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The research exhibits 94% respondents in India are keen to pay extra for a premium subscription for enhanced video & audio high quality
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96% say they plan to improve their leisure tools within the subsequent 6 months
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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 calm down
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95% Indian respondents received into new sorts 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 research illustrating a major shift in client leisure behaviour in India. The new homebound work & leisure economic system has led to a sky-rocketing demand for brand new and high quality content material and for higher units. As per a brand new Global Consumer Study by Wakefield Research performed in 4 nations for Dolby, Indian customers at the moment are prioritizing and looking for higher experiences probably pushed by lengthy hours spent at dwelling. Indian customers 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 research on ‘Quality Time is Quality Picture and Sound‘ highlights shifting client patterns for content material consumption. It throws gentle on their preferences and the willingness to spend money on premium high quality content material and in units and to have the option to have an enhanced audio and visible expertise that’s serving to improve household bonding time.
The India leg of the research performed throughout six cities, together with New Delhi, Mumbai, Chennai, Kolkata, Hyderabad and Ahmedabad, was aimed toward understanding the altering content material consumption habits throughout the pandemic. The research cuts throughout generational breaks and consists of the voice of Gen Z, Millennials, Gen X & Boomers.
Here are among the most attention-grabbing research findings:
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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 calm down and 60% saying they discover it as a very good social expertise of watching with others.
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Ripped from the Headlines – Current occasions can drive viewers to leisure and even alter their selections. This consists of 92% respondents in India, who mentioned the information impacts what they watch.
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Investing within the Experience –.The research exhibits that customers 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-
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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 12 months
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88% of Indians respondents have previously six months already invested in upgrading their streaming companies
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96% Indian respondents plan to improve their leisure tools within the subsequent 6 months
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Equipment upgrades embrace higher cell units. In India, 61% respondents plan to improve their cell system to enhance their viewing expertise
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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
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Broadened Horizons – As customers stayed at dwelling with extra time to watch, many customers received right into a style of content material they’d not consumed earlier than
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95% Indian respondents received into new sorts of content material they did not watch earlier than
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Those partaking with new sorts of content material had all kinds to decide from. In India, streaming stay music occasions lead standard new content material (50%), adopted by comedy (48%), online game streaming (46%) & DIY movies (45%).
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Multiple methods to Watch – In India, 29% say their smartphone is their main leisure system. This is adopted by 22% who say tv and 20% who say laptop.
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Smaller Screens, Higher Quality – Consumers are notably concerned about enhanced image and sound high quality for watching motion pictures and TV exhibits. In India, 49% respondents rank motion pictures as one in every of their top-two types of leisure that advantage enhanced high quality.
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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 typically or on a regular basis.
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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 potential. Just within the final 12 months, 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 units in market from the world’s main system producers.
As this research exhibits, the drive for higher experiences does not cease at units. Content adoption can be rising quickly, finishing the ecosystem that we’ve got been constructing via world partnerships with main streaming companies that proceed to launch their high exhibits 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 performed a quantitative analysis research between October 1st and October 16th, 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 workplaces in over 20 nations across the globe. Dolby transforms the science of sight and sound into spectacular experiences. Through progressive analysis and engineering, we create breakthrough experiences for billions of individuals worldwide via a collaborative ecosystem spanning artists, companies, and customers. 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.