Study Finds Rising Preference Among Indian Viewers for Streaming Movies and Shows on Televisions

In December 2023, Amazon commissioned a NielsenIQ custom study on TV streaming trends, uncovering intriguing insights into the preferences of Indian audiences for streaming their favorite movies and shows across 12 major cities, including Delhi, Mumbai, Bangalore, Chennai, and Hyderabad. The sample size comprised 800 respondents aged between 25-45 years, reflecting the demographic distribution of the New Consumer Classification System (NCCS) under socio-economic level– A.

TV Streaming

The study indicates that 78% of respondents favor streaming online content on their televisions, utilizing devices such as streaming sticks, smart TVs, and set-top-boxes over alternatives like smartphones, tablets, and laptops. Nearly two-thirds (66%) of participants streamed content for approximately five hours daily on weekends, in contrast to less than three hours on weekdays.

Furthermore, 97% expressed a preference for streaming online content on television during dinner hours, with 74% enjoying this activity with family, particularly spouses and children. The study highlights that respondents favored comedy as the most popular genre, closely followed by sports, thrillers, romance, horror, international TV shows, and news in descending order of preference.

Besides having an active broadband connection at home, individuals are opting to stream on TV owing to superior video and sound quality, as well as the convenience of accessing a diverse range of content from various OTT providers and online sources. The ergonomic advantages also play a significant role in this preference. Watching on TV enables the maintenance of a comfortable body posture, mitigating the aches and pains that can sometimes be associated with viewing content while holding a phone.

In the realm of TV streaming, respondents identified lag-free streaming (39%) and a diverse array of OTT apps (24%) as the most coveted features. Additional preferences included the availability of a voice assistant for content search and smart home appliance control, as well as the capability to stream both online content and live TV shows from DTH channels on a single screen.

Furthermore, according to a study conducted by NielsenIQ in October 2023, it was observed that Fire TV provides customers with the most advanced TV streaming experience. The study was conducted in Delhi, Mumbai, Bangalore, and Kolkata. The sample size included 311 respondents between the ages 25-45 years, with a demographic distribution of New Consumer Classification System (NCCS) under socio-economic level– A.

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