From cricket to ‘Pathaan’—here’s what Indians are watching on Fire TV

Indians spent more hours streaming cricket as compared to entertainment content during domestic and international cricket tournaments in 2023, data from the Amazon Fire TV Streaming Trends Report shows. Customers in Maharashtra, Delhi, Andhra Pradesh, Karnataka, and Tamil Nadu streamed more hours of cricket than other states. The study further shows that Indian households spent around four hours per day streaming their favorite movies, shows and cricket matches, besides playing games and listening to music through Fire TV. Published by Amazon, the annual edition of the Fire TV Streaming Trends report captures aggregated insights on how Indian viewers consumed content on their Fire TV devices in 2023.

Indians across 99% of pin codes have purchased Fire TV Sticks.

Here’s how India streamed content in numbers.

• Fire TV users also enjoyed streaming F1 races with viewership rising 50% from 2022
• Kids’ related apps saw a approximately 31% increase in monthly streaming hours per customer. Top apps include YouTube Kids, ChuChu TV and HappyKids
• 1 in 3 users played music through Amazon Music, Spotify, and other apps

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• Approximately 80% of Fire TV users took Alexa’s help in navigating content, controlling their Alexa-enabled smart home appliances, setting reminders, and so on
• Comedy, thriller, and drama were the most popular genres of content watched by Fire TV users. Tarak Mehta ka Ulta Chashma was the most voice-searched Indian title, followed by Big Boss, Anupama, Ramayan, and CID to name a few
• Parents of young kids used Alexa to search and play popular kids’ shows such as Cocomelon, Peppa Pig and Chhota Bheem

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• Some of the most streamed movie on Prime Video were Pathaan, Bawaal, Rocky aur Rani, Jailer, Drishyam 2, Pippa, and Mast Mein Rehne Ka
• Popular Prime Video original series streamed by Fire TV users were Farzi, Dahaad, Jubilee, and Made In heaven

Based on a study by NielsenIQ, commissioned by Amazon in October 2023^*1, it was noted that Fire TV offers the most advanced TV streaming experience to customers. In another custom study by NeilsenIQ in December 2023^*2, 78% respondents said they prefer consuming content on their TVs through streaming sticks, smart TVs, and set-top-boxes. This was the preferred over streaming on smartphones, tablets, and laptops. The reasons include the allure of superior video and sound quality, the abundant variety of available content, and the overall comfort derived from watching content on a larger screen. Further, the study showed that 66% respondents spent five hours per day streaming content over the weekends, a notable contrast to the less than three hours spent on weekdays. 97% respondents expressed their preference for streaming during dinner time, with 74% specifically enjoying this activity with family.

*1: 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.
*2: 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.