India is gearing up for its biggest festive season and Disney+ Hotstar, India’s leading streaming platform, is the ultimate destination for brands to reach premium, affluent and highly engaged audiences to create brand recall and connect with their customers. This content-packed platform is set to be a part of every celebration as the country engages in online shopping.
After 2 years of subdued celebrations, consumers are looking forward to celebrating this festive season with renewed vigour, presenting a great opportunity for brands to connect with their audience and build awareness and purchase intent. According to Disney+ Hotstar’s Festive Sentiment Tracker, 87% of consumers feel that their spending capacity has either improved or remained the same compared to last year, indicating a high propensity to spend in the upcoming festive season.
66% of consumers will spend more compared to last year and another 22% will spend almost the same on holiday shopping. Additionally, 87% of consumers will shop for themselves and 55% will shop for gifts. Gift purchases are even higher among consumers aged 30+ (60%).
A survey conducted to understand the shopping sentiments of Indian consumers in the upcoming festive season also noted that apparel and fashion, mobile phones and beauty and wellness will be the top three categories for consumers this year, with consumers planning to shop in 2 categories. on average.
The survey, which provided marketers with the information needed to fine-tune their media and marketing strategies for the festive period, also revealed that the biggest source of information about the products consumers will buy would be online ads (55%), followed by TV ads (33%). Because of this, brands must have an online promotional presence this year. Consumers will also be competing heavily with online portals for holiday shopping, with 68% of them shopping their cart online, followed by malls (39%) and stand-alone stores (15%). Online payments will also be the preferred medium (34%), followed by card payments (28%).
The approaching holiday season and its subsequent retail opportunity paint an optimistic time for business, especially e-commerce. As online ads will be the largest source of product information, the OTT space will help brands effectively communicate their holiday offerings to their consumers with its reach among premium and affluent audiences with high engagement rates. As a leader in OTT, Disney+ Hotstar provides its advertisers with a unique opportunity to reach highly engaged premium audiences in a brand-safe environment. A wide variety of ad formats and sharp targeting options allow advertisers to highly customize their campaigns to best suit their marketing goals, enabling brands to generate high awareness and purchase intent.
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