India: 30% prefer to watch new films on OTT services – Advanced Television | Episode Movies

Axis My India, a consumer data intelligence company, has released its latest insights into the Indian Consumer Sentiment Index (CSI)a monthly analysis of consumer perceptions on a variety of topics.

The October report highlights that a whopping 30 percent plan to watch new films on an OTT platform, 24 percent plan to see them in cinemas, and 45 percent prefer to wait for new films to come out on TV.

The survey also revealed that 6 percent have heard of the term metaverse and are excited to experience AR/VR while shopping for products. 12 percent of respondents said they have created content/videos and uploaded them to social media like Instagram/YouTube, marking the rise of the content creator generation.

The October CSI net score, calculated as Sentiment Percent Up minus Percent Fall, is +8, up from +10 last month, reflecting a 2-point decline

The sentiment analysis looks at five relevant sub-indices – total household spending, spending on essential and non-essential items, healthcare spending, media consumption habits & mobility trends

The survey was conducted via computer-assisted telephone interviews with a sample size of 10058 individuals in 32 states and UTs. 67 percent belonged to rural India while 37 percent belonged to urban counterparts. In terms of regional distribution, 24 percent belongs to the northern parts while 23 percent belongs to the eastern parts of India. In addition, 28 percent and 25 percent belonged to western and southern parts of India, respectively. 61 percent of the respondents were male, 39 percent female. Regarding the two majority sample groups, 34 percent reflects the 36-year-old to 50-year-old age group, while 30 percent reflects the 26-year-old to 35-year-old age group.

Commenting on the CSI report, Pradeep Gupta, Chairman and CEO of Axis My India said: “The internet in general and social media in particular have shaped consumer experiences in all walks of life. From creating content for Instagram/YouTube to using AR/VR to test and buy products, consumers have found ways to express their individuality on their online and physical social networks. The Internet has also brought flexibility that, despite the advent of large screens, consumers increasingly prefer OTT for their display medium. The potential of the World Wide Web is huge and evolving, and one can only expect it to continue to enrich the consumer experience.”

Key Findings:

  • Total household spending increased for 58 percent of families, down 3 percentage points from last month. The net score, which was +53 last month, is down -4 this month to +49
  • Spending on essentials like personal hygiene and household items has increased for 44 percent of families, down 2 percentage points from last month. The net score, which was +29 last month, is down -4 this month to +25
  • Spending on non-essential and discretionary items like air conditioning, cars and refrigerators has increased for 9 percent of families, up 2 percentage points from last month. The net score, which was +2 last month, has improved to +3 this month. This shows heightened consumer sentiment towards the celebrations.
  • Health and fitness remain important to consumers even during the holiday season, when spending on health-related items has increased for 37 percent of families. This reflects the same as last month. The health score, which has negative connotations, ie the lower the expenditure on health items, the better the mood, has a net score of -23, the same as last month.
  • At 19 percent, media consumption is at the same level as in the previous month. The overall net score, which is -1 this month, also remains the same.
  • Mobility has increased in 6 percent of families, down 1 percentage point from last month. The total value of the net mobility indicator, which was 0 percent last month, has reported -2 ​​this month

On topics of current national interest:

  • According to the Axis My India Consumer Sentiment Index Survey, 21 percent of consumers plan to spend more this holiday season than last year. This sentiment has improved by 1 percentage point from last month.
  • 81 percent said shopping for family will be a “big” expense this holiday season. 7 percent contribute to having their main spending on investments parked.
  • In an attempt to understand the key areas where consumers are likely to spend this Diwali/Dusshera, the survey found that 44 percent plan to spend on clothing, while 8 percent each plan to cut spending on mobile phones and household appliances (such as washing machine, fridge).
  • When it comes to large items, wallets are still tight with only 6 percent of consumers planning to spend on jewellery, 5 percent on two wheelers, 3 percent on four wheelers and 1 per cent on tractor/utility. Also, only 2 percent plan to spend on a home/land/or commercial property.
  • The survey further revealed that a majority of 78 percent plan to shop at local physical retail stores near where they live this festive season, and 14 percent plan to shop at e-commerce sites such as Amazon/Flipkart.
  • Axis My India’s CSI survey revealed consumer buying behavior, revealing that 81 percent plan to shop with cash this holiday season, while 10 percent plan to use UPI as a payment method. A significant 5 percent and 3 percent plan to use debit cards and credit cards for payments.
  • 25 percent have received or are hoping for a salary bonus/extra income during this Diwali/Dusshera season.
  • Compared to pre-Covid times, 43 percent are buying smaller packs/sizes of their monthly groceries
  • In an effort to gauge consumer awareness and understanding of metaverse as a concept, the survey found that 6 percent have heard of the term metaverse and look forward to experiencing AR/VR while shopping for products.
  • 12 percent of respondents said they have created content/videos and uploaded them to social media like Instagram/YouTube, marking the rise of the content creator generation.
  • A majority of 45 percent said they prefer to watch new movies as soon as they air on TV channels, while 30 percent prefer to watch them on OTT platforms. 24 percent prefer to watch new films in cinemas, indicating viewers are ready to return to the big screen, but also the competition these screens face from OTT.

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