Amazon today revealed how India consumed entertainment on Fire TV devices in 2020. Since launching in 2017, Amazon Fire TV has entertained millions of customers in India, transforming the way entertainment is consumed in the living room.
2020 was a year that posed extraordinary challenges. Customers adapted to the new normal, streaming more of their favourite content on Fire TV devices, making it their preferred place for all the entertainment needs.
“With the best selection of TV shows, movies and originals from all popular content providers, Fire TV is now an integral part of the customer’s living room. In 2020, customers loved the Fire TV experience for everything from entertainment, originals, fitness, gaming, sports and much more. With Alexa, voice quickly became the simplest way to find and watch your favourite content; with Fire TV’s universal search customers do not have to switch through multiple apps.” said Parag Gupta, Head, Amazon Devices, India. “We are thrilled to see the response from customers from across India and will continue to provide an intuitive, simple and transformative Fire TV experience,” he added.
Here are some fascinating streaming trends that show how customers across India did so much more than just watch movies and TV shows on Fire TV devices in 2020.
Fire TV in demand
- Millions of Fire TV devices have been sold in India making it a customer favourite. In 2020, Fire TV saw more than 50 million monthly active users on its devices worldwide, indicating customers are streaming more than ever before.
- Fire TV sales in metros continue to grow with Delhi NCR leading the way followed by Hyderabad, Pune, Chennai, Kolkata and Ahmedabad.
- More new customers joined the Fire TV family in 2020 from non-metro cities. Among them, Coimbatore accounted for the highest number of Fire TV devices sold.
Stay Home, Stay Entertained with Fire TV
With people spending more time at home, total hours spent by active customers on Fire TV devices more than doubled in 2020. Moreover, customers spent more than 3 hours per day on their Fire TV devices through 2020
- Fire TV customers welcomed the eagerly awaited season 2 of the popular Prime Video original Mirzapur, with over 50% of them completing the new season with 48 hours of its release
- Customers from over 3900 cities and towns across the country watched their favourite content on Prime Video on Fire TV devices
- 2020 was a year of several direct-to-service movies. Shakuntala Devi, Gulabo Sitabo, Coolie No. 1 (Bollywood), V (Telugu), Soorarai Pottru, Ponmagal Vandhal (Tamil) were the most watched movies from Prime Video on Fire TV devices
- Good content transcends geographical barriers. Prime Video’s first slate of direct to service movies received close to 50% viewership on Fire TV devices for titles in regional languages (Tamil , Telugu, Malayalam, Kannada) from customers outside the home states
- Customers loved to watch their cricketing heroes in action as viewership grew by 50% for Disney+ Hotstar on Fire TV devices during IPL 2020
Beyond Movies and TV shows
- Customers loved listening to music on their Fire TV devices with Amazon Prime Music streaming growing more than 35% in 2020.
- Andaman & Nicobar Islands, Chhattisgarh, Manipur and Sikkim emerged as the fastest growing states for music streaming on Fire TV devices
- Customers did more with their Fire TV devices! Hours spent on fitness and cooking apps on Fire TV devices grew by 3X during lockdown.
- Customers loved playing their favourite games on Fire TV devices as gaming app hours more than doubled during the lockdown. The love for gaming continued even after the lockdown with gaming hours remaining 65% higher than pre-lockdown.
Just #AskAlexa on Fire TV
- Customers using the Alexa Voice Remote to search content increased by more than 70% in 2020 versus 2019
- Jaipur topped the charts with most voice searches on Fire TV devices among non-metros
- Getting smarter with Alexa! Customers used their Fire TV devices twice as much in 2020 to control their smart home appliances using Alexa
- ‘Wild Planet – Animal Sounds Library' was 2020’s most popular Alexa Skill on Fire TV devices, followed by ‘Sanjeev Kapoor recipes’ Alexa Skill
- Ramayana and Mahabharata together saw close to 350K content searches during lockdown
- Aaj Tak, Taarak Mehta Ka Ooltah Chashmah and Doraemon were the most asked terms on Alexa in Hindi
In a challenging year, Amazon Fire TV continued to bring entertainment to customers. There are tens of millions of customers all over the globe streaming billions of hours of content every month on Fire TV. Fire TV continues to get better with new features and functionality added regularly.
*All data and trends indicated above are for installed Fire TV devices across India for 2020. Definition of time periods: Lockdown (24th March to 30th May) | Pre-Lockdown (24th Jan to 24th March) | Recent Past (1 Nov to 31st Dec)