Television

IPSOS Study: Watching ‘Live TV’ mainstay, but other forms of viewing catching on

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2014/04/16/ipsos.jpg?itok=8eB5dLUA

BENGALURU: Though a majority of Indians prefer watching ‘live TV’, other forms of content viewing such as streaming or downloading from a computer, internet TV, etc., are catching up reflect a new online poll of 15,551 adults in 20 countries conducted by Ipsos OTX – the global innovation centre for Ipsos, a global market and opinion research firm.

 “With so many new ways to view television programming, it might come as a surprise that 82 per cent of TV watchers in India still watch their shows "live on TV” – that is, on a regular television at the time they are programmed to appear. The indication, then, would be that television is still a prime venue for marketers to advertise,” said Ipsos in India head marketing communication, Biswarup Banerjee.

 “That is, of course, unless those couch-comfortable viewers are attached to their remote control devices and start surfing every time commercials come on or if they reach for their mute buttons when commercials are airing. What is clear is that while new televisions are capability-packed, most people watch TV as they are used to watching it – live,” added Banerjee.

Most (82 per cent) Indian respondents who watch TV indicate they usually watch TV programming “live”, although other popular modes of watching are catching on like streaming or downloading from a computer (40 per cent), streaming from the internet to TV (23 per cent), using a DVR or other recording device attached to a TV (16 per cent), and on mobile device (21 per cent) says the study.

Traditional ‘live’ TV watching is significantly more popular among Indian respondent’s ages 50-64 (89 per cent) compared to those 35-49 (88 per cent) and under 35 (76 per cent). Other modes of watching TV programming are more popular among younger respondents: on computer and laptop – under 35 (35 per cent), 35-49 (25 per cent), 50-64 (17 per cent); streaming from the internet – under 35 (20 per cent), 35-49 (16 per cent), 50-64 (11 per cent); on mobile device – under 35 (15 per cent), 35-49 (10 per cent), 50-64 (5 per cent). Using a DVR or other recording device attached to a TV is most popular with those 50-64 (18 per cent) compared to 35-64 (16 per cent) and under 35 (15 per cent).

TV watching across geographies

Live TV

Those most likely to choose watching TV programming on live TV are from France (93 per cent), Spain (93 per cent), Germany (92 per cent), Turkey (90 per cent), Argentina (89 per cent), Sweden (89 per cent), and Australia (89 per cent). Those rounding out the middle of the pack are from: Brazil (89 per cent), Italy (89 per cent), South Korea (87 per cent), Great Britain (83 per cent), Mexico (82 per cent), Poland (82 per cent), and India (82 per cent). Those least likely to watch TV programming live are from: Japan (82 per cent), Russia (81 per cent), South Africa (81 per cent), United States (81 per cent), China (80 per cent), and Canada (77 per cent).

TV on computer or laptop

Watching TV on computer or laptop is chosen most often by those from: China (52 per cent), Russia (43 per cent), Turkey (42 per cent), India (40 per cent), Sweden (35 per cent), South Korea (31 per cent), and Great Britain (29 per cent). Those clustering around the center of the list are from: Poland (27 per cent), South Africa (26 per cent), Canada (26 per cent), Germany (24 per cent), Mexico (24 per cent), Spain (23 per cent), and Brazil (21 per cent). Those from Argentina (20 per cent), the United States (20 per cent), Australia (19 per cent), Italy (17 per cent), Japan (14 per cent) and France (12 per cent) are least likely to watch TV on computer or laptop.

Streaming from the internet

Streaming from the internet to TV is most popular among those in Turkey (44 per cent), Russia (36 per cent), China (33 per cent), South Korea (25 per cent), India (23 per cent), Sweden (19 per cent), and Great Britain (17 per cent). Those in the middle of the pack are from: Canada (17 per cent), the United States (17 per cent), Brazil (15 per cent), Mexico (13 per cent), Spain (12 per cent), Italy (11 per cent), and Australia (10 per cent). Those from South Africa (9 per cent), Argentina (9 per cent), Poland (7 per cent), Germany (5 per cent), France (5 per cent), and Japan (3 per cent) are least likely to choose streaming from internet to TV.

DVR or other recording devices attached to a TV

Those who are most likely to use a DVR or other recording devices attached to a TV are from Japan (45 per cent), the United States (40 per cent), Canada (32 per cent), Great Britain (31 per cent), South Africa (27 per cent), and Australia (25 per cent). Those in the middle of the pack are from Poland (18 per cent), India (16 per cent), Germany (11 per cent), France (11 per cent), China (10 per cent), Mexico (9 per cent), and Sweden (8 per cent). Respondents from Turkey (7 per cent), Brazil (7 per cent), Spain (7 per cent), Italy (7 per cent), Argentina (6 per cent), South Korea (5 per cent), and Russia (4 per cent) are least likely to use a DVR or other recording devices.

TV on mobile device

Watching TV programming on mobile device is most popular among respondents who are from South Korea (26 per cent), China (25 per cent), India (21 per cent), Turkey (20 per cent), Mexico (13 per cent), Great Britain (12 per cent), and Sweden (12 per cent). Those in the middle are from the United States (10 per cent), Australia (9 per cent), Spain (9 per cent), Brazil (8 per cent), Canada (7 per cent), South Africa (7 per cent), and Italy (7 per cent). Least likely to watch TV on mobile device are respondents from Argentina (7 per cent), Japan (6 per cent), Poland (5 per cent), Russia (5 per cent), Germany (4 per cent), and France (4 per cent).

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/ashok.jpg?itok=8SblLKPX
Film, TV directors' association requests Maharashtra govt for changes in shooting guidelines

MUMBAI: The Indian Film & Television Directors’ Association (IFTDA) has sent a letter to the Maharashtra government seeking the removal of certain clauses in the guidelines for resuming shooting of films, OTT shows, and television serials as they are difficult to be adhered to. Chief minister...

Television Production House Film Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/jagdish.jpg?itok=Q19phizl
  •  
The Zoom Studios announces Intertainer 2020, India’s ultimate digital hunt for the best entertainer on internet’

As India continues to practice social distancing and safety measures amidst the COVID-19 pandemic, the digital world has paved itself to be an enabler to continue with our social lives, connecting with the outside world and also serving a creative platform for many budding talents.

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/news18.jpg?itok=JOVij5lL
News18 India lines-up exclusive interview with Defence Minister on 2nd June @4PM

New Delhi: As the Modi government completes the first year of its second-term, Defence Minister Rajnath Singh will speak about the major decisions taken by the government in the last one year in an exclusive interview with News18 India.At a time when India is battling to contain the spread of COVID...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/asianet.jpg?itok=ednuCJtZ
Asianet starts airing popular serials

Prominent GEC in Kerala Asianet is back with some exciting entertainment for the audience. TV shoots which were stalled due to the Covid2019 outbreak have resumed following the guidelines issued by the government.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/studio.jpg?itok=PaZu6owM
Distressed studios ready to give concessions to producers

Huge financial losses, unbearable maintenance costs, the fear of impending rain ruining the sets... Studio owners in the country have been living with all these woes and challenges ever since the lockdown was imposed to curb the spread of Covid2019.

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/jd.jpg?itok=YudohhRA
Producers in Maharashtra gearing up to resume shooting

MUMBAI: Producers are gearing up to resume production after Maharashtra government on Sunday gave the official sanction in this regard. The government gave green signal for the resumption of film and television shootings in non-containment zones.

Television Production House Film Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/b4u_0.jpg?itok=R-1N_5yh
B4U Kadak celebrates a year full of Entertainment, Entertainment, Entertainment!

Hindi Movie Genre in the Television Space has seen an influx of South Indian movies dubbed in Hindi. With larger-than-life stories the south Indian industry has spurted to a new high in the past few years and played a major role in the content mix of all the top movie channels of the country as...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/zee_0.jpg?itok=LUi3GsKz
Bengal’s Road to Recovery with Notun Disha, a ZEE 24 Ghanta E-Conclave

Zee Media Corporation Ltd.’s regional channel ZEE 24 Ghanta conducted an E Conclave with 7 Ministers on 30 May 2020. Notun Disha, ZEE 24 Ghanta E-Conclave was a continuous 3-and-a-half-hour session with ministers participating from various departments of the West Bengal Government.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/zee.jpg?itok=FCGx33-S
ZEE Keralam resumes serial line-up with fresh content

MUMBAI: After a two-month break, the serials of ZEE Keralam are starting afresh with new content. The seven serials that were already running successfully in the channel will start its telecast from 1 June onwards. Adding to their list of entertaining programmes, ZEE Keralam is also bringing a new...

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required