OTT penetration stands at 27%, Hotstar is the preferred choice of majority of OTT viewers: report
- Over 1,552 respondents, 64% are from rural India while 36% are from urban India.
- Media consumption unchanged for a majority of 52% of families, with regular media consumption habits taking hold.
- Together, 27% prefer Hindi and regional websites and apps, while 24% prefer English, which is 60% of young people.
- 27% of people watch OTT, the majority of
OTTviewers aged 18-35 prefer Hotstar, followed by Amazon primeand Netflix.
December’s CSI net score, calculated as a percentage increase minus the percentage decrease in sentiment, was down to +8 from +9 last month and a slight drop in the net score is seen for the first time in 4 years. recent months, a reflection of the after-party. feeling of time.
Sentiment analysis looks at 5 relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on health care, media consumption habits and mobility trends.
This month, Axis My India’s Sentiment Index also deepened its understanding of consumer consumption in the digital ecosystem in terms of OTT platforms and language preferences. Consumer sentiment was also tracked to understand their spending on discretionary products and investment preferences. In addition, the survey tracked consumer opinion on India’s performance in the T20 World Cup.
The surveys were conducted via computer assisted telephone interviews with a sample of 1,552 people in 36 states. 64% belonged to rural India while 36% belonged to their urban counterparts.
Commenting on the November report, Pradeep Gupta, CMD, Axis My India, said: âWith the end of the year, we are seeing a gradual return of consumers to normal, although a slight drop in the Net Promoter Score demonstrates also that the impact of festive spending is slowly tapering off. While media consumption remains the norm for the majority, our CSI survey further found that consumers in the north and south alike favor vernacular languages ââwhen engaging with digital media. This overview opens up opportunities for various local, national and international players in terms of where and in what form to place their branded content and advertisements. Additionally, it is interesting to note that despite a plethora of new age tech companies offering IPOs, Indian consumers still prefer to keep their trust in established companies and stocks and shares held by the. government, offering a contrarian approach to FOMO investment theory.
Â· Overall household spending increased for 62% of families, reflecting a drop of 1% from last month. This increase is mainly reflected in the northern part of India
Â· The increase in spending on essentials like personal care and household items is 49%, showing an increase in North and South India. The net score which was +27 last month remains the same for this month. The percentage of families whose consumption remains the same as last month increased by 2% compared to last month.
Â· Spending on non-essential and discretionary items such as air conditioning, car and refrigerator increased for 15% of families. While the increase in non-essential spending fell 3% overall compared to last month. The net score which was at +9 last month has therefore increased to +6. The increase in spending is however identified in the north and east of India.
Â· Consumption of health-related items increased for 42% of families, the lowest percentage overall in the past three months. The health score that has a negative connotation, that is, the less you spend on health items, the better the feelings, has a net score value of -25.
Â· Media consumption remains the same for a majority of 52% of families, which reflects the highest percentage in the past four months and is predominantly from South India. Consumption increased for 22% of the family, mostly from the east and north, mostly among the 18YO-25YO and 26YO-35YO. Overall, the net score for this month is -4 versus -2 for the previous month.
81% of families said they went out the same way for a short vacation, mall and restaurants compared to last month. This represents a steady increase in movement from 78% in August to 3% in November. The increase in movement is mainly seen in southern India and least in the north. The increase in mobility is also concentrated among 18 to 25 year olds. The overall mobility score is -5.
On national topical issues:
- Â· Axis My India further assessed consumer sentiment on their digital behavior. A total of 27% said they preferred interacting with websites and mobile apps in Hindi and other regional languages, while 24% preferred English. Additionally, it has been identified that 31% of the population residing in the southern part of India prefer to use English apps and websites, while 27% in the northern belt prefer to engage with apps and Hindi-based networks. In addition, regional language-based apps and sites reflect South India’s choice at 34%. Additionally, it was found that the majority of young people (60%) among 18-25 year olds prefer digital interactions in English, while those over 51 prefer Hindi and other regional languages.
- When asked if they spend time watching content on OTT or video streaming platforms, only 27% said yes while 73% reflected their point of view further demonstrating the extent of the penetration. The majority of viewers are between 18 and 35 years old. Among those who prefer OTT content, a majority oriented their choice towards Hotstar followed by Amazon Prime and Netflix.
- Â· In terms of investment choices in stocks and equities, 17% and 12% expressed their preference for private companies and public companies respectively. Only 1% say they prefer to invest in IPOs, unlike the euphoria around next-generation IPOs
- Capturing the indulgence of consumers, the Axis My India survey showed that only 7% of them bought optional products this month like air conditioning, TV, refrigerator, etc. Of which 34% also declared having bought a 2-wheeler, while 21%, 18% and 9% spent respectively on television, refrigerator and car.
- Assessing the views on the average performance of the Indian team in the 2021 T20 World Cup, the survey further found that among those who watched ICC T20 WC, 48% believed it was due to team selection while 23% believe it was the result of player fatigue.