As many as 78 per cent of Indian viewers desire streaming reveals and films on their televisions, with comedy being the most well-liked style of content material watched by respondents, in accordance with a examine carried out by client intelligence firm NielsenIQ.
The report highlighted that on weekends, almost 66 per cent of individuals binge-watched reveals for 5 hours on TV, whereas weekdays noticed lower than 3 hours of engagement. 97 per cent favoured TV streaming at dinner, with 74 per cent having fun with it with household, together with partner and kids.
The report, commissioned by Amazon, highlighted how the entry to 1000’s of reveals on varied streaming platforms, together with Amazon Prime and Netflix, amongst others, has fueled the rise of binge-watching tradition. “Along with the supply of an lively broadband connection at residence, individuals are streaming on TV as a consequence of higher video and sound high quality, and comfort of accessing a wide range of content material throughout OTT (over-the-top) suppliers and on-line sources,” the report stated.
Comedy most watched, information least fashionable style
Notably, the choice for comedy was carefully adopted by sports activities, thriller, romantic, horror, and worldwide TV reveals. The report stated information was the least fashionable style amongst viewers.
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“On-line video streaming has come a great distance since its inception, and so has streaming habits of customers. What has remained a relentless is our choice to view content material on the largest display screen in our houses – the tv…,” stated Parag Gupta, Director and Nation Supervisor, Amazon Gadgets India.
Netflix and Amazon have change into massively fashionable in India, which is ready to develop right into a $7 billion marketplace for the sector by 2027, in accordance with Media Companions Asia.
Issues over OTT content material moderation
The rise of streaming platforms, nevertheless, has additionally raised considerations over its content material moderation in current occasions. Notably, the Centre’s new Broadcasting Companies (Regulation) Invoice, 2023 seeks to broaden the scope of the regulatory system from conventional providers like tv to OTT platforms too.
The examine was carried out in December 2023 throughout 12 main cities, together with Delhi, Mumbai, and Bangalore. A complete of 800 respondents between the ages 25-45 years had been surveyed for the examine, NielsenIQ stated.
(With company inputs)
First Revealed: Jan 17 2024 | 1:43 PM IST