Netflix CRUSHES Gen Z! India's Top Streaming Platform REVEALED - Is Your Favorite Losing Ground?

The third edition of the ET Snapchat Gen Z Index, powered by Kantar, reveals that Netflix remains the dominant streaming platform for India's Gen Z audience. Its popularity has grown beyond urban centers, showing strong traction in Tier-1 towns and smaller cities. Netflix's appeal is consistent across gender, age, and geography, attributed to its blend of global originals and localized content.

Amazon Prime Video has seen marginal improvement, particularly among male viewers, driven by its regional content and film library. In contrast, JioHotstar has lost some recall momentum among men. Despite this, JioHotstar recorded record-breaking digital viewership and peak concurrency during the recent Indian Premier League (IPL) season, surpassing 300 million subscribers, highlighting live sports as a key strength.

The study also points to a significant shift in viewing patterns outside metro cities, with Gen Z in smaller towns increasingly engaging with premium platforms, aided by affordable data and smartphone penetration. Gen Z consumers are prioritizing authenticity, creative storytelling, and relatable experiences over celebrity endorsements.

Impact This news is highly relevant for the Indian digital media and entertainment sector. It influences investor sentiment towards companies in this space, impacting decisions related to content investment, subscriber acquisition strategies, and advertising revenue forecasts. The evolving preferences of the large Gen Z demographic are critical for future growth. Rating: 7/10

Difficult terms: Gen Z: A demographic cohort typically born between the mid-1990s and early 2010s, characterized by their early exposure to digital technology. ET Snapchat Gen Z Index: A study conducted by The Economic Times and Snapchat to track brand affinity and audience sentiment among Gen Z in India. Kantar: A global data, insights, and consulting company. NCCS A: New Consumer Classification System, Class A. An Indian socio-economic classification for affluent households based on education and occupation. CAWI: Computer-Assisted Web Interviewing. A survey methodology where respondents answer questions directly via a computer or online interface. Global Originals: Content produced by a streaming service that is distributed internationally. Localized Storytelling: Narratives and content adapted or created specifically for a particular local culture and language. Regional Content: Movies, shows, or other media produced in and for specific regions or languages within a country. Recall Momentum: The rate at which a brand or product is remembered and recognized by consumers. Digital Viewership: The number of people watching content through digital platforms like streaming services. Peak Concurrency: The maximum number of users simultaneously viewing a stream or service at any given moment. Premium Platforms: Subscription-based streaming services offering high-quality, often exclusive, content. On-demand entertainment: Content that viewers can watch whenever they choose, rather than at a scheduled broadcast time.