In a recent study conducted by a leading consumer intelligence company, a spotlight has been cast on the television preferences of Indian viewers, highlighting the medium’s continued dominance in the country’s content consumption landscape.
The study, carried out in December 2023 across 12 major cities, surveyed 800 respondents aged between 25-45 years, offering valuable insights into the evolving streaming habits of Indian viewers. The key findings shed light on the significant role television plays in the lives of the respondents.
Key Findings:
- Television Domination: Approximately 78% of Indian viewers prefer streaming shows and movies on their televisions, emphasizing the enduring popularity of television screens for consuming diverse content.
- Genre Preferences: Comedy emerges as the undisputed champion, capturing the hearts of viewers, closely followed by sports, thriller, romantic, horror, and international TV shows.
- Binge-Watching Habits: On weekends, nearly 66% of respondents engage in binge-watching, dedicating around five hours to TV shows. On weekdays, the engagement drops to less than three hours.
- Family-Centric Viewing: About 97% of respondents favor TV streaming during dinner, with 74% enjoying it with family, including spouses and children. The family-centric viewing trend contributes to the appeal of streaming on larger television screens.
- Factors Driving TV Streaming: Access to a variety of shows on streaming platforms like Amazon Prime and Netflix has fueled the binge-watching culture. Better video and sound quality, along with the convenience of accessing diverse content from various OTT providers, contribute to the preference for streaming on television.
- Regulatory Landscape: The rise of streaming platforms has led to concerns over content moderation, prompting regulatory discussions. The Broadcasting Services (Regulation) Bill, 2023 seeks to extend regulatory oversight from traditional television to OTT platforms.
- Market Growth and Popular Platforms: Netflix and Amazon have gained significant popularity in India, contributing to the growth of the streaming sector. The Indian streaming market is projected to reach $7 billion by 2027.
This comprehensive study not only underscores the continued relevance of television screens in India but also provides a glimpse into the evolving preferences and habits of the nation’s viewers.
