Consumer data analytics firm Axis My India released its latest India Consumer Sentiment Index (CSI) that underscore shifts in media consumption patterns across Indian households.
The data reveals a nuanced change in media engagement, and a slight increase in families consuming various media forms like TV, Internet, and Radio. There was also a noticeable shift towards streaming platforms. As many as 25 pc of respondents are moving away from traditional cable or satellite subscriptions and switching to digital streaming services. However, traditional media retains its relevance, with 40 pc of respondents still preferring cable subscriptions.
The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +10.3, which is an increase of +0.3 from the last month.
Pradeep Gupta, Chairman & MD, Axis My India, said, “It is clear we’re at the dawn of a new era in how content is consumed. The rise of smartphones and accessible internet has ushered in a shift towards streaming platforms, with a significant portion of audiences embracing this new mode of engagement. Yet, importantly, traditional cable remains a steadfast choice for many, suggesting a diverse and multifaceted media landscape. This blend of new and old, from serials to movies, and sports to varied video formats, reveals a rich tapestry of consumer preferences that transcend age groups and traditional norms. Looking ahead, these insights point to a future where media consumption is not about choosing between digital and traditional, but rather about how these mediums can coexist and complement each other.”
Consumption of media (TV, Internet, Radio, etc.) increased for 22 pc of families which is a decrease by 1 pc from last month. The survey also explored the landscape of content consumption across TV and Video Streaming Platforms/OTT, revealing diverse viewer preferences:
> Serials on TV are favoured by 19 pc of the respondents
> Movies are watched on TV by 20 pc of respondents, with another 20 pc of the respondents viewing them on both TV and video streaming platforms/OTT
> Sports content is equally popular on both mediums, with 22 pc of respondents tuning into both TV and video streaming platforms/OTT
> Long-form videos or content on video streaming platforms are the choice for 16 pc of respondents.
> Short-form videos or content on video streaming platforms attract 22 pc of respondents.
In examining TV viewership data, distinct patterns in content consumption become evident across various age groups:
> 19 pc of respondents aged 36-50, and 51-60 watched TC serials, while 21 pc of the respondents above 60 years tune into these shows
> 21 pc of the respondents of 18-25 age group watch movies on TV, followed by 20 pc in both the 26-35 and 36-50 age brackets. In the 51-60 age group, 19 pc indulging in movies on TV.
> 18 pc of the respondents of 18-25 age group watch sports on TV, while 19 pc of those in the 26-35 age group, and 21 pc above 60 years also actively tune in to watch sports.
On OTT viewership data, 16 pc respondents aged 51-56 show a preference for video streaming platforms/OTT for the comedy genre, and for long-form videos/content, there is a consistent interest among multiple age groups: 17 pc aged 18-25, 36-50, and above 60 years lean towards video streaming platforms/OTT. Similarly, 16 pc aged 36-50 also prefer these platforms for such content
When it comes to short-form videos/content, the highest preference is seen in the 36-50 age group with 24 pc favouring video streaming platforms/OTT. Close behind are respondents above 60 years at 23 pc, followed by 22 pc each in the 18-25 and 26-35 age brackets, and 20 pc in the 51-60 age group.
The survey used Computer-Aided Telephonic Interviews and included 4603 participants from 35 states and UTs. Among them, 70 pc were from rural areas and 30 pc from urban areas. In terms of regions, 25 pc were from the North, 27 pc from the East, 31 pc from the West, and 17 pc from the South of India. Among the participants, 59 pc were male and 41 pc were female. 28 pc were aged between 36 and 50 years old, while 27 pc were aged between 26 and 35 years old.
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