Mumbai: Consumer data intelligence company Axis My India’s latest findings for the India Consumer Sentiment Index (CSI) revealed that 27 per cent of people in the country watch OTT, with the majority of viewers being in the age group of 18-35. Hotstar is the preferred choice, followed by Amazon Prime, Netflix, Jio TV, and MX Player.

27 per cent viewers prefer Hindi and regional websites and apps, while 24 per cent (comprising 60 per cent youth) prefer English. 31 per cent of the population in southern India prefers using apps and websites in the English language. Regional language apps and sites claimed 34 per cent preference among them, revealed the survey data.

Consumption of media remains the same for a majority of 52 per cent of families which reflects the highest percentage since the last four months and is majorly from the south of India. It has increased for 22 per cent of the families, majorly from east and north amongst 18-25 and 26-35 year-olds. Overall, the net score of this month is at -4 as compared to -2 for the previous month.

India Consumer Sentiment Index (CSI) is a monthly analysis of consumer perception on a wide range of issues. The surveys were carried out via computer-aided telephonic interviews with a sample size of 10552 people across 36 states. 64 per cent belonged from rural India; 36 per cent were from urban centres.

The sentiment analysis delves into five relevant sub-indices – overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits, and mobility trends.

Commenting on the November report, Axis My India CMD Pradeep Gupta said, “With the year approaching an end, we witness consumers’ gradual return to normalcy, though a slight drop in Net Promoter Score also demonstrates that the impact of festive spending is slowly tapering."

Sharing insights on media consumption, he added, “While media consumption remains standard for the majority, our CSI Survey has further revealed that consumers from the north as well as the south favour vernacular languages when engaging with the digital mediums. This insight opens up opportunities for various local as well as national and international players in terms of where and in which form to place their brand content and advertisements.”