80% prefer watching short content on social media channels daily: Axis My India Survey

Axis My India has unveiled its latest report on the India Consumer Sentiment Index (CSI).

The survey shows the final balance between television media consumption and online video content consumption both dominating as the primary mode of entertainment.

Moreover, the report reveal trends in movie theatre visits, OTT consumption and Radio consumption. With data-driven observations and comprehensive analysis, this report serves as a crucial resource for businesses seeking to align their marketing strategies with changing consumer preferences in the digital age.

The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, entertainment and tourism trends.

Axis My India CSI survey aimed to understand content consumption trends among consumers. The survey covered various mediums, including television, newspapers, online video content, radio, and movie halls.                                

• Television Consumption: 70% of respondents reported watching TV shows daily, with 87% watching it least once a week, indicating that television remains a popular medium for entertainment.
• Newspaper Consumption: 64% of respondents read newspapers daily, indicating that traditional print media remains relevant despite the digital age. 15% of respondents read newspapers once or twice a week, showcasing a smaller but noteworthy group of occasional readers.
• Online Video Content Consumption: 80% of respondents reported watching video content on platforms like YouTube, Instagram reels, Facebook shorts, etc., daily. This shows the significant impact of digital media on content consumption. 47% of respondents reported watching Over-The-Top (OTT) shows daily, reflecting the growing popularity of on-demand streaming services.
• Daily OTT Consumption: 47% watch OTT shows daily. Respondents from regions like Chhattisgarh, Gujarat, Haryana, and West Bengal reported the highest daily consumption of OTT content. This shows the growing popularity of on-demand streaming services in these areas.
• Radio Consumption: Despite the rise of digital media, 49% of respondents still listen to the radio, highlighting its continued relevance and reach.
• Movie Halls: 45% of respondents reported visiting movie halls less than once a month, indicating a decline in physical movie-going habits, possibly due to the availability of digital streaming platforms.

The survey was carried out via computer-aided telephonic interviews with a sample size of 5092 people across 35 states and UTs. 65% belonged to rural India, while 35% belonged to urban counterparts. In terms of regional spread, 22% belong to the Northern parts while 25% belong to the Eastern parts of India. Moreover, 28% and 26% belonged to Western and Southern parts of India respectively. 61% of the respondents were male, while 39% were female. In terms of the two majority sample groups, 31% each reflect the age group of 36YO to 50YO and the age group 26YO to 35YO.

• Overall household spending has increased for 58% of the families, which is an increase by 2% from the last two months and the highest increase in the last five months.
• Spends on essentials like personal care and household items have increased for 44% of families, which marks a significant increase of 13% from last month and the highest in the last five months.
• Spends on non-essential and discretionary products like AC, Car, and Refrigerators have increased for 6% of families, which is an increase by 1% from last month.
• Expenses towards health-related items such as vitamins, tests, healthy food has surged for 33% of families. This reflects an increase in consumption by 3% from last month.
• Consumption of media (TV, Internet, Radio etc.) has increased for 20% of families, depicting an increase in media consumption percentage by 2% from last month. This increase is depicted after a decrease was reflected last month at 18%.
• Mobility has increased for 7% of the families, which is a dip by 1% from last month.

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