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- Indians love to stream OTT shows and movies on TV screens, says a NielsenIQ study.
- Video and sound quality, ergonomic benefits, and voice assistants make TVs the preferred option to stream.
- Most Indians want to stream and watch their family and comedy is the preferred genre.
The good news is that they’re not cutting down on family time, as 74% watched these services with family, especially spouses and children. Family streaming also means they all want to watch it together on their big screens.
According to the study, 78% respondents prefer streaming content on their TVs through streaming sticks, smart TVs, and set-top-boxes as compared to smartphones, tablets and laptops.
TV equals painless streaming
In addition to family time, TV watching offers ergonomic comfort. “Viewing on TV may also allow one to maintain a comfortable body posture, alleviating the aches and pains sometimes associated with watching content while holding the phone,” the study says.
Adding to this is the active broadband connections at most homes. TVs also provide better video and sound quality, and convenience of accessing a variety of content across OTT providers and online sources. Voice assistants, and the convenience of watching live shows and DTH channels all in one single screen also helps.
“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,” said
What does India love to stream?
Almost 66% of respondents of the study also said that they streamed five hours daily over the weekend. On weekdays, most of them keep it down to three hours of streaming.
As per the study, India loves to watch comedy – which is the most popular genre of content watched. It’s closely followed sports, thriller, romantic, horror, international TV shows, and news in order of preference.
Ormax too recently released a report on the most streamed movies and shows on OTT.
“Farzi is the only show to cross the 30 million viewership mark in 2023, and is now the most-watched subscription video on demand (SVOD) series in India of all time. Two advertising video on demand AVOD shows from JioCinema, i.e., Asur 2 & Taali, feature in the top five most-watched shows of the year,” said Ormax.
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