Amazon’s latest report on Fire TV streaming trends for 2023 provides valuable insights into the content consumption habits of Indian viewers. Cricket emerged as the dominant force in streaming, with Indians spending more hours watching cricket compared to entertainment content during both domestic and international tournaments throughout the year.
The report, published by Amazon, highlights that states like Maharashtra, Delhi, Andhra Pradesh, Karnataka, and Tamil Nadu led in streaming cricket content. On average, Indian households spent around four hours per day on their Fire TV devices, engaging in a variety of activities such as streaming movies, shows, cricket matches, playing games, and listening to music.
Apart from cricket, F1 races also gained popularity, witnessing a significant 50% increase in viewership compared to the previous year. Kids’ related apps experienced a notable 31% surge in monthly streaming hours per customer, featuring popular apps like YouTube Kids, ChuChu TV, and HappyKids.
Music streaming on Fire TV was also a prevalent activity, with one in every three users playing music through platforms like Amazon Music, Spotify, and other music apps. Free (ad-supported) streaming platforms, including YouTube, miniTV, and MX Player, saw a substantial 23% year-over-year increase in streaming hours.
The convenience of Alexa’s universal voice search on Fire TV was widely appreciated, with approximately 80% of Fire TV users utilizing Alexa for content search, navigation, and controlling smart home appliances. In terms of content preferences, comedy, thriller, and drama were the most popular genres among Fire TV users. Titles such as “Taarak Mehta ka Ulta Chashma,” “Bigg Boss,” “Anupama,” “Ramayan,” and “CID” dominated voice searches. Parents of young children also leveraged Alexa to search and play popular kids’ shows like Cocomelon, Peppa Pig, and Chhota Bheem.
The reach of Fire TV devices was extensive, with users from 99% of the country’s pin codes purchasing Fire TV Sticks. Positive reviews and a 4+ rating on Amazon.in contributed to the widespread adoption of Fire TV devices across various regions, from Kavaratti in Lakshadweep to Port Blair in Andaman and Nicobar, Kamrup in Assam, Papum Pare in Arunachal Pradesh, and Purnia in Bihar.
Fire TV users also embraced streaming Prime Video content, with top-streamed movies including “Pathan,” “Bawaal,” “Rocky aur Rani,” “Jailer,” “Drishyam 2,” “Pippa,” and “Mast Mein Rehne Ka.” Popular Prime Video original series like “Farzi,” “Dahaad,” “Jubilee,” and “Made In Heaven” added to the diverse content library that kept Fire TV users engaged throughout the year.
