BARC India and Neilson Media have jointly released the fifth edition of The Crisis Consumption: Impact of COVID-19 on TV And Smartphone consumption behaviour across India. The report indicates that ‘coronavirus’ continues to be the most searched among the top 100 Google searches. One in five smartphone consumers now uses the Aarogya Setu app, an increase of 80% + increase compared to the launch week.
TV Consumption continues to show a growth of 40% over pre-COVID-19 period, now at 1.24 Trillion minutes. This hike is led by both reach and average time spent. The new normal of over 3hr 40 min usage a day on smartphone continues, a 10% increase over pre-COVID-19 time.
TV viewership growth continues to be led by news and movies, the growth among movies is coming from pay platforms. News franchise on smartphone continues to be nearly 50% of all smartphone audience, views grow by 40%.
Also Read: Past and future escapes are how the consumers are dealing with the lockdown: GIPSI
Hindi GEC in HSM is at an all-time high with 8.5 BN impressions. Mythological shows are leading the way. HSM Urban is at an all-time high for the third week in a row. Strong double-digit growth is being seen across various segments of OTT (movies, originals, etc) while audio streaming apps show a decline, possibly on account of commuting going down.
FCT on TV has recovered a bit after a huge fall last week. Most advertisers are using the COVID-19 theme. The essentials category saw growth across genres, while on digital video advertising, spends have dropped across most categories.
You can access the entire report here:
Deep Dive Into Content & Advertising Consumption During COVID-19 from Social Samosa
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