Tectonic shift of Entertainment consumption in India: The streaming revolution

6 min Read

India has witnessed a tectonic shift in cricket consumption. During cricket World cup 2023, especially when the peak concurrency during the final match between India Vs Australia on Disney+Hotstar broke all records as more than 5.9 Cr viewers tuned in. The viewership dropped to 4.6 Cr within a minute when star cricketer Virat Kohli got out. This is how streaming platforms are making a significant shift from conventional television to a digital age dominated by on-demand content. 

A recent study by Magnite, an independent omnichannel sell-side advertising platform stated that ads on streaming platforms capture more attention than ads on Social media. The trend of streaming has gained immense traction in India. Streamers, it seems, prefer the convenience and flexibility offered by streaming platforms over traditional TV. The report highlights a growing inclination toward streaming, with viewers expressing their intention to increase their streaming activities. This surge in popularity can be attributed to the diverse range of content available on these platforms, catering to varied tastes and preferences. With on-demand streaming, viewers have the liberty to choose what, when, and where they want to watch, liberating them from the constraints of scheduled programming. The blog emphasizes the need for traditional TV networks to adapt and evolve in response to the changing dynamics of viewer behavior.

The streaming revolution is not just confined to urban areas; it’s a phenomenon that has permeated every corner of the country. With the availability of affordable high-speed internet, even rural audiences are embracing streaming as a preferred mode of entertainment. 

As streaming services technologies are emerging as a choice of consumption, the implications for the future of the entertainment industry are profound. The traditional TV networks must adapt to this changing media technology landscape or risk of  becoming obsolete. The future belongs to those who can change their platforms according to the evolving preference of consumers.

Watch out this space for more latest buzz around the world of advertising and advertising agency operations. We are aDIntelle. Our SaaS platform helps agencies by taking care of all the nitty-gritty backend operations so that their creative minds can do what they do best – create magic! Want to know how? Schedule a customized call with our expert.

– Author
Soumitra Ranjan Sen,
Head of Growth

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Tectonic shift of Entertainment consumption in India: The streaming revolution
India has witnessed a tectonic shift in cricket consumption.

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