29% spend 1-3hrs on watching content on OTT platforms says Axis My India survey

Axis My India, a leading consumer data intelligence company, released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The survey further highlighted that sentiments have dipped across 4 out of 5 sub-indices, importantly, sentiments have slightly dropped towards essential and non-essential spends. However, the March report reveals that consumer outlook are positive towards the 2023 Budget announcement presented by Finance Minister Nirmala Sitharaman and overall, the Indian consumer sentiment is optimistic that the country’s economy will continue to grow at an accelerated rate in 2023, owing to the country’s robust fight against all obstacles in the previous year. 72% think PM Narendra Modi is India’s most influential person and Covid management, infrastructure development, and welfare schemes were the key achievements of the BJP government.

Key findings

• Consumption of media (TV, Internet, Radio etc.) has increased for 19% of the families, which reflects a decrease by 1% from last month. The overall, net score, which was at 0 last month, is at -1 this month
• The survey also threw light on the OTT (Over-the-top) viewing behaviour of viewers. According to the survey, 29% spend 1-3hrs watching content on OTT platforms, while 26% spend upto 30 minutes on OTT platforms. 23% watch content for 31mins-1hr and interestingly there are 8% who watch it for more than 3 hours.