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Crisis Consumption an Insights Series Into Tv HOW ARE MEDIA HABITS CHANGING AS INDIA ENTERS 5TH WEEK OF LOCKDOWN EDITION 6 30TH APRIL 2020 AGENDA TV Consumption Smartphone Consumption 1. Global Landscape 1. A look at Global Trends 2. Indian TV Landscape: Week 16 2. India Smartphone Behaviour 3. Audiences: Deep Dive Into Content 3. In the Spotlight & Viewing ➢ - Evolution of Gaming ➢ - Megacities VS Rural Consumption ➢ - Sports Enthusiasts - Doordarshan : Change in Ramayan Series ➢ - What are IPL viewers watching 4. What’s Happening in the Video Streaming ➢ - OTT Shows on TV Space 5. Advertising on Digital 4. Advertising Trends & Deep Dive GLOBAL LANDSCAPE Based on consumer survey by Mindshare 1,000 person per market survey across 10 global markets (China, US, Germany, UK, Mexico, India, Source: Nielsen, Kantar, BARB, Mediametrie, OzTAM, Mindshare CUSTOMER SENTIMENT POINTS TOWARDS OPTIMISM AND 4 RECOVERY IN A 12-MONTH TIMEFRAME ➢ Due to progress on flattening the curve across the globe, 48% respondents were optimistic about recovery within 6 months from the COVID-19 crisis while 70% felt optimistic about a 12-month recovery period Pessimistic Neutral/Not Sure Optimistic 38% 36% 43% 40% 39% 39% 48% 50% 48% 46% 76% 75% 23% 23% 21% 24% 19% 22% 30% 22% 22% 26% 41% 14% 37% 40% 38% 30% 14% 30% 35% 35% 31% 24% 10% 11% OVERALL CHINA INDIA NORWAY U N I T E D SPAIN FRANCE NETHERLANDS ITALY SWEDEN GERMANY U N I T E D STATES KINGDOM Consumer sentiment about recovery in the next six months – by country Source: Capgemini Research Institute, Consumer Behavior Survey, April 4–8, 2020, N=11,281 consumers CULTURAL DIFFERENCES ARE IMPORTANT IN CONTEXT OF THE LOCKDOWN Q.HOW DO YOU FEEL ABOUT CORONAVIRUS (COVID-19)? *UK SENTIMENT DATA IS AN AMALGAMATION OF THREE QUESTIONS SO ISN’T DIRECTLY COMPARABLE VS OTHER MARKETS SOURCE:MINDSHARE NEW NORMAL TRACKER (This Report contains data from Wave 1 w/c 30th March and Wave 2 w/c 13th April 2020 and includes data for the following markets:China, US, Germany, UK, Mexico, India, Singapore, France, Spain, Italy With a 1,000 sample per market THE TELEVISION VIEWERSHIP CONTINUES TO GROW ACROSS THE GLOBE 6 United Kingdom Total TV average daily minutes grew by India 4.4% in W16’20 over the previous week The TOTAL TV viewership on TV was and grew by 18% vis-à-vis pre-COVID 31% higher than the Pre-COVID days. period France USA The time spent on television in France increased by 25% in Bangladesh Total TV usage was higher by W16’20 w.r.t. pre-COVID 21% in W16’20 w.r.t. pre- TV viewership increased period (W10’20) COVID period (W10’20) 52% (W16’20 vs W11’20) Sri Lanka Despite monsoon rains and heavy lightnings in the evening hours, TV viewership during the nationwide curfew has increased by 49% (W16’20 vs W’10’20 Australia BVOD minutes viewed (both live and on- demand (‘VOD’)) dipped slightly during W16’20 but are still up almost 36% on the same time last year. Sources: BARB, Nielsen, OzTAM, Mediametrie, Kantar CHANGES IN MEDIA CONSUMPTION 7 Q.COMPARING YOUR BEHAVIOURS BEFORE THE CORONAVIRUS (COVID-19)OUTBREAK TO NOW, HAVE YOU SPENT MORE TIME DOING THE FOLLOWING? Q.ARE WE FEELING CORONAVIRUS OVERLOAD? DELIBERATELY CHOOSING MEDIA TO RELAX 55% I HAVE LIMITED MY TIME ON MEDIA(E.G. ONLINE) BECAUSE I DON’T WANT TO READ ANY MORE 29% NEWS ABOUT CORONAVIRUS (COVID-19) SOURCE:MINDSHARE NEW NORMAL TRACKER (This Report contains data from Wave 1 w/c 30th March and Wave 2 w/c 13th April 2020 and includes data for the following markets:China, US, Germany, UK, Mexico, India, Singapore, France, Spain, Italy With a 1,000 sample per market THE SCOPE OF OUR ANALYSIS: INDIA 8 Television Behavior Smartphone Behaviour Market Coverage Market Coverage Urban 1 Lakh+, NCCS ABC, 15-44 Years, All India (Urban + Rural) Android Smartphone Users 2+ years Passive Panel, 12000 user base Aligned to Smartphone Universe Time Period: Time Period: Pre COVID-19: 11th Jan’20 - 31st Jan’20 Pre COVID-19: 13th Jan’20 - 2nd Feb’20 COVID Disruption: COVID Disruption: Edition 6: 18th Apr’20-24th Apr’20 Edition 6: 18th Apr’20-24th Apr’20 Frequency: Weekly Frequency: Weekly We refer to Jan 2020 as the Pre Covid-19 period and compare it with recent weeks. INDIAN TV LANDSCAPE Key Highlights 10 TOTAL TV VIEWERSHIP STOOD AT 1.16 TRILLION VIEWING MINUTES IN WEEK 16 ➢ The drop in week 16 compared to last week is driven by Rural India (Summer Impact) & South India (week 15 was a festive week) +31% +11% +18% 887 1239 1161 560 627 619 03:46 04:42 04:28 Pre COVID-19 Week 15 Week 16 Pre COVID-19 Week 15 Week 16 Pre COVID-19 Week 15 Week 16 -6% -1% -5% WEEKLY VIEWING MINUTES IN BN AVG. DAILY REACH IN MN DAILY ATS/VIEWER (HH:MM) Week 16 (week starting 18 April) & Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 11 VIEWERS WATCHING TV ALL 7 DAYS IN A WEEK STANDS AT 46% IN WEEK 16 +14% +33% 32% 48% 46% 16 22 21 Pre COVID-19 Week 15 Week 16 Pre COVID-19 Week 15 Week 16 WATCH 7 DAYS IN A WEEK NUMBER OF CHANNELS WATCHED/ PER VIEWER/WEEK Week 16 (week starting 18 April) & Week 15 (week starting 11 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) TOTAL TV CONSUMPTION INCREASED BY 31% AT ALL INDIA IN 12 WEEK 16 ➢ Growth in Odisha is the lowest due to Hail and Thunderstorm last week which impacted TV viewership UP/Uttarakhand Pun / Har / Cha / 39% Bihar/Jharkhand MP/ HP / J&K 40% Chhattisgarh 43% 48% Growth in Week 16 Region over Pre COVID-19 Rajasthan 62% 21% India 31% 31% Assam/ HSM 37% NE/Sikkim Guj / 42% 23% D&D / DNH South 21% India West Bengal 10% Mah / Goa 34% Odisha 13% Karnataka 17% AP / Telangana TN/Pondicherry Growth based on Viewing Minutes Kerala Week 16 (week starting 18 April) data as compared to 27% 32% Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) 13 WEEK 16 OPERATED AT LOWER LEVELS THAN LAST WEEK ➢ Prime-Time has shown growth in HSM while Non Prime-Time still shows strength across India 140 120 100 Non Prime Prime All Day Time Time 80 India 31% 67% 0% 60 HSM 37% 81% 3% 40 South 21% 48% -7% 20 Growth in Week 16 (During COVID-19) 0 data as compared to Week 2 to Week 4 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 to to to to to to to to to to to to to to to to to to to to to to to to (Pre COVID-19) 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Pre COVID-19 wk 15 wk 16 Viewing Minutes Mn, India, 2+, Week 16 (week starting 18 April), Week 15 (week starting 11 April), Pre Covid i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 14 ALL INDIA: NEWS & MOVIES DRIVING THE GROWTH ➢ At HSM Urban, GEC growth is higher as compared to All India level NEWS BUSINESS NEWS MOVIES 164% 85% 61% YOUTH KIDS INFOTAINMENT 54% 43% 41% LIFESTYLE GEC Hindi GEC grew by 28% 7% 31% in HSM Urban The analysis is based on Channel Genres Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) 15 GENRE-WISE SHARE : NEWS & MOVIES SHARE STARTED TO TAPER FROM WEEK 12- STILL CONTINUE TO OPERATE AT 2X SHARE COMPARED TO PRE COVID 60% 52% 49% 50% 44% 43% 39% 40% 40% 40% 29% 29% 28% 30% 26% 27% 23% 24% 18% 20% 21% 17% 16% 15% 11% 10% 7% 7% 7% 7% 7% 7% 7% 8% 0% wk 2 to 4 wk 11 wk 12 wk 13 wk14 wk 15 wk 16 GEC Movies News Kids All India, 2+ Week 16 (week starting 18 April) ; Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) Showcases the TV Viewership of affluent homes in 6 Megacities Further, we also look at how OTT shows have performed on TV In these PrimaVU homes 17 GROWTH OF 49% RECORDED IN MEGACITIES IN WEEK 16 ➢ Individual viewership: Megacities grew by 41% in Currency Panel ➢ HD viewership is higher among Premium Audiences in PrimaVU HD/SD Viewership Split 60% 53%54% 55% 50% 51% 49% 47% 50% 41% 38% 39% 40% 30% 30% 87% 30% 26% 96% 21% 20% 10% 0% Mega Delhi Mumbai Chennai Bangalore Hyderabad Kolkata Cities Currency Panel *Premium Panel Currency Panel *Premium Panel HD channels SD channels HD/SD Split bases on Viewing Minutes, Megacities, 2+, Week 16 *Premium Panel Growth is from BARC’s Product PrimaVU Individual data (measuring top 3% of Socio Economic Strata in 6 Megacities at 2+) Currency Panel is at NCCS A, Megacities Growth in Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e. Week 2 to Week 4 (11 Jan to 31 Jan ) 18 GENRE-WISE SHARE: NEWS ENJOYS HIGHER SHARE IN MEGACITIES IN WEEK 16 IN THE PREMIUM PANEL ➢ Comparable share of Kids and other Genres 6% 6% 7% 7% GEC 37% 42% News 21% 24% Currency Panel Movies *Premium Panel Kids Others 21% 29% *Premium Panel Growth is from BARC’s Product PrimaVU Individual data (measuring top 3% of Socio Economic Strata in 6 Megacities at 2+) Currency Panel is at NCCS A, Megacities Week 16 (week starting 18 April) data; Share of Viewing Minutes, Megacities, 2+ AUDIENCES : CONTENT & VIEWING A Deep Dive Into Megacities VS Rural Consumption Doordarshan : Change in Ramayan Series What are IPL viewers watching OTT Shows on TV VIEWERSHIP GROWTH IN MEGACITIES IS HIGHER THAN RURAL 20 ➢ This is driven by higher Time spent ➢ In Prime-Time, Reach growth in Megacities is 2x of Rural ➢ ATS has declined in Prime-Time in Rural Non Prime-Time 68% Full Day 57% 36% 33% 30% 26% 21% 27% 24% 15% India Rural Mega Cities 11% 10% Prime-Time 14% 13% 6% 1% India Rural Mega Cities -6% Viewing Minutes Reach ATS -11% India Rural Mega Cities Viewing Minutes Reach ATS Week 16 (week starting 18 April) data as compared to Pre COVID-19 i.e.Week 2 to Week 4 (11 Jan to 31 Jan ) 21 NEWS & MOVIES GROW HIGHER IN MEGACITIES vs THE RURAL MARKET ➢ In Non Prime-Time, Rural growth is higher in GEC and Kids as compared to Mega Cities Non Prime-Time Full Day 203%
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