Changing trends in traditional TV viewing
Don’t you think our conversations around the age-old ‘idiot box’ has dwindled with time? It’s not common anymore to hear from a mother, “Listen, pass me the remote!” or the father saying, “Oh God, can we please change the channel?” or even something like “My son has his board exams this year, you know, so I disconnected the cable TV at home.”
According to an article (link below) in the Business Line, data based on a consumer survey performed by Accenture Digital states that the percentage of Indian consumers who prefer watching shows on TV sets plummeted from 47 per cent to 10 per cent over the last one year, i.e. 2016 to 2017.
There used to be a time when Mom, Dad, my brother and I used to sit in front of the TV after our Sunday lunch to watch a blockbuster movie together, followed by the afternoon siesta. Things are different now; my kids usually stick to their PCs or tabs after the Sunday lunch. Even if they want to watch the TV, we are hardly ever able to decide on a common thing to watch.
While TV remains the most common single screen source of consumption, the preferred device among consumers especially the millennials, remain the phone, laptop or tablet. With Netflix, Hotstar and Amazon Prime making an entry, there is a rising trend of consuming content from laptop, tablet and smartphone screens.
Data Source: Nielsen
Published in: July 2017
As it can be inferred from the graph above, the percentage change in weekly hours of TV watching has drastically reduced when it comes to millennials while it only picks up by a margin for those above 50 years old.