Unveiling the Streaming Habits of Indian Audiences - Exhibit Tech News
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Unveiling the Streaming Habits of Indian Audiences

In a recent custom study conducted by NielsenIQ and commissioned by Amazon, the landscape of TV streaming trends in India has been brought to light, offering intriguing insights into the preferences of Indian audiences when it comes to streaming their favourite movies and shows. The study, conducted in December 2023, has shed light on various aspects, revealing a significant inclination towards streaming on televisions over other devices.

TV Streaming Preferences Unveiled

According to the findings, 78% of respondents preferred streaming online content on their TVs through streaming sticks, smart TVs, and set-top boxes. This preference was notably higher than alternatives such as smartphones, tablets, and laptops. The study also uncovered that 66% of respondents indulged in a generous five hours of streaming daily over the weekends, starkly contrasting the less-than-three-hour average during weekdays.

Prime Time Streaming and Family Bonding

One striking revelation from the study is the timing of streaming activities. A staggering 97% of respondents preferred to stream online content on TV around dinner time, with 74% enjoying this leisure activity with family, particularly spouses and children. The study underscored the significance of television as a central hub for family entertainment.

Genre Preferences in Indian Streaming Habits

Delving into the content preferences, the study ranked comedy as the most popular genre, closely followed by sports, thriller, romantic, horror, international TV shows, and news in order of preference. This insight reflects the diverse tastes of the Indian audience and the vast array of content consumed through streaming platforms.

Comfort and Quality Drive TV Streaming Choices

Beyond the convenience of an active broadband connection at home, respondents revealed that they favoured streaming on TV due to superior video and sound quality. The ergonomic benefits of maintaining a comfortable body posture while watching content on a larger screen also played a crucial role in this preference. This aligns with the desire to avoid the discomfort associated with holding a phone for extended periods.

Key Features That Matter to Indian Viewers

The study also delved into the features that matter most to Indian viewers when streaming on TV. Respondents preferred lag-free streaming (39%) and a wide range of OTT apps (24%). Additionally, the availability of voice assistants for content search and smart home control, along with the ability to stream online content and live TV shows from DTH channels on a single screen, were noted as crucial considerations.

Amazon’s Take on the Evolution of Streaming Habits

Parag Gupta, Director and Country Manager, Amazon Devices India, commented on the findings, stating, “Online video streaming has come a long way since its inception, and so has streaming habits of consumers. What has remained a constant is our preference to view content on the biggest screen in our homes – the television.”

He further highlighted the convenience of Amazon’s Fire TV Stick, emphasizing its ability to provide a faster streaming experience, simplified content discovery through Alexa’s universal voice search, and access to a vast library of 12,000+ apps across genres.

The NielsenIQ Seal of Approval for Fire TV

A separate study conducted by NielsenIQ in October 2023 underscored the position of Amazon’s Fire TV as the leading choice for consumers seeking the most advanced TV streaming experience. The device consistently garnered high ratings, earning the trust and favour of users in the dynamic Indian streaming landscape.

In conclusion, the December 2023 NielsenIQ study unravelled the evolving TV streaming habits of Indian audiences, shedding light on their preferences, prime-time rituals, and the pivotal role of television as a family entertainment hub. As streaming continues to shape the way we consume content, the findings provide valuable insights for content providers and streaming device manufacturers aiming to cater to the


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