An increasing number of Indian audiences prefer streaming movies and shows on TV

In a recent custom study conducted by NielsenIQ on behalf of Amazon, insights into the streaming preferences of Indian audiences have been uncovered. The study, conducted in December 2023, highlights the increasing popularity of streaming content on televisions, shedding light on viewer habits and preferences.

According to the findings, a significant 78 per cent of respondents favour streaming online content on their TVs through devices such as streaming sticks, smart TVs, and set-top boxes, as opposed to alternatives like smartphones, tablets, and laptops. The study also reveals that nearly 66 per cent of respondents spend around five hours per day streaming content over the weekends, in contrast to less than three hours on weekdays. Moreover, a staggering 97 per cent of participants prefer streaming content on TV during dinner time, with 74 per cent enjoying this experience with family members, particularly spouses and children.

Genre preferences were also explored in the study, with comedy emerging as the most popular genre, closely followed by sports, thriller, romantic, horror, international TV shows, and news, in that order. The research emphasizes the growing significance of streaming on TV, attributing it to the comfort and superior viewing experience it offers.

Beyond the availability of a reliable broadband connection, viewers are drawn to streaming on TV due to the enhanced 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 benefits of maintaining a comfortable body posture while watching TV also contribute to the preference for this platform.

The study delves into viewer priorities when streaming on TV, revealing that the most sought-after features include lag-free streaming (39 per cent) and a wide range of OTT apps (24 per cent). Respondents also expressed interest in features such as voice assistants for content search and smart home appliance control, along with the ability to stream online content and live TV shows from DTH channels on a single screen.

Parag Gupta, Director and Country Manager of Amazon Devices India, commented on the findings, noting the evolving nature of consumer streaming habits. Gupta highlighted the enduring preference for viewing content on television and emphasized the convenience of the Fire TV stick, providing users with a faster streaming experience, simplified content discovery through Alexa’s universal voice search, and access to a vast array of apps across genres. Gupta expressed encouragement at the consistent 4+ star ratings given to the Fire TV by users, showcasing its popularity among Indian audiences.