TV is India’s new streaming hub for movies and shows: Study

Customers increasingly prefer streaming movies and shows on TV, as revealed by a custom study conducted by NielsenIQ and commissioned by Amazon for TV streaming trends in December 2023.

The study, which includes participants from 12 major cities including Delhi, Mumbai, Bangalore, Chennai, and Hyderabad, revealed interesting insights about the preferences of Indian audiences to stream their favorite movies and shows.

India streaming trends in December 2023

The study reveals the following insights:

  • 97% preferred to stream online content on TV around dinner time, and 74% of them watched the same with family, especially spouse and children.
  • 66% of respondents binge-watch for more than 5 hours during weekends.
  • Streaming duration drops to less than 3 hours during the weekdays.
  • Comedy ranks as the most preferred genre followed by sports, thriller, romantic, horror, international TV shows, and news.
  • Customers prefer streaming on television due to the comfortable body posture it offers, along with better video and sound quality.
  • When streaming on TV, the most sought-after features were lag-free streaming (39%), and a wide range of OTT Apps (24%), followed by other preferences such as voice assistant for searching content, controlling smart home appliances, and the ability to stream online content and live TV shows from DTH channels on a single screen.

Additionally, based on another study conducted by NielsenIQ in October 2023, it was noted that Fire TV offers the most advanced TV streaming experience to customers.

Parag Gupta, Director and Country Manager for Amazon Devices India

Regarding the matter, Parag Gupta, Director and Country Manager, Amazon Devices India said,

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. Fire TV is a convenient way to get your favorite shows, movies, sports, and more on your TV. Be it to stream content on your older non-smart TV, or get more out of your existing smart TV, the Fire TV stick provides a faster streaming experience, simpler content discovery with Alexa’s universal voice search, and access to 12,000+ apps across genres to users. We are encouraged by the popularity of Fire TV, rated 4+ stars consistently by users.