One in three Fire TV customers said farewell to cable/DTH in 2021: Amazon

Indian customers spent nearly four hours daily on Fire TV devices last year.


Mumbai: One in three Fire TV customers said farewell to a cable or DTH connection in 2021, while one out of every four added or upgraded to a newer, faster version of Fire TV devices to enhance their TV watching experience, according to findings from Amazon’s ‘Fire TV Streaming Trends for 2021’ released on Monday.

The report, sharing detailed insights on content consumption across its Fire TV devices in India, also revealed that customers spent nearly four hours each day watching content on their Fire TV devices, up from three hours per day in 2021. They interacted with Alexa on an average of once every four seconds on Fire TV devices.

The devices were purchased in 80 per cent of the pin codes across India, with smaller cities like Hisar, Tiruvallur, Chittoor, Alwar, Imphal, and South Andaman witnessing an increased growth in sales. Fire TV Stick was among the top 10 most popular products on Amazon.in during Prime Day and Amazon Great Indian Festival. 35 per cent of customers gifted or shared Fire TV devices with their friends and families

Comedy retained its spot as the most preferred TV genre. Fire TV users asked Alexa to play "Tarak Mehta ka Ooltah Chashmah" once every minute, making it the most searched TV show on Fire TV devices. "Peppa Pig," "Doremon," and "Cocomelon" were the most popular kids' shows, with at least one user asking Alexa for these shows every minute.

On Fire TV devices, consumers enjoyed watching the latest movies across languages, from the safety and comfort of their homes. Some of the most streamed films on Prime Video include Hindi - "Shershaah," "Sherni," "Sardar Udham," Tamil - "Jai Bhim," "Sarpatta Parambarai," "Master," Malayalam - "Drishyam 2," "Cold Case," "Malik," Telegu - "Drushyam 2," "Tuck Jagadish," "Narappa," and Kannada – "Rathnan Prapancha," "Yuvarathnaa," "Roberrt."

"The Family Man Season 2" was the most-streamed Indian show while "The Wheel of Time" was the most streamed international show on Prime Video on Fire TV devices.

Further, one in every four users tuned into their Fire TV device to listen to music. Customers increased their streaming hours of Yoga and fitness apps by 15 per cent versus last year. Games on Fire TV devices emerged as another favourite for Indian customers. "Ludo King," "World Cricket Championship," and "Little Singham" were the top online games played on Fire TV devices.

Smart home control requests by customers using Alexa on their Fire TV devices increased by over 150 per cent in 2021 versus last year.

With the launch of the signature Fire TV Cube as well as Amazon’s first local manufacturing line to produce Fire TV devices, 2021 was a milestone year for Fire TV in the country.

“With Fire TV, we want to keep the entire family entertained, especially now when people are spending more time at home," said India head of Amazon Devices Parag Gupta. "There’s something for everyone, be it content for kids, grown-ups, movie buffs, or fitness enthusiasts. Fire TV is a preferred streaming media device for all-things-entertainment across India and globally—over 150 million Fire TV devices have been sold worldwide, with users streaming billions of hours of content every month. We will continue innovating on behalf of our customers to help them seamlessly discover and enjoy new shows, movies, and more.”

Fire TV has sold more than 150 million devices worldwide and with users streaming billions of hours of content every month, Amazon aims to make it their go-to destination for all things entertainment.

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