TV top choice for streaming movies and shows, study says

About 78% of Indians prefer streaming movies and shows on their TVs through streaming sticks, smart TVs, and set-top boxes, according to a new study by NielsenIQ.

This preference emerges despite the affordability of mobile data and widespread smartphone use, proving that the TV screen remains king in the digital age.

The study, commissioned by Amazon, sheds light on the departure from mobile-centric viewing in major cities and the resurgence of the TV screen. 

Better video and sound quality, easier access to diverse content, and comfortable ergonomics, are just some of the attributes responsible for this rise. 

Viewing on TV also allows for a relaxed posture, avoiding the aches and pains of handheld devices.

The study, conducted in December 2023 across 12 major cities, including Delhi and Mumbai, surveyed 800 urban consumers aged 25-45. It further talks about the rise of weekend binge-watching fueled by streaming platforms like Amazon Prime Video and Netflix.

Among the respondents, 66% confess to streaming for over five hours on weekends, compared to less than three hours on weekdays.

Dinnertime also becomes prime streaming time, with 97% opting for TVs and 74% enjoying family viewing sessions, especially with spouses and children.

Content preferences lean towards comedy, followed by sports, thrillers, romance, and horror. International TV shows also find their place on the watchlist, while news comes out as the least popular genre.

Commenting on the findings, Parag Gupta, Country Manager of Amazon Devices India, emphasized the enduring appeal of big-screen entertainment. “Online video streaming has come a long way since its inception, and so has streaming habits of consumers,” he said. “What has remained a constant is our preference to view content on the biggest screen in our homes – the television.”