The examine reveals 94% respondents in India are prepared to pay extra for a premium subscription for enhanced video & audio high quality
96% say they plan to improve their leisure tools within the subsequent 6 months
COVID-19 has pushed many Indians to use leisure as a approach of unwinding; 66% of Indian respondents mentioned they use it as a chance to chill out
95% Indian respondents obtained into new kinds of content material they did not watch earlier than
Today, Dolby Laboratories, Inc. (NYSE: DLB), a pacesetter in immersive leisure experiences, launched findings from a brand new world examine illustrating a big shift in client leisure behaviour in India. The new homebound work & leisure financial system has led to a sky-rocketing demand for brand new and high quality content material and for higher gadgets. As per a brand new Global Consumer Study by Wakefield Research carried out in 4 nations for Dolby, Indian shoppers are actually prioritizing and in search of higher experiences presumably pushed by lengthy hours spent at dwelling. Indian shoppers are spending extra on high quality so as to higher join with content-and to join with one another.
“Despite all of the challenges of this past year, this study has illustrated the power of entertainment in bringing us together with those that are most important to us,” mentioned Pankaj Kedia, Managing Director, Emerging Markets, Dolby Laboratories. “We take great pride in creating more immersive experiences through our technologies and see the significant growth of Dolby Vision and Dolby Atmos as proof that consumers are seeking these experiences as well.”
According to Nathan Richter, Senior Partner at Wakefield Research, “We are all confined and what better way to use this time than to bond with friends and family, both in-person and virtually. People love entertainment and there is an exponential rise in demand for quality content that can be enjoyed in the comfort of one’s home. People recognize that high quality sound and visual experiences have a huge impact and make viewing more exciting. More than that, it enhances the entertainment experience and helps people to better connect during these challenging times.”
The Wakefield examine on ‘Quality Time is Quality Picture and Sound‘ highlights shifting client patterns for content material consumption. It throws mild on their preferences and the willingness to spend money on premium high quality content material and in gadgets and to have the ability to have an enhanced audio and visible expertise that’s serving to enhance household bonding time.
The India leg of the examine carried out throughout six cities, together with New Delhi, Mumbai, Chennai, Kolkata, Hyderabad and Ahmedabad, was geared toward understanding the altering content material consumption habits throughout the pandemic. The examine cuts throughout generational breaks and consists of the voice of Gen Z, Millennials, Gen X & Boomers.
Here are a few of the most fascinating examine findings:
Contented by Content – COVID-19 has pushed many Indians to use leisure as a approach of unwinding, together with 66% of Indian respondents saying they use it as a chance to chill out and 60% saying they discover it as a great social expertise of watching with others.
Ripped from the Headlines – Current occasions can drive viewers to leisure and even alter their decisions. This consists of 92% respondents in India, who mentioned the information impacts what they watch.
Investing within the Experience –.The examine reveals that buyers are spending extra on high quality so as to higher join with content-and join with one another. Compared to the beginning of the year-
97% of Indian respondents have elevated their month-to-month spends on content material by 48% on a median in contrast to the beginning of the yr
88% of Indians respondents have up to now six months already invested in upgrading their streaming providers
96% Indian respondents plan to improve their leisure tools within the subsequent 6 months
Equipment upgrades embody higher cell gadgets. In India, 61% respondents plan to improve their cell gadget to enhance their viewing expertise
Worth It – Consumers join with their content material higher with enhanced image and sound high quality. 94% Indian respondents would pay extra for a premium subscription to obtain enhanced image and sound high quality
Broadened Horizons – As shoppers stayed at dwelling with extra time to watch, many shoppers obtained right into a style of content material they’d not consumed earlier than
95% Indian respondents obtained into new kinds of content material they did not watch earlier than
Those partaking with new kinds of content material had all kinds to decide from. In India, streaming dwell music occasions lead widespread new content material (50%), adopted by comedy (48%), online game streaming (46%) & DIY movies (45%).
Multiple methods to Watch – In India, 29% say their smartphone is their major leisure gadget. This is adopted by 22% who say tv and 20% who say pc.
Smaller Screens, Higher Quality – Consumers are significantly considering enhanced image and sound high quality for watching motion pictures and TV reveals. In India, 49% respondents rank motion pictures as one among their top-two types of leisure that advantage enhanced high quality.
Work Hard, Play Hard – With work now requiring video conferencing, many are “borrowing” that tech for private functions. In India, 92% respondents are utilizing work video functions for social functions, together with 80% who accomplish that usually or on a regular basis.
First Time for Everything – In India, 65% respondents of those that engaged in live-chat whereas watching streaming movies did so for the primary time.
At Dolby, we’re dedicated to bringing premium, immersive experiences to as many individuals as attainable. Just within the final yr, the adoption of Dolby Vision and Dolby Atmos within the dwelling has been widespread. There are a whole bunch of tens of millions of Dolby Vision and Dolby Atmos enabled gadgets in market from the world’s main gadget producers.
As this examine reveals, the drive for higher experiences would not cease at gadgets. Content adoption can also be rising quickly, finishing the ecosystem that we’ve got been constructing by means of world partnerships with main streaming providers that proceed to launch their prime reveals and movies in Dolby know-how each month.
“Ultimately, we expect the desire for more human connection to continue in the future and immersive experiences can help fulfil this demand,” added Pankaj Kedia, Managing Director, Emerging Markets, Dolby Laboratories. “Just as entertainment drives cultural conversation, that same conversation drives connection across the globe, and we are seeing connections grow stronger every day through elevated entertainment experiences.“
Study Methodology
Wakefield Research carried out a quantitative analysis examine between October 1st and October sixteenth, 2020, amongst Nationally Representative Adults Ages 18+ in China (2,000), France (1,000), India (1,000), and the U.S. (1,000). Quotas have been set in every market to guarantee dependable and correct illustration of adults ages 18+.
About Dolby Laboratories, Inc.
Dolby Laboratories (NYSE: DLB) is predicated in San Francisco with places of work in over 20 nations across the globe. Dolby transforms the science of sight and sound into spectacular experiences. Through revolutionary analysis and engineering, we create breakthrough experiences for billions of individuals worldwide by means of a collaborative ecosystem spanning artists, companies, and shoppers. The experiences individuals have – with Dolby Cinema, Dolby Vision, Dolby Atmos and Dolby Voice – revolutionize leisure and communications on the cinema, on the go, within the dwelling, and at work.
