65% Indians watch TV along with web series: Chrome DM study

International online streaming platforms like Netflix and Amazon announced themselves in India with big-ticket acquisitions and critically-acclaimed shows. In 2017, when the trend caught on with Indian companies, Indian OTT players showed that they are ready to dig into this relatively new segment, armed with content worthy of satiating the new-age audience’s growing appetite. 

Chrome Data Analysis & Media recently conducted a research to understand the consumption pattern of web series or online exclusive content. The survey consists of the awareness level about the web series, highest watched web series, content genre people prefer to watch online, etc. The survey was conducted in urban markets among an age group of 16- 44 years, with a sample size of 1,426. 

It consisted of 55 per cent females and 45 per cent males. 

Key findings:

• 44% prefer watching exclusive online content
• 65% of them watch TV along with web series
• Permanent roommates, TVF pitchers, AIB, Tripling, Timeout are the most watched web series
• A large that is 85% prefer watching comedy series on the web followed by drama and mystery
• 70% watch the series at night
• 28% watch it weekly, 19% daily and 30% as per their convenience
• Popularity of web series basis online ratings, search for specific genre online, popularity of the series among peer groups are few of the factors which largely effects the viewership of the web series