Unveiling the Dynamic Media Paradigm: Decoding Axis My India's CSI Report

`In an era of rapid transformations and evolving preferences, we witness the captivating journey of media consumption, intricately dissected in Axis My India's groundbreaking India Consumer Sentiment Index (CSI) report.

The report provides a detailed analysis of media consumption trends and the impact of influencers in today's rapidly changing world. The report covers five sub-indices: household spending, spending on essential and non-essential items, healthcare, media consumption habits, and entertainment & tourism trends.

A Diverse Sampling Canvas: Urban and Rural Perspectives

Amid the vast tapestry of media preferences, the CSI report leverages insights from a diverse cohort of 5,092 individuals straddling rural and urban domains.

This geographic inclusivity enables a panoramic view, enriching our understanding of how media threads weave through the fabric of our nation.

The survey was conducted through Computer-Aided Telephonic Interviews with a sample size of 5092 people across 35 states and UTs, with 65% residing in rural areas and 35% in urban areas.

Most respondents (22%) were from Northern India, while 25% were from Eastern India. Western and Southern India accounted for 28% and 26%, respectively. Regarding gender, 61% of respondents were male, and 39% were female.

The two largest age groups were 36YO to 50YO and 26YO to 35YO, with each group representing 31% of the sample.

A 20% Surge in Media Consumption: A Glimpse into Content Cravings

According to the report, media consumption has surged by a remarkable 20%. This shift indicates a strong desire for content across various platforms.

As a result, businesses should adjust their strategies by utilising influencers and adapting to the ever-changing digital landscape.

The report shows that media consumption (including TV, internet, and radio) has increased by 2% from last month, with 20% of families now consuming more media. This increase follows a decrease of 18% reported last month.?

Tango between Tradition and Transformation: TV and Online Video Content

Most people continue to watch traditional television daily, with 70% of respondents reporting it as their go-to source of entertainment.

However, the popularity of online video content has skyrocketed in recent years, with 80% of respondents regularly consuming platforms such as YouTube, Instagram reels, and Facebook shorts. `

This trend highlights the importance of engaging short-form content and the influence of social media personalities on viewers.

Online video content is marked by a staggering statistic: a resounding 80% of respondents partake in the daily ritual of consuming videos on prominent platforms such as YouTube, Instagram reels, and Facebook shorts.

This numerical revelation is a testament to the all-encompassing allure that online video content wields.?

In an era characterised by an ever-increasing preference for visual and dynamic stimuli, the surge in video consumption has not only reconfigured content consumption paradigms but has also heralded the ascendancy of platforms where videos assume the role of paramount communicators.

The transformation we see in video consumption is a small representation of a more significant trend. Nowadays, watching online videos has become a crucial part of our daily lives. This change in behaviour shows that people are moving away from traditional media and towards digital platforms.?

Videos are not just for learning and gathering information but also for entertainment, engagement, and building personal connections.

The appeal of video content lies in its ability to quickly and effectively communicate information. This highlights the increasing influence of digital media on people's thoughts, behaviours, and decision-making processes.

The connection between the effectiveness of online video content and the principles of influencer marketing is a significant partnership.

Influencer marketing, an influential paradigm, harnesses the very essence of online video content to amplify its impact.

The success relies on people who have gained many followers on social media platforms such as YouTube, Instagram, and Facebook.?

Moreover, videos uniquely captivate audiences, making them an effective tool for influencers to communicate their messages.

The frequency with which people watch videos daily highlights the potential for influencers to capture and retain their followers' attention, leading to more successful marketing efforts.

Influencers can create various video content, from tutorials and reviews to vlogs and challenges, to appeal to various interests and preferences. Brands can strategically partner with the right influencers and tailor their products to fit the content style, resulting in diverse influencer marketing stories.

Regarding television consumption, 70% of respondents watch TV shows daily, with 87% tuning in at least once a week.

The Northeast, Karnataka, Gujarat, and Delhi were the regions where the highest percentage of respondents watched television daily, indicating widespread popularity in these areas.

Empowerment of Influencer Marketing

The report's undercurrent is the growing role of influencers. As digital platforms flourish, these individuals emerge as dynamic bridges between brands and consumers.

The robust 80% engagement rate with video content underscores their power to catalyse connections and instil authenticity in brand-consumer relationships.

Embracing OTT and Radio's Resilience

The allure of Over-The-Top (OTT) shows is undeniable, as evidenced by 47% of respondents engaging with them daily. Amidst the digital resurgence, the report's spotlight also falls on radio.

An impressive 49% of respondents continue to tune in, reiterating its timeless relevance even in the face of the digital tide.

Strategic Implications for Businesses: Adapting for Success

The voice of Pradeep Gupta, Chairman & MD of Axis My India, resonates powerfully: "Businesses must adapt to these evolving preferences, crafting tailored experiences to thrive in the ever-expanding universe of media choices."

This counsel underscores businesses' need to synchronise their strategies with the transforming media terrain.

A Glimpse Beyond Media: Consumer Spending and Aspirations

This report goes beyond media and offers valuable insights into consumer spending habits. It covers a wide range of expenses, from essential healthcare needs to luxurious indulgences, providing a detailed overview of modern consumption patterns.

This comprehensive data can serve as a useful tool for businesses seeking to navigate the complexities of the current market.

The survey findings also revealed the top four areas where consumers plan to increase their spending.

These include health-related items such as ointments, medicines, and bandages (31%); household items like food, drinks, and groceries (28%); home improvement (23%); and clothing (22%).

The Resilience of Progress: Reflecting on the Decade

The report presents a touching analysis of the progress made by the nation in the last decade. An impressive 75% of respondents have acknowledged substantial advancements.

This optimistic outlook aligns with the nation's steadfast trajectory, highlighting the importance of embracing change during an era of constant evolution.

The CSI report from Axis My India is more than just a document; it's an invitation to have conversations and ponder on the findings. With influencers rising and media habits changing, meaningful engagement has endless potential.