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Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

A third of Indians say their phone is their primary entertainment device

How has the consumer entertainment behaviour emerged?

The new homebound economy has meant many changes in the way categories are being bought and consumed. As per a recent global consumer study on consumer entertainment behaviour in India, people are now prioritizing and seeking better experiences possibly driven by long hours spent at home, while the mobile phone's importance is growing.

The study, conducted in four countries, also found that Covid-19 has driven many Indians to use entertainment as a way of unwinding and that 94% respondents in India are willing to pay more for a premium subscription for enhanced video and audio quality. Interestingly, 29% say their smartphone is their primary entertainment device, followed by 22% who say television and 20% who say computer.

What are the evolving entertainment needs of the Indian consumer?

As per the study consumers are spending more on quality in order to better connect with content, and also connect with each other. When compared to the start of the year, this is how the comparative scenario stacks up:

  • 97% of Indian respondents have increased their monthly spends on content by 48% on an average compared to the start of the year
  • 88% of Indians respondents have in the past six months already invested in upgrading their streaming services
  • 96% Indian respondents plan to upgrade their entertainment equipment in the next 6 months
  • Equipment upgrades include better mobile devices. In India, 61% respondents plan to upgrade their mobile device to improve their viewing experience

Navigating the work-life and play-life balance

  • With work now requiring video conferencing, many are ‘borrowing’ that tech for personal purposes. In India, 92% respondents are using work video applications for social purposes, including 80% who do so often or all the time.
  • Covid-19 has driven many Indians to use entertainment as a way of unwinding, including 66% of Indian respondents saying they use it as an opportunity to relax and 60% saying they find it as a good social experience of watching with others.

Trying out new genres and new platforms

As consumers stayed at home with more time to watch, many consumers got into a genre of content they had not consumed before.

  • 95% Indian respondents got into new types of content they didn’t watch before
  • Those engaging with new types of content had a wide variety to pick from. In India, streaming live music events led to popular new content (50%), followed by comedy (48%), video game streaming (46%) & DIY videos (45).

Not only new genres but 65% respondents of those who engaged in live chat while watching streaming videos did so for the first time In India.

The future will be about human connections and immersive experiences

  • The India leg of the study conducted across six cities was aimed at understanding the changing content consumption habits during the pandemic with voices from Gen Z, Millennials, Gen X and Boomers. Other countries where the research was done are China, France and the USA.
  • The study conducted for Dolby, the leading entertainment experiences brand, by Wakefield, a global market research consultancy, highlights shifting consumer patterns for content consumption as well as looks at their preferences and the willingness to invest in premium quality content and in devices.
  • Pankaj Kedia, managing director, emerging markets, Dolby Laboratories said, “We expect the desire for more human connection to continue in the future and immersive experiences can help fulfil this demand. Just as entertainment drives cultural conversation, that same conversation drives connection across the globe, and we are seeing connections grow stronger every day through elevated entertainment experiences.”

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