Crisis consumption an insights series into TV, Smartphone & Audiences
Covid-19 led disruption started affecting India hard since mid March. BARC-Nielsen have put together for the Industry as to what is the impact of the pandemic on Television consumption & Smartphone Usage. This is the 2nd Edition in the Insights series. Read the first insight here.
There has been a record rise in the TV viewing population in the country in the Week 2 of lockdown. The average daily TV viewers have grown by 62 million, making the total number of viewers to 622 million. A huge surge has been seen in the age group of 2 to 14 years of age, i.e., 47%. Also, the rapid increase has been recorded for non-prime time (6AM to 6PM) viewership by 71% during lockdown, as compared to the normal time. Among all of the shows, movies, news, etc., news viewership saw a growth of 200%.
Talking about the time spent in smartphones during the second week of lockdown, it has increased by almost 3 hours a week, that makes the total hour to 26.4 hours/ week. The smartphone usage has increased among older age groups (35-44 years) by 18%. Social distancing led to a huge spike in virtual connectivity.
The re-telecast of RAMAYAN, garnered the highest ever rating for a Hindi GEC show since 2015. While News and Movies registered an all time high growth on TV, Digital consumption of News continues to show huge increase. Ecommerce continues to suffer on account of difficulties in logistics management during the lockdown.