Consumer data intelligence company Axis My India revealed the latest insights into shifting media consumption habits in India. The survey shows 23 pc families reported media consumption, a 3 pc increase from last month. Focusing on viewership for the ICC World Cup 2023, the study showed diverse preferences with 31 pc opting for traditional television and 22 pc choosing mobile phones.
The analysis of daily time allocation on media presents a clear trend toward digital platforms, especially for shorter durations. The December net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9.9, which is an increase of +0.9 from the last month.
Pradeep Gupta, Chairman & MD, Axis My India, said, “The vibrant media landscape illuminates the ever-shifting preferences of our audience. A dynamic surge is witnessed in media consumption surrounding the excitement around the ICC World Cup 2023, showcasing the immense and diverse appeal of this global event. Delving deeper into the fabric of media consumption, our study also uncovers a decisive move towards digital platforms, with viewers now carving their own unique paths. The average daily time spent on TV and Video Streaming Platforms/OTT unveils a fascinating narrative, signaling a pronounced tilt towards the latter, notably among the vibrant youth spending 96 minutes daily on OTT compared to 60 minutes on TV. These insights serve as a compelling call to advertisers and marketers.”
Key findings
- Consumption of media (TV, Internet, Radio, etc.) increased for 23 pc of families up 3 pc from last month. The net score, which was -1 last month, is at +2 this month.
- 54 pc of respondents said the Chandrayaan-3 lunar mission was the most defining milestone of the year. The event not only garnered widespread acclaim and also set a new record with 8.06 million concurrent views during its live stream.
- 62 pc of respondents watched the ICC World Cup 2023. Around 31 pc of the respondents followed the matches on television, while 22 pc of the respondents opted to watch the games on their mobile phones.
- The overall time spent on TV is 65 minutes per day compared with 61 minutes on OTT. The younger age group spend higher time spent on OTT (96 minutes per day) compared with TV (60 minutes per day).
For those spending less than 30 minutes on media, 14 pc spent their time on TV, while 15 pc preferred Video Streaming Platforms/OTT. Among those spending 30 minutes to an hour on media, 16 pc indicated TV usage, and 13 pc preferred Video Streaming Platforms/OTT.
In the 1-2 hour bracket, 24 pc opted for TV, while 18 pc chose Video Streaming Platforms/OTT. As the duration of media viewing increased, the percentages decreased with 10 pc viewers opting for TV and 9 pc Video Streaming Platforms/OTT for 3-4 hours. In the 5 to 8 hours of viewing bracket, 2 pc preferred TV, and 3 pc Video Streaming. TV and Video Streaming Platforms/OTT had 1 pc viewers for 9 hours or more.
This shows a notable shift towards digital platforms, especially for shorter durations. On the age-wise viewership, data from Axis My India shows that among those spending one to two hours watching TV a day, 23 pc in the 18-25 age group watch TV, while 21 pc in the 26-35 age group, 27 pc in the 36-50 age group, 26 pc in the 51-60 and 25 pc above 60 years watch TV.
In this same group, 25 pc individuals aged 18-25 engage with OTT platforms, while 24 pc from the 26-35 age group do so. In the 36-50 age group, only 17 pc choose OTT, while in the 51-60 age group and those above 60 exhibit similar preferences, with 12 pc tuning into OTT platforms.
The survey used Computer-Aided Telephonic Interviews and included 5,143 participants from 35 states and UTs. Among them, 72 pc were from rural areas and 28 pc from urban areas. In terms of regions, 23 pc were from the North, 24 pc from the East, 28 pc from the West, and 25 pc from the South of India. Among the participants, 60 pc were male and 40 pc were female. 30 pc were aged between 36 and 50 years old, while 25 pc were aged between 26 and 35 years old.
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