New Delhi: Laptops and desktops are slowly overtaking televisions as preferred devices for watching TV shows, said a report titled ‘Winning Experiences in the New Video World’, published by consulting firm Accenture.

The report based on a global online survey of 26,000 consumers across 26 different countries said that the number of people who prefer to watch TV shows on television sets has seen a decline of 78% in India (from 47% to 10%) during the last one year.

The 26 countries include Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Ireland, Italy, Japan and Mexico.

Globally, there has been a 55% drop in consumers who prefer to watch television shows on TV sets. “The decline in TV viewing over the past year tracks with a four-year trend. As recently as 2014, the survey revealed that nearly two-thirds (65%) of consumers preferred the TV set for viewing TV shows," the report said.

The report attributed this change in consumer behaviour to surge in online video streaming services in the past one year. “The ever increasing penetration of the internet mainly through mobile, backed by Wi-Fi and broadband has helped this wave. This coupled with high-quality content hosted by the content providers has enticed the Indian consumers to view varied content both live broadcast and video-on-demand on different devices," said Aditya Chaudhuri, managing director and lead for Accenture’s communications, media and technology group in India.

While consumers increasingly prefer to watch TV shows on laptops and desktops, smartphones are becoming the preferred device for watching short video clips. According to the report, 41% of the respondents said that they would prefer to watch these clips on their mobile handsets, up from 28% last year.

With the changes in consumers’ consumption habits, media companies also need to revisit their strategies by identifying new ways to engage consumers with more-personalized video content across more types of screens, the report said.

The media companies also need to focus more on their target audiences “to identify exactly what content their viewers want to receive—and when, for how long and on what type of screen."

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