In A NielsenIQ Study, 97% Respondents Prefer Streaming on TV Around Dinner Time with Family

• Customers increasingly prefer streaming movies and shows on TV: Study
• Better video and sound quality, variety of content across OTT providers, and comfort of watching on big screen such are the top reasons for streaming on TV
• 66% of respondents binge-watch for more than 5 hours during weekends
• 97% of respondents prefer streaming on TV around dinner time with family

A custom study conducted by NielsenIQ and commissioned by Amazon for TV streaming trends*1 in December 2023, has revealed interesting insights about preferences of Indian audiences to stream their favorite movies and shows. According to the study, 78% respondents prefer streaming online content on their TVs through streaming sticks, smart TVs, and set-top-boxes compared to their other available options like smartphones, tablets and laptops.

Almost 66% of respondents streamed five hours daily over the weekend, as opposed to less than three hours during the weekdays. Additionally, 97% preferred to stream online content on TV around dinner time, and 74% of them watched the same with family especially spouse and children. Per the study, comedy was the most popular genre of content watched by respondents. It was closely followed by sports, thriller, romantic, horror, international TV shows, and news in order of preference. 

Preference to stream on TV due to comfort and better viewing experience

In addition to the availability of an active broadband connection at home, people are streaming on TV due to better video and sound quality, and convenience of accessing variety of content across OTT providers and online sources. Ergonomic benefits also contribute to this preference. Viewing on TV may also allow to maintain a comfortable body posture, alleviating the aches and pains sometimes associated with watching content while holding the phone. 

Speed matters to Indian viewers

When streaming on TV, the most sought-after features according to the respondents were lag-free streaming (39%), and wide range of OTT Apps (24%). Other preferences were availability of voice assistant for searching content and controlling smart home appliances, and ability to stream online content and live TV shows from DTH channels on a single screen.

“Online video streaming has come a long way since its inception, and so has streaming habits of consumers. What has remained a constant is our preference to view content on the biggest screen in our homes – the television. Fire TV is a convenient way to get your favorite shows, movies, sports, and more on your TV,” said Parag Gupta, Director and Country Manager, Amazon Devices India. “Be it to stream content on your older non-smart TV, or get more out of your existing smart TV, the Fire TV stick provides a faster streaming experience, simpler content discovery with Alexa’s universal voice search, and access to 12,000+ apps across genres to users. We are encouraged by the popularity of Fire TV, rated 4+ stars consistently by users.”

Based on a study conducted by NielsenIQ in October 2023*2, it was noted that Fire TV offers the most advanced TV streaming experience to customers. 

*1: The study was conducted by NielsenIQ and commissioned by Amazon for TV streaming trends in December 2023 across 12 major cities including Delhi, Mumbai, Bangalore, Chennai and Hyderabad. The sample size included 800 respondents between the ages 25-45 years, with a demographic distribution of New Consumer Classification System (NCCS) under socio-economic level– A. 

*2: The study was conducted by NielsenIQ in October 2023 in Delhi, Mumbai, Bangalore, and Kolkata. The sample size included 311 respondents between the ages 25-45 years, with a demographic distribution of New Consumer Classification System (NCCS) under socio-economic level– A.

“Estimates and values are incomplete and unreliable, do not accurately represent Amazon’s position within a segment, and do not include the full set of substitutable products available to customers. These data limitations likely underestimate segment shares and understate the impact of competitors in the segment.” While the report has been prepared by Nielsen, it is clarified that the conclusion, views and findings have not been verified by Amazon and the shares noted are an estimate by Nielsen.”

About Amazon

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalised recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire TV, Amazon Echo, and Alexa are some of the things pioneered by Amazon. For more information, visit www.aboutamazon.in and follow @AmazonNews_IN.

About NielsenIQ (NIQ)

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full ViewTM.

NIQ, is an Advent International portfolio company with operations in 100+ markets, covering more than 90% of the world’s population. For more information, visit NIQ.com.

47% of LED Bulb Brands Contempt Consumer Safety Standards: Nielsen Study

In a Nielsen study conducted across 8 major Indian cities – New Delhi, Mumbai, Kolkata, Chennai, Durgapur, Bareilly, Ahmedabad and Hyderabad; 47% of LED Bulb brands and 52% of LED downlighter brands across 400 electrical retail outlets were found to be non-compliant with consumer safety standards, as prescribed and mandated for lighting products by the Bureau of Indian Standards (BIS) and Ministry of Electronics and Information Technology, Government of India. These spurious products are a safety hazard for consumers besides causing significant loss in tax revenues for the Government of India, as they are illegally manufactured and sold.

In LED Bulbs category, Hyderabad had the highest non-compliance levels in BIS mark at 57% and Ahmedabad at 60% had the highest non-compliance levels in legal metrology. Whereas in the LED Downlighter category, Bareilly had the highest non-compliance in BIS mark at 78% and Mumbai topped the charts in non-compliance in legal metrology at 78%.

As per this study, more than half of LED bulb brands surveyed in the national capital (52%) did not conform to BIS standards (absence of the BIS mark) and same is the case when it comes to LED downlighters (58%). 36% of the LED bulb brands and 58% of LED Downlighter brands surveyed did not follow legal metrology guidelines in the national capital.

The illustration below details the city wise nature of violations and puts the data for non-compliant brands across both the segments in a national context.

% of Non-Compliant Brands
Parameters	LED Bulbs
	National Average	Delhi	Hyderabad	Ahmedabad	Mumbai	Kolkata	Chennai	Durgapur	Bareilly
BIS Mark	47%	52%	57%	53%	53%	41%	43%	28%	44%
Legal metrology	44%	36%	48%	60%	36%	49%	34%	34%	50%
% of Non-Compliant Brands
Parameters	LED Downlighters
	National Average	Delhi	Hyderabad	Ahmedabad	Mumbai	Kolkata	Chennai	Durgapur	Bareilly
BIS Mark	52%	58%	55%	46%	48%	44%	23%	58%	78%
Legal metrology	61%	58%	57%	75%	78%	61%	40%	63%	53%

As per ELCOMA (Electric Lamp and Component Manufacturers’ Association), the total LED Market in India is worth Rs 11,400 crores, with LED bulbs and downlighters constituting 72% of the overall LED market, being widely used across homes, offices and workspaces.

Raju Bista, President, ELCOMA and Managing Director of Surya Roshni Ltd said “These non-compliant manufacturers don’t follow mandated safety procedures and hence the products manufactured by them are not only unsafe but also less energy efficient. This will negatively impact the government’s focus on promoting energy efficient products and harm the image of the LED industry.”

Commenting on the subject, Sumit Padmakar Joshi, Vice President of ELCOMA and CEO, Signify Innovations India Ltd. (formerly known as Philips Lighting India) said, “The LED industry has grown significantly over the past 5-6 years and this has led to the entry of several products that are non-compliant to safety standards defined by BIS. This latest study confirms that half of the LED products sold in the country still do not adhere to consumer safety standards as defined by the Government of India. We urge the government to take stringent measures to ensure better compliance to safety standards to protect the average consumer’s interests.”

Sunil Sikka, Advisor, ELCOMA remarked, “The increase in market share of spurious lighting products is a matter of huge concern for the lighting industry, as these products not just endanger consumers, but also cause significant harm to the exchequer through non-payment of taxes. With half of the lighting products sold in the country being non-compliant to safety standards, it is important that the government steps in to prevent further damage.”

The Indian Lighting industry unanimously recommends a need for stronger enforcement for compliance to these safety standards prescribed and mandated by the Bureau of Indian Standards and Ministry of Electronics and Information Technology, Government of India. The spurious and non-branded LED products are a serious threat to not just the organized and compliant market players but also to the government’s key programs like Make in India. In addition, they also impact government’s tax revenue collections, which would have otherwise been contributed by the formal sector, defeats investment objectives and goes against the ‘ease of doing’ business philosophy of the Government of the day.

*The Nielsen study was conducted across 400 retail electrical goods outlets across 8 major Indian cities – New Delhi, Mumbai, Kolkata, Chennai, Durgapur, Bareilly, Ahmedabad and Hyderabad. The survey was conducted in 2018.

~ Business Wire India