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Axis My India has revealed the latest insights into shifting media consumption habits in India. The survey highlights a notable 23 per cent of families report media consumption, resulting in a 3 per cent increase from last month.
Focusing on the ICC World Cup 2023 viewership, the study exposes diverse preferences, with 31 per cent opting for traditional television and a significant 22 per cent choosing the mode of mobile phones.
The analysis of daily time allocation on media presents a clear trend toward digital platforms, especially for shorter durations, indicating a dynamic transformation in media consumption patterns.
Consumption of media (TV, internet, radio, etc.) has increased for 23 per cent of families which is an increase of 3 per cent from last month.
The survey delved into identifying the top milestone missions for India in a year filled with significant events, including the ICC World Cup and the G20 Summit. A significant 54 per cent of respondents identified the Chandrayaan-3 lunar mission as the most defining milestone of the year.
This sentiment is underscored by the remarkable success of Chandrayaan-3, India’s ambitious lunar mission. The event not only garnered widespread acclaim and also set a new record with 8.06 million concurrent views during its live stream, highlighting the nation’s growing prowess and interest in space exploration and scientific achievements.
The survey unveiled that a significant 62 per cent of respondents watched the ICC World Cup 2023, showcasing the event’s wide-reaching appeal. Delving deeper into the modes of viewership, it was found that 31 per cent of the respondents followed the matches on television, while a notable 22 per cent of the respondents opted to watch the games on their mobile phones, highlighting the diverse ways in which audiences are consuming sports content in the digital age.
The study delved into the average daily time spent on TV and OTT across various time brackets. The overall time spent on TV is 65 minutes per day compared to 61 minutes on OTT. The younger age group spend significantly higher time spent on OTT (96 minutes per day) compared to TV (60 minutes per day).
These findings highlight the varying degrees of adoption of OTT platforms across different age brackets, indicating a higher affinity among younger individuals for on-demand streaming services. This suggests a fairly even distribution of TV-watching habits across different age groups, with a slightly higher inclination in the 36-50 age category.
The handbook developed in collaboration with Kantar, Neurons, Integral Ad Science, Mediasmart, and Metrix Lab shares learnings derived from the analysis of more than 200 campaigns on Disney+ Hotstar.
