Complemented by the massive growth in the market for superhero merchandise, superheroes are conquering Indian television with premiere telecasts that receive even up to 10 million viewers. The fight is on: which action superhero commands the largest fandom among Indian TV viewers?

With an average of 41 action superhero movies airing each month between July and September (inclusive of premieres and repeat telecasts), Captain America emerges as the most popular superhero among Indian TV viewers.  Other superheroes like Hulk, Iron Man, Batman and Spider-Man follow on the popularity list:

So who are the people watching them?

Research at Zapr Media Labs shows that a significant percent of people have watched the movies of all the popular action superheroes aired on television in the past three months.

Some of the superheroes even had individuals who faithfully watched the telecasts of all the films in their movie series: a massive 48.2% of viewers watched both ‘Captain America: The First Avenger’ and ‘Captain America: The Winter Soldier’. 34.2% of viewers watched all three parts of 'Spider-Man' and 24.1% of viewers watched all the Iron Man movies aired on TV.

People who have watched a lot of superhero films or follow a specific superhero’s films are very likely to have high affinity for brands and products associated with their favourite superheroes. These individuals can be identified and engaged with using Zapr’s TV-to-mobile technology that maps smartphone and OTT app users based on their television consumption.