e-commerce
One in three Fire TV customers said farewell to cable/DTH in 2021: Amazon
Mumbai: One in three Fire TV customers said farewell to a cable or DTH connection in 2021, while one out of every four added or upgraded to a newer, faster version of Fire TV devices to enhance their TV watching experience, according to findings from Amazon’s ‘Fire TV Streaming Trends for 2021’ released on Monday.
The report, sharing detailed insights on content consumption across its Fire TV devices in India, also revealed that customers spent nearly four hours each day watching content on their Fire TV devices, up from three hours per day in 2021. They interacted with Alexa on an average of once every four seconds on Fire TV devices.
The devices were purchased in 80 per cent of the pin codes across India, with smaller cities like Hisar, Tiruvallur, Chittoor, Alwar, Imphal, and South Andaman witnessing an increased growth in sales. Fire TV Stick was among the top 10 most popular products on Amazon.in during Prime Day and Amazon Great Indian Festival. 35 per cent of customers gifted or shared Fire TV devices with their friends and families
Comedy retained its spot as the most preferred TV genre. Fire TV users asked Alexa to play “Tarak Mehta ka Ooltah Chashmah” once every minute, making it the most searched TV show on Fire TV devices. “Peppa Pig,” “Doremon,” and “Cocomelon” were the most popular kids’ shows, with at least one user asking Alexa for these shows every minute.
On Fire TV devices, consumers enjoyed watching the latest movies across languages, from the safety and comfort of their homes. Some of the most streamed films on Prime Video include Hindi – “Shershaah,” “Sherni,” “Sardar Udham,” Tamil – “Jai Bhim,” “Sarpatta Parambarai,” “Master,” Malayalam – “Drishyam 2,” “Cold Case,” “Malik,” Telegu – “Drushyam 2,” “Tuck Jagadish,” “Narappa,” and Kannada – “Rathnan Prapancha,” “Yuvarathnaa,” “Roberrt.”
“The Family Man Season 2” was the most-streamed Indian show while “The Wheel of Time” was the most streamed international show on Prime Video on Fire TV devices.
Further, one in every four users tuned into their Fire TV device to listen to music. Customers increased their streaming hours of Yoga and fitness apps by 15 per cent versus last year. Games on Fire TV devices emerged as another favourite for Indian customers. “Ludo King,” “World Cricket Championship,” and “Little Singham” were the top online games played on Fire TV devices.
Smart home control requests by customers using Alexa on their Fire TV devices increased by over 150 per cent in 2021 versus last year.
With the launch of the signature Fire TV Cube as well as Amazon’s first local manufacturing line to produce Fire TV devices, 2021 was a milestone year for Fire TV in the country.
“With Fire TV, we want to keep the entire family entertained, especially now when people are spending more time at home,” said India head of Amazon Devices Parag Gupta. “There’s something for everyone, be it content for kids, grown-ups, movie buffs, or fitness enthusiasts. Fire TV is a preferred streaming media device for all-things-entertainment across India and globally—over 150 million Fire TV devices have been sold worldwide, with users streaming billions of hours of content every month. We will continue innovating on behalf of our customers to help them seamlessly discover and enjoy new shows, movies, and more.”
Fire TV has sold more than 150 million devices worldwide and with users streaming billions of hours of content every month, Amazon aims to make it their go-to destination for all things entertainment.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
