Hotstar is the favourite choice for the majority of OTT viewers, with a penetration rate of 27%

The India Customer Sentiment Index (CSI), a monthly examination of consumer sentiment on a wide variety of topics, was recently issued by Axis My India, a prominent consumer data analytics firm. The majority of households consume the same number of media in November as they did last month. Consumers’ online behaviour also reveals a preference for Indian languages over other languages. Hotstar, Amazon Prime, Netflix, Jio TV, and MX Player were among the most popular OTT platforms.

The December net CSI score, which is derived by subtracting percentage increases from percentage decreases in sentiment, fell to +8 from +9 previous month, the first time a minor decline in the net score has been seen in over four months, reflecting post-holiday sentiment.

Overall household expenditure, spending on vital and non-essential products, spending on healthcare, media consumption patterns, and mobility trends are all part of the sentiment study.

This month, the Axis My India Sentiment Index dug further into consumer behaviour in the digital environment, including OTT platforms and language preferences. Consumer sentiment was also monitored in order to better understand their discretionary spending and investment choices. The study also looked at consumer perceptions of India’s performance in the T20 World Cup.

With a sample size of 10552 respondents across 36 states, the surveys were conducted using Computer Aided Telephonic Interviews. Rural India accounted for 64% of the total, while urban India accounted for 36%.

“With the year approaching a finish, we notice consumer’s steady return to normalcy,” Pradeep Gupta, CMD, Axis My India, said of the November survey, “but a little decline in Net Promoter Score also illustrates that the influence of festive spending is progressively waning.” While the majority of people consume media in the same way, our CSI survey found that consumers from both the north and south prefer vernacular languages when using digital media. This knowledge provides new possibilities for various local, national, and worldwide actors in terms of where and how their brand material and adverts should be placed.