Amazon has released its Fire TV Streaming Trends for 2021, which reveals its customers in India are spending more time on these devices and also using them for listening to music, playing games or controlling smart home equipment. The report shows Indian users are spending nearly four hours per day on Fire TV devices in 2021, compared to an average of three hours in 2020.
Nearly one in three Fire TV customers have disconnected their cable or DTH connection, according to Amazon’s report, in an indication that the device has replaced cable or DTH as the main one to access television content in many homes. The Fire TV Stick lets users convert their regular TV into a smart one, allowing users to access streaming websites and apps such as Amazon Prime Video, YouTube, Netflix, etc.
Amazon has sold 150 million Fire TV devices worldwide and while it has not revealed the exact number for India, it has said more consumers in the country are buying them. The company’s report says that customers purchased Fire TV devices in 80 per cent of pin codes across India. More importantly, smaller cities like Hisar, Tiruvallur, Chittoor, Alwar, Imphal, and South Andaman saw increased growth in sales for these.
The report also said one out of every four customers added or upgraded to a newer, faster version of the Fire TV device. The devices remain the top 10 most popular products on the website during Prime Day and the Amazon Great Indian Festival sale.
In terms of content, comedy was the most preferred genre among customers. Customers asked Alexa to play ‘Tarak Mehta ka Ooltah Chashmah’ once every minute, making it the most searched TV show on Fire TV devices. ‘The Family Man Season 2’ was the most-streamed Indian show, while ‘The Wheel of Time’ was the most streamed international show on Prime Video on Fire TV devices. For kids, the popular shows were Peppa Pig, Doraemon and Cocomelon with at least one user asking Alexa for these shows every minute.
Amazon’s report also showed that users are also listening to music on Fire TV with one out of four customers doing this. Streaming of yoga and fitness apps on Fire TV devices saw an increase of 15 per cent as well.
Meanwhile, playing games on Fire TV devices emerged as another activity for Indian consumers. Games like Ludo King, World Cricket Championship, and Little Singham were the top online games played on these. Smart home control requests by customers using Alexa on their Fire TV devices also increased by over 150 per cent in 2021 versus last year.