78% of respondents prefer streaming content on TV: study
TV screens through streaming sticks, smart TVs, and set-top boxes, according to a NielsenIQ study commissioned by Amazon.
While mobile is the primary mode of streaming content due to the wide reach of smartphones and affordable data plans, the study states that this is beginning to change in big cities.
It added that consumers prefer watching streaming content on TV due to better video and sound quality, coupled with the convenience of accessing a variety of content across OTT providers.
The study, conducted among 800 NCCS A consumers of 25-45 age groups in December 2023 across 12 major cities, also states that 66% of respondents binge-watch for over five hours on weekends and less than three hours during the weekdays.
Around 97% of respondents prefer streaming content around dinner time with family with 74% of them watching content with family, especially their spouses and children.
Comedy, followed by sports, thrillers, romantics, horror, international TV shows, and news, are the most popular content genres that consumers stream on TV, as per the study.
Parag Gupta, director and country manager, Amazon Devices India, said online video and the streaming habits of consumers have come a long way since its inception.
«What has remained a constant is our preference to view content on the biggest screen in our homes — the television,» he added.
