66 Per Cent Indians Stream Most Content Over Weekend In India: Amazon-NeisenIQ Study

The study also revealed interesting insights about preferences of Indian audiences about streaming their favourite movies and shows.

97 per cent Indians prefer to stream online content on TV around dinner time.

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Almost 66 per cent of Indians streamed five hours content daily over the weekend, as opposed to less than three hours during the weekdays, a new study conducted by NielsenIQ and commissioned by Amazon for TV streaming trends on Wednesday revealed. The study also revealed interesting insights about preferences of Indian audiences about streaming their favourite movies and shows. According to the study, 78 per cent respondents prefer streaming online content on their TVs through streaming sticks, smart TVs and set-top-boxes compared to their other available options like smartphones, tablets and laptops.

Over 95 Per Cent Indians Prefer Streaming Online Content On TV At Dinner Time 

Additionally, 97 per cent preferred to stream online content on TV around dinner time and 74 per cent of them watched the same with family especially spouse and children. According to the study, comedy was the most popular genre of content watched by respondents. It was closely followed by sports, thriller, romantic, horror, international TV shows and news in order of preference.

When streaming on TV, the most sought-after features according to the respondents were lag-free streaming (39 per cent), and wide range of OTT apps (24 per cent). Other preferences were availability of voice assistant for searching content and controlling smart home appliances, and ability to stream online content and live TV shows from DTH channels on a single screen.

TV Streaming Preferred For Better Sound, Video Quality

In addition to the availability of an active broadband connection at home, people are streaming on TV due to better video and sound quality, and convenience of accessing variety of content across OTT providers and online sources. Ergonomic benefits also contribute to this preference. Viewing on TV may also allow to maintain a comfortable body posture, alleviating the aches and pains sometimes associated with watching content while holding the phone.

“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,” Parag Gupta, Director and Country Manager, Amazon Devices India, said in a statement.

“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.”