BARC India released an exhaustive compendium of the trends and insights on how viewers consumed TV content across the years and more particularly in 2019.
According to the new BARC India Report: What India watched in 2019, TV viewership remained stable with the roll-out of New Tariff Order (NTO). However, the Regional language markets have been the key growth driver for the viewership over the last 4 years.
Growth in Regional language channels
The BARC India report said, “The share of viewership of regional language channels, other than Hindi and the four southern languages, has risen steadily, from 15 percent in 2016 to 23 percent in 2019.”
At the same time, the viewership of most regional language channels has doubled from 2016-19 as per the report. Some of the regional languages that saw a huge surge are -Assamese (125%), Gujarati (157%), Urdu ( 179%), Odia (111%), and Bhojpuri (200%).
The viewership for Hindi language channels has grown to 31 percent from 2016 to 2019 while the English language channels witnessed a 41 percent decline in viewership in the four-year period.
Increase in Advertising with Viewership
The growth of advertising on TV has been 21% from 2016-19. The last 4 years also witnessed an increase in the growth of advertising across languages. However, the Hindi language led the segment with a 32% increase in the share of Advertisement in the language in 2019.
BARC India Report also cited, “News, General Entertainment, and Movies continued to account for over 3/4th of total advertisement volumes”.
The rise in Regional Markets
“TV viewership over the previous four years has been driven by strong growth led by regional language markets”, said Sunil Lalla, CEO, BARC India.
Southern markets dominated the viewership share with Andhra Pradesh/ Telangana contributing to 13% of the viewership, Karnataka at 9%, and Tamil Nadu/Pondicherry at 12% viewership share. Maharashtra/Goa occupied a 14% viewership for TV and West Bengal formed 6% of the viewership share.
Apart from this, the report cited the summarized some more key points:
- Kids viewership accounts for 6% of the total viewership of Television with 2-14-year-olds occupying 20% of the TV viewing segment in India.
- News Channels witnessed a surge of 23% in its viewing minutes in 2019 from 2018. The news content occupied 8.9% of the total TV viRsewing.
- 2019 also witnessed 17% growth in the viewing minutes of Sports content over 2018. “This genre contributed to 3.2% of total TV viewership in 2019”, as per the BARC data.
See the complete and detailed BARC India Report here.