TV Consumption grows by 37% during Week 2 of disruption in India

Hindi Speaking Markets saw a 41% growth while South Markets saw a 31% growth.

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By Basil Kannagi Arasu

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In India, Week 12 starting 21 March, saw the highest ever TV viewing at 1.2 trillion minutes. The average daily viewers grew by 62 Mn. 622 Mn viewers watched TV daily for 4 hour and 40 minutes. The growth of 37% at all India was across all parameters of viewing.

Hindi Speaking Markets saw a 41% growth while South Markets saw a 31% growth. There was a significant growth registered among all demographics with male viewing minutes growing at 41% and female viewing minutes growing at 33%.

Non-Prime time viewership also surged by more than 70% in India. Hindi Speaking Markets saw higher growth than the South. HSM grew at 83% while South markets grew at 54%.

News and Movie genre clocked an all-time high growth. The news genre grew by 298% while Movies saw a growth of 56%. GEC grew in non-prime time by 32%. Movies, News, and Kids grew much more than GEC, across dayparts in prime time.

The share of News to Total TV grew from 7% to 21%. The share of GEC dropped from 52% to 39%. Hindi Movie viewership surpassed that of Hindi GEC for the 1st time. Percentage of viewers watching all 5 Hindi Pay movie channels increased to 30% which is the highest ever post NTO period as per BARC.

Hindi News viewers searched for more news through multiple channels. The usual behaviour of 30% viewers is to watch 1 channel only. COVID-19 has also led to the non-prime time being the new prime time for kids channels with 1000-1200 hours recording the maximum viewership.

Premium audiences in megacities grew by 37% in currency panel and 43% in premium panel.

Highest viewership recorded in HSM for any show in Hindi GEC (Fiction/Non-Fiction)

Ramayana with DD National was the highest-rated show in urban and megacities. The show was the all-time high among serials in Hindi GEC since 2015. On Sunday evening, it garnered a massive viewership of 51 million. On Sunday morning, it had a viewership of 40 million. Saturday evening had a viewership of 45 million while the Saturday morning slot had a viewership of 34 million.

Impact on Advertising

Ad volume grew by 15% across genres except for Sports and Youth. Food and Beverages showed the highest increase in FCT share and SOV.

The coronavirus scare led to a significant growth for hygiene categories in March. Hand Sanitizer ads saw an increase of 42% compared to earlier months while floor cleaner and toilet cleaner ads also increased.

Evolution of Smartphone behavior in Week 2 of COVID-19 disruption

The time spent per user on smartphone increased by almost 3 hours/week. Users spent 3.6-3.8 hours/day on their smartphone. Older age groups increased by 18% while mini metros saw an increase of 15%. Metros saw a growth of 11% in smartphone consumption.

Social distancing led to an increase of call time by 5% in week 2 of disruption. Social networking also saw an increase in consumption. E-commerce was acutely hit by the disruption. Shopping, travel, food ordering and mobile payments took a hit.

Consumers spent 45% more time on News apps in week 2. 1 user in every 3 user accessed News in week 2. News aggregators saw a growth of 50%. Entertainment galored more in the form of gaming and VOD. Audio streaming took at hit of 18%. Gaming grew by 26% while VOD saw an increase of 11%.

15-24 years old increased their gaming time by a third. There was a 34% growth in time spent per week by them. 35-44 years old increased their VOD consumption by 23%. Original series saw a growth of 49% in consumption.

Impact on TV viewing across the World

TV consumption across the world grew as people stayed home bound. Norway say a 26% growth while Philippines saw a 19% growth in TV viewing. Spain saw an increase of 42% while Peru saw the biggest increase of 32% in Latin America.

Primetime levels in USA increased by 7-10% while China saw doubling in viewing on news. Australia also saw news dominating with Seven News coming on the top. United Kingdom saw a 2.6% growth in Total TV average daily minutes. France saw the highest weekly IVT ever recorded. Denmark’s lockdown announcement was watched by 3.3 million, a 28-year record rating of 59.3%.

While live sports has been curtailed due to lockdown across the world, NASCAR held the first-ever E-NASCAR Iracing pro invitational series race, putting actual NASCAR drivers into simulators. The innovative way to engage core sports fan drove a 59.42 mins of viewing on an average. It remained the most social TV program of the day on Twitter with 217,330 Twitter interactions and 912,500 video views.

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Basil Kannagi Arasu

News Reporter

1328 articles published
Basil likes to cover the latest happenings in the Media and Entertainment Industry in India. You can always find him browsing his phone.

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