A recent custom study conducted by NielsenIQ on behalf of Amazon, focusing on TV streaming trends in December 2023, has unveiled intriguing insights into the viewing habits of Indian audiences. According to the findings, a significant 78% of respondents prefer streaming their favorite movies and shows on their TVs using devices like streaming sticks, smart TVs, and set-top-boxes, rather than alternatives such as smartphones, tablets, and laptops.
During weekends, nearly 66% of participants streamed content for an average of five hours daily, compared to less than three hours on weekdays. The study highlighted that 97% of viewers prefer to stream content around dinner time, with 74% enjoying these moments with their families, particularly spouses and children. Comedy emerged as the most favored genre, closely followed by sports, thrillers, romance, horror, international TV shows, and news.
The preference for streaming on TV is attributed to factors like superior video and sound quality, the convenience of accessing diverse content from various OTT platforms and online sources, and ergonomic benefits that enhance viewing comfort and reduce physical strain associated with handheld devices.
Key features desired by respondents when streaming on TV included seamless, lag-free playback (39%), a wide selection of OTT apps (24%), and the availability of voice assistants for content search and smart home control. There was also a strong preference for platforms that offer both online streaming content and live TV channels from DTH providers on a single screen.
Commenting on these findings, Parag Gupta, Director and Country Manager at Amazon Devices India, emphasized, “Online video streaming has evolved significantly, but the preference for enjoying content on the largest screen in our homes—the television—remains steadfast. Fire TV offers a convenient solution for accessing shows, movies, sports, and more on TV screens, whether upgrading older non-smart TVs or enhancing the capabilities of existing smart TVs. With features like faster streaming, Alexa-powered universal search, and access to over 12,000 apps across genres, Fire TV has garnered consistent user ratings of 4+ stars.”
The study encompassed 800 respondents aged between 25-45 years across 12 major cities, including Delhi, Mumbai, Bangalore, Chennai, and Hyderabad. The demographic distribution represented a range of socio-economic levels under the New Consumer Classification System (NCCS) – A.
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