78% of Indians now prefer streaming content on their TVs, finds study

A recent study by NielsenIQ, commissioned by Amazon, spills the beans on how Indians like to watch TV. The study found that a whopping 78% of people prefer streaming on their TVs — with gadgets or on smart TVs — rather than on smartphones, tablets, or laptops.

As per the study, conducted across 12 major cities including Delhi, Mumbai, Bengaluru, Chennai, and Hyderabad, with 800 respondents in the 25-45 age demographic, about 66% spend five hours glued to their screens on weekends; this drops to less than three hours on weekdays. Interestingly, 97% choose to stream around dinner time, with 74% enjoying shows with their family. Comedy takes the top spot in genres, followed by sports, thriller, romance, horror, international shows, and news.

Why the TV preference? Better video and sound quality, easy access to lots of content, and a comfy viewing experience says the study. People like the idea of kicking back on the couch instead of holding a phone.