad. So huge output in terms of the actions taken. The top three actions there, searched online, visited a website, read reviews. Something to bear in mind especially with mobile is ensuring there's call to actions to drive that response. Obviously you can click in the streaming mobile environment so you can use that to your advantage. Even when it comes to CTV, you can use QR codes to try and navigate that connection with the viewer. 33% have actually gone on and made a purchase. So as much as attentiveness, that funnel to purchase is very much taking place. The last area that we wanted to call out on the key takeaways was live streaming. It came up in some of the topics earlier as well. When it comes to live streaming, that being live linear, live news, live sports, it's always been a huge area in many countries, especially in India with the live sports side of things. 86% of streamers prefer to go into the live streaming environments rather than their traditional TV. So when it comes to these live sports, it kind of inherently works. If you're gonna watch them live sports, it's a well-coupled otherwise. You're not necessarily gonna be at home at the time of watching it. So being able to watch it on the go is kind of a natural place to go to. And we're seeing that streamers are very much adapting and embracing this content. I think this is an area that's kind of underutilized from advertisers to date. A lot of it is the broadcast feed coming into these environments without it necessarily being targeted advertising yet. But we see this as a huge growth area. We've seen it in other markets. And specifically in India with sports and news, we see this as a big opportunity ahead for broadcasters and for advertisers to connect with audiences. So that comes back to the key takeaways for today. As touched on, we're really excited to share this study. There is an in-depth study behind it. Please do use the QR codes that's outside or come and speak to us. But we're seeing huge growth in streaming overall. It is very much reaching all of the population segments in India with that skewed to younger tech-savvy urban audiences taking place. Streaming is their preference over watching traditional TV. We see that this is only likely to continue as people get more connected in India. Mobile is the lead device within that. So it's another area of mobile marketing that can be best be utilized and engaging with audiences. Ad funded is the preference in that. And we see that continuing to grow, especially as global providers are opening up ad light options. Streaming ads are showing that they're effective from the top of the funnel in building brands to actually driving the response as well. And live streaming is becoming a mainstream area for consideration. With that, I'd like to thank you for your time. It's been a delight to share this with you. Please do connect with me while I'm here or through QR code into LinkedIn or my email. Really looking forward to spending the rest of the day hearing from other people as well. Thank you.