Evolving OTT platform preferences are reshaping the digital entertainment landscape- as per Axis My India June CSI Survey

Axis My India June CSI Survey
Evolving OTT platform preferences are reshaping the digital entertainment landscape- as per Axis My India June CSI Survey

National, 6th June 2023:  Axis My India, a leading consumer data intelligence company, has released its latest findings of the India Consumer Sentiment Index (CSI), offering valuable insights into the evolving landscape of media consumption and societal attitudes. The report highlights notable trends in media viewership, particularly a significant increase in consumption across various platforms, including TV, Internet, and Radio. Surprisingly, males and the 18-25-year-old age group exhibited the highest growth in media viewership. Additionally, the survey delved into the preferences and subscriptions of Over-The-Top (OTT) platforms, revealing the dominant platforms, such as Hotstar, Jio Cinema, Amazon Prime, and Netflix. The report also shed light on the anticipated viewership of upcoming India vs Australia World Test Championship, with varying levels of interest across TV and digital/mobile platforms. Furthermore, the report unveiled that a significant proportion of respondents showed support for granting equal marriage rights to same-sex couples, reflecting evolving societal attitudes

The June net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +9, which has remained the same as compared to last month. 

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment & tourism trends. 

The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 9657 people across 33 states and UTs. 68% belonged to rural India, while 32% belonged to urban counterparts. In terms of regional spread, 30% belong to the Northern parts while 27% belong to the Eastern parts of India. Moreover, 30% and 13% belonged to Western and Southern parts of India respectively. 68% of the respondents were male, while 32% were female. In terms of the two majority sample groups, 30% reflect the age group 26YO to 35YO and 31% reflect the age group of 36YO to 50YO.

Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “We have witnessed a significant shift in the preferences and usage patterns of OTT platforms among Indian consumers. The dominance of Jio Cinema and Hotstar as the top two currently subscribed platforms reflects the widespread availability and appeal of these services. The growing popularity of Amazon Prime and the consistent presence of Netflix demonstrate the increasing demand for diverse content offerings. It is intriguing to note the dynamic nature of platform preferences, with Jio Cinema surpassing others as the most widely used platform mainly on the back of IPL. This indicates the evolving landscape of consumer choices and the need for platforms to continuously innovate and cater to changing preferences. As consumers seek more personalized and engaging content experiences, platforms must continue to invest in captivating offerings to retain and attract subscribers. Our study also sheds light on the viewership preferences for the upcoming India vs Australia World Test Championship, highlighting a balanced interest in both traditional TV viewing and digital/mobile platforms. This emphasizes the importance of multi-platform strategies for broadcasting major sporting events to cater to the diverse preferences of consumers.”


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