78% respondents prefer streaming online content on their TVs, says NielsenIQ and Amazon’s study

A custom study conducted by NielsenIQ and commissioned by Amazon for TV streaming trends in December 2023, has revealed 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.