Television

Weekly TV viewing mins up by 8%, smartphone time spent up by 6.2% during Covid-19: BARC India & Nielsen

The lockdown has created a new primetime as well.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/03/27/BARC.jpg?itok=rdd6j2mL

MUMBAI: As India goes through an unprecedented lock-down in living memory due to the Covid-19 crisis, people are increasingly consuming more content on TV and smartphones, according to a report. BARC India and Nielsen have jointly put together a report to understand the changes in consumption behaviours of TV and smartphones, respectively, given the extraordinary situation surrounding the Covid pandemic and its fallout.

Key highlights: -

1.  Expectedly the COVID disruption period has seen an increase in television viewership - 6% increase in TV reach and 8 per cent increase in TV viewing minutes /week. The time spent on TV / viewer has seen a jump by 2 per cent.
The PM’s address to the nation on complete lockdown garnered unprecedented viewership of 197 million watching it across the country. 
2.  When we look at smartphone behaviour the time spent on smartphones per user has gone up by 6.2 per cent. The time spent/user/week on VOD apps has also seen an increase of 3 per cent. If we look at the increase in the time spent/user/week over that of the previous week (to take away the impact of cricket viewing in the PRE COVID period considered), we can see a jump of 5 per cent.
3.  Kids’ schools being shut down and the stress of exams off their shoulders; this increase in Television viewing is driven by Kids (+20 per cent). With corporate India getting into work from home mode, we are seeing NCCS A showing an 11 per cent increase in viewership. Even on smartphone usage, the increase in driven NCCS A (+7.7 per cent) and 35-44 year olds (+10.7 per cent).
4.  People staying at home means watching TV throughout the day and hence the growth in TV viewing is coming during non-prime time slots (8am – 5 pm).
5.  The need for continuous updates expectedly has led to a huge increase in news consumption on television (57 per cent increase in Impressions), while spending more time as a family together could be leading to the movies genre and the kids genre also showing significant increases. 
6.  This behaviour is seen in digital consumption as well with news and gaming showing huge increases. News apps saw 8 per cent more users per week with an increase of 17 per cent in time spent/user/week. This growth was led by non-English News apps (+87 per cent). Gaming apps saw an increase of 2 per cent in users/week and with a 11 per cent increase in time spent/user/week.
7.  With a lot of uncertainty around what is happening, people have increased their time spent on chatting (+23 per cent) and social networking (+25 per cent) apps.  Almost all social networking apps - Facebook, Instagram and TikTok have seen significant increases not only in time spent /user/week but also in the sessions/ user/ week. 
8.  Expectedly shopping apps, travel apps and food apps have seen a huge drop in both users/ week and time spent/user/week. 
9.  It’s not just TV viewership that has seen an increase – we can advertising FCT on TV has increased by 13 per cent. 

Sharing her views on the current surge in smartphone usage, Nielsen Global Media, South Asia country leader Dolly Jha said, “We are living through unprecedented times! physical social distancing seems to have led to a phenomenal growth in virtual social togetherness with an almost 20 per cent increase in time spent per user on chats, social media and news in the last one week. And we anticipate this to grow further.”

Elaborating on the topic BARC India CEO Sunil Lulla said, “These are unfortunate and unprecedented times. Working closely with Nielsen, we bring for our customers and stake-holders, this very significant and important update, on change in content and advertising consumption behaviour, with a significant population at home. We will report soon enough, the impact of total lockdown. Our respective brave teams are working (WFH) round the clock to ensure the TV measurement currency, continues uninterrupted.” 

On 24 March 2020, with the prime minister announcing a total lockdown in the country, peo ple are slowly coming to terms with the new normal. It started with many states enforcing the lock-down, partially and fully, and many places of work enforcing work from home (WFH). Faced with the predicament of not being able to move out of their homes, people are creating new ways of spending time productively.

It is a well known fact that Television Viewing is an integral part of the Indian ethos. An average Indian is known to spend a considerable number of hours with 3 hours, 51 minutes every day on TV. So, it is obvious that forced confinement will lead to changes in TV consumption behaviour.

Today if there is one device besides the TV which is an integral part of the Indian consumers’ lives, it is the smartphone. People today depend on their smartphones not just for communication and social interactions, but also for entertainment, banking and financial transactions, purchase of daily need goods like groceries, personal care to durables.  It is but natural that this period of forced confinement would also engender some change in the way people interact with their smartphones.

As the situation continues to evolve in the coming weeks, BARC and Nielsen will also continue to track shifts in TV and Smartphone audience behaviour. Future reports will be released on a weekly basis to keep the ecosystem abreast of how audiences in India are adjusting their TV and Smartphones consumption around the new normal.

BARC is the official currency on Television Measurement in India and Nielsen runs a 12000 strong smartphone panel passively capturing smartphone behaviour.
 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/mix.jpg?itok=Yr5n0fKM
Top 12 news anchors who stood out during Covid2019

MUMBAI: Indian news channels’Covid2019 and lockdown coverage has been panned by the naysayers. Some have painted it as falling short of being objective, others have labeled it as disastrous. Some have lauded the day-in-day-out incessant reportage as journos have gone from street to street, with...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/Euro-Cup.jpg?itok=0Fwk80o4
Remote production and live sports

As sporting events came to a standstill due to Covid2019, technology came to the rescue for broadcasters. Ensuring social distancing, channels have adapted to remote production swiftly. Though it's not a new trend, the pandemic has given it a boost.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/26/camera.jpg?itok=-uCXhpX3
TV producers haunted by rental costs

The pandemic may have halted production activities, but the costs are mounting, especially the rent, according to ANM Global managing partner Nidhish Mehrotra.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/dangal-tv.jpg?itok=l04o5ZBW
Dangal continues on top across genres as TV consumption drops

Television consumption continued to drop in week 19 of 2020 (Saturday, 9 May 2020 to Friday, 15 May 2020, week or period under review), according to Broadcast Audience Research Council of India (BARC) data for Top 10 channels on all platforms across genres.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/25/round_0.jpg?itok=8pruoXDg
Help each other to bring the industry back on its feet: TV producers

The television producers believe that helping each other to revive the business, as and when the state government allows production to resume, will help the industry get back on its feet. This was the unanimous view of a virtual round table conference organised by indiantelevision.com to discuss...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/24/netw.jpg?itok=qmv-BYyx
Times Network announces 'India For Bengal'

Times Network has launched ‘India For Bengal’, a special initiative to create awareness and raise funds for the relief efforts for the state ravaged by the catastrophic Cyclone Amphan.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/23/zee.jpg?itok=mNdMDmSh
Zee Kannada launches two new shows ‘Lockdown Diaries’ & ‘Coffee with Anu’

MUMBAI: In an effort to bring positivity during the ongoing pandemic, Zee Kannada had introduced unique shows for the audience to connect with their favourite Sandalwood celebrities: Lockdown Diaries and Coffee with Anu.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/23/broadman.jpg?itok=VGSW_5gv
Times Network: MNX announces campaign this international brother’s day titled #BroDaMan

MUMBAI:  Bro is not just a word; it’s an emotion, a cult, a community, a club, a way of life! Celebrating this bond, Hollywood’s Wild Child - MNX announces a befitting campaign this International Brother’s Day titled #BroDaMan. With a specially curated line up of ‘best of bro-hood’ movies and...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/05/23/fayyye.jpg?itok=9hcxUWGb
Covid2019 is a financial earthquake: Faye D’Souza

MUMBAI: For former Mirror Now executive editor Faye D’Souza, Covid2019 is not just a pandemic but also a financial earthquake with no clear end time. Speaking to former Viacom18 COO Raj Nayak on his recently-launched digital chat show, D’Souza, who turned independent journalist last year, revealed...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required