Chennai emerges as India's leading city of ‘serial binge-watchers’: Godrej Interio’s HomeScapes study

Godrej Interio’s ‘HomeScapes’ survey has found that Chennai leads the country’s binge-watching habits. The survey by the home and office furniture business entity of Godrej & Boyce has unveiled several insights into how residents in India's major cities unwind at home.

Amongst the city-specific trends, the study found that 50% of respondents in Chennai consider themselves as ‘serial binge-watchers’, always on the lookout for their next multi-episode marathon. This passion for streaming content echoes a 2014 report that highlighted Chennai's long-lasting love affair with television, with residents dedicating considerably more time to watching TV compared to other metros.

The survey also revealed that around 71% of Chennaiites cherish ‘movie night’ as a favourite tradition that should be passed on to future generations, underscoring the city’s deep-rooted love for family entertainment. The city’s residents usually watch up to 10 episodes of a series in one go.

Commenting on the trend Swapneel Nagarkar, senior vice president and business head of Godrej Interio, said, “The 'Homescapes' research highlights the profound emotional bond individuals share with their families and homes. As we delve into the insights from this survey, it is observed that the way we unwind has evolved over the years and highlights the pattern of individuals who binge watch across various cities in India.”

The survey was conducted with 2822 Indians living across 7 cities including Bengaluru, Chennai, Delhi, Hyderabad, Kolkata, Mumbai and Lucknow.  It highlights that 34% respondents from Hyderabad identify themselves as binge-watchers at home. A significant 70% of the city’s residents also support the revival of ‘movie night’.

Contradictory to respondents from Chennai and Hyderabad, Mumbaikars have displayed a different pattern while less than half the respondents (47%) agree on the importance of reviving ‘movie night’ and only 12% consider themselves serial ‘binge-watchers’. In contrast, Lucknow respondents exhibit a reversed trend where only 20% are interested in reviving ‘movie night’ while 28% embrace the persona of a serial ‘binge-watcher’.

India's OTT market has grown increasingly competitive and in 2024, platforms are creating a diverse array of choices for viewers with content, innovation, and strategic bundling. They are attempting to push unique content, latest technology, and clever partnerships to attract and keep their audiences.

The future looks set for even more fragmentation and specialiaation, as each service strives to secure a distinctive spot in the hearts and screens of India's growing digital user base. Major players in the scene include Disney+ Hotstar, Amazon Prime Video, Netflix, Zee5, JioCinema, Voot, Alt Balaji, and MX Player.

Mukesh Ambani’s Reliance merger with The Walt Disney Company, completed in February, combines Viacom18 and Star India into a joint venture valued at $8.5 billion. The new entity boasts a streaming user base reaching 160 million monthly unique visitors and offers a diverse content library. This includes exclusive rights to major sporting events and robust last-mile distribution, positioning the network as a formidable player in the industry.