Covid-19 : Impact on Video Consumption Trends 2020 Report Table Of Contents
SCOPE & NUMBERS ANALYZED Platforms and Areas covered in the report and 1 the Number of Posts analyzed to arrive at the insights YOUTUBE: Q1 2020 AT A GLANCE CATEGORY DEFINITIONS Understanding how the consumption trends changed in A brief explanation of the content Q1 and the factors that led to it 4 categories in the report to help 2 understand the data and insights better YOUTUBE: WHAT’S TRENDING & KNOW YOUR AUDIENCE Finding out the genre preferences, trends and the SOCIAL MEDIA OVERVIEW demographic distribution of the audience across 5 Identifying the recent trends in the wake top 10 genres along with Device Consumption. 3 of CoronaVirus taking over our lives Figuring out the ideal video length and retention across genres
IMPACT OF COVID-19 ON SOCIAL MEDIA Identifying the content consumption , Analysis of how Creators/Influencers, Brands and Government Agencies, 6 utilized social media platforms to communicate with their audience during Covid-19
IMPACT OF LOCKDOWN ON YOUTUBE CONSUMPTION Analyzing Key Changes in Content Consumption Trends 7 on YouTube specifically during the Lockdown Period in India Scope | Numbers Analyzed
Platforms Analyzed Methodology
Data Extraction is done based on relevant keywords around Covid-19 Numbers Analyzed 4.9 K Channels/Pages The analysis across 3 platforms is restricted to 26.1 K Videos Videos only. Analysis is based on public data. All numbers and % for a specific time period Geography Analyzed (Channels/Pages) are calculated basis the new additions in that India time period only
Segregation of Content is done basis Vidooly’s Duration of Analysis Title-based Data Mapping Overall Analysis: Q1 2020 st th Covid-19 Analysis: 1 Feb ’20 to 25 Mar ’20 Trend Spotting on YouTube is done st th Impact of Lockdown Analysis: 1 Mar’20 to 10 Apr ’20 basis most-viewed 100 videos Content Analysis Trends in Q1 2020 Country of profile is Impact of Covid-19 on Social Media taken basis its content Effects of Lockdown on YouTube Consumption Analysing: • Month-on-Month Analysis of Q1 • Types of Content published by various stakeholders • Parameters such as Views, Subscription & Uploads • Ideal Length Analysis • Audience Consumption Pattern • Popular channels Defining Content Categories
Content-Type Definition News Any news related to Corona Virus Information related to Corona virus (What is corona, How did it General Trivia spread & From where it started) Prevention/Awareness Steps to be taken to prevent the virus from spreading CREATORS Treatment Different ways to treat the patients of Corona Virus Symptoms Video explaining the related symptoms Corona Virus Explained Detailed information about the Corona-virus related content
Sub-Category Of News Definition BRANDS Lockdown/Janta Curfew Lockdown & Curfew related news due to Covid-19 Updates Daily Updates (+ve cases, recoveries & deaths) Debate/Special Show Special shows or reports on corona virus Economy Crisis/Impact Impact of Covid-19 on overall market, Financial loss Others Other Miscellaneous news related to corona virus GOVERNMENT ORGANIZATIONS
Content-Type Definition News Any news related to corona virus Prevention/Awareness Steps taken to prevent spreading of corona virus Symptoms Video explaining symptoms of corona virus Information related to Corona virus (What is corona, How it General Trivia spread & From where it started) Treatment Different ways to cure the virus Self isolation Stay home, self quarantine, Isolation related videos Defining Content Categories
Content-Type Definition Corona Virus Explained Detailed information about Corona-virus related content Corona Virus Impact Impact of Covid-19 and global market, economy crisis Symptoms Videos explaining symptoms of corona virus Prevention/Awareness Steps to be taken to prevent the virus from spreading CREATORS Content around Treatments, daily Covid-19 case updates, and General/Others other content such as Brand Promotions with Covid-19 as a talking point
Content-Type Definition BRANDS Videos made for spreading Awareness about Covid-19 like how COVID-19 Awareness to wash hands including messages by famous personalities and experts General Videos like Things to do at home or an information General about a particular topic. Product Promotion Brand/Product Promotion with Covid-19 as a hook GOVERNMENT ORGANIZATIONS News or Updates News or Updates by a Brand around Covid-19
Content-Type Definition Product Promotion Brand/Product Promotion with Covid-19 as a hook Steps taken by Brands, Work from Home, Things to do during General Isolation Content made for spreading Awareness about corona virus like COVID-19 Awareness how to wash hand, Precautions etc. DIY DIY during self Quarantine Campaign Campaigns related to Covid-19 Tent-pole Content related to some special Event like Holi Defining Content Categories
Content-Type Definition Content made for spreading Awareness about Corona virus like Awareness how to wash hand, Precautions etc PM Address Videos on PM Addressing the nation. Detailed information about Covid-19 and how it’s different from Explanation & Trivia CREATORS general flu News or updates related to Covid-19 (Confirmed, +ve and no of News/Updates deaths) Information about Symptoms & Treatments, Press General/Others Releases/Conferences, PM Interaction etc BRANDS Content-Type Definition Videos related to media briefing, press release or press Press Release/Conference conference Content made for spreading Awareness about Corona virus like COVID-19 Awareness how to wash hand, Precautions etc PM Address Videos on PM Addressing the nation. GOVERNMENT ORGANIZATIONS News or Updates News or updates related to Covid-19 PM Interaction PM interaction with ministers or with citizens Lok Sabha Session Lok Sabha discussion or Speech Videos Contributions/Donations Videos for spreading the message for donations.
Content-Type Definition Content made for spreading Awareness about Corona virus COVID-19 Awareness like how to wash hand, Precautions etc. News related to SAARC, Covid spread, PM's address to the News nation General Content like how to be a responsible citizen. 380 M Active Social Media Users in India
Facebook and YouTube: The most popular social media platforms amongst the Indian Audience
Penetration of YouTube in India 70% (as of Jan ’20) Social Media: Penetration of Facebook in India What’s Going On? 69% (as of Jan ‘20) Covid-19 and Social Media:
✓ Increase in screen-time and activity on social media amidst lockdown in place ✓ Emergence of Quarantine Trends, Challenges and Nominations on Social Media ✓ Social Media Platforms coming together in the times of this unprecedented global crisis, taking several measures to regulate misinformation hosted by them. ✓ Social media consumption has seen a rise with average Indian spending 4 hrs. on social media while staying indoors which is an increase of more than 1.5hrs as compared to previous months
Source: HootSuite Digital 2020 Global Report A glance at the Content Consumption on YouTube in Q1 2020 Content Consumption on YouTube Q1 2020
308.53 B Views With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyle by staying indoors and cultivating new habits to spend time.
830.49 M Subscribers Social Media platforms have seen a rise in this period with Video sharing platform YouTube garnering over ~300 B views in 1st Quarter of 2020.
3.20 M Uploads Content Consumption on YouTube MOM – Q1
There has been an increase in the content consumed on YT in Views the month of march despite fairly stable uploads across all 3 • Jan – 111 B months - This can be due to people staying at home & • Feb – 89 B adopting WFH • Mar – 108 B Subscribers High views in Jan’20 is due to unusual peak observed in • Jan – 270 M entertainment genre i.e. it garnered ~45% of the overall • Feb – 248 M views across genres in Jan, this was due to high consumption • Mar – 316 M of GEC content published Uploads Feb’20 saw a similar content consumption trend compared to 2019 which was lower than other months • Jan – 1.13 M in this quarter • Feb – 1.03 M • Mar – 1.04 M
Top 10 genres fairly remained the same across all 3 KPI’s except bottom 2 spots which observed a tough fight between Gaming, Health & Infotainment Where does YouTube stand today? Q1 2020 Q1 2020 vs Q4 2019 vs Q1 2019 +13% +11% Views Views -4% -38% Subscribers Subscribers +2% -6% Uploads Uploads Quarterly Growth on YouTube
Viewership Trend on YT from Jan ’19 to Mar ‘20
308.5 B YT Viewership hit a steep rise in 2020, with Q1 ’20 recording a 13% growth over Q4 '19. 286.6 B 281.5 B 277.3 B Genres which attained the highest viewership growth across the two 273.9 B quarters were Infotainment, News & Politics, Entertainment and Comedy.
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20
Uploads Trend on YT from Jan ’19 to Mar ‘20 The number of uploads on YT across Q1 '20 has shown a slight increase 3411.5 K with respect to Q4 '19. 3196.0 K 3223.7 K 3140.5 K With all the free time in hand during the lockdown phase, creators are 2991.0 K certainly utilizing their time by publishing more content – not only on YouTube but across all social media platforms.
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20 Quarterly Growth on YouTube
Subscription Trend on YT from Jan ’19 to Mar ‘20
The trend in the number of subscribers gained continued to 1340.6 M plummet in Quarter 1 2020.
1022.4 M However, the quarter showed a promising trend, as the rate of 943.2 M 865.5 M 830.5 M decline reduced from 8% (in Q4 vs Q3) to 4% (in Q1 vs Q4).
This reduced decline in %age can be credited to the genre News & Politics, as it was the only genre to record a Quarterly subscriber growth of 25%. In fact, 50% of these subscribers were
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20 gained exclusively during the Covid-19 phase i.e. in March’20.
It must be noted that as compared to Q1 '19, the rate of subscription in Q1 '20 has fallen by a sharp 38%. It demonstrates that while people are enjoying watching more videos, they are now less likely to subscribe. Viewers don’t feel the need to subscribe to their favorite channels anymore, possibly because YouTube tends to push the customized relevant content on the homepage of the users. The platform’s improving recommendation algorithm could be one of the reasons for this behavior. Know Your YouTube Audience
YT Consumption across Device 91.4% 5.4% 2.2% 1% MOBILE DESKTOP TV TABLET
1.5% 13-17 3.9%
8.3% 18-24 26.9% Millennials contribute to ~70% of the viewership on YouTube. The age-group 18-34 was found to be the most active on YouTube 9.2% 25-34 – amongst both Males as well as Females. 25.1%
4.9% 35-44 11.3% ~3 in 4 views gained on YouTube India were by male 1.7% audience. The genres News & Politics and Gaming 45-54 4.1% were significantly dominated by them.
0.5% The 18-34 age group of Males, in addition to the 55-64 1.5% two genres, was also very keen in Comedy and Female Audience on YT India 26% 74% Science & Technology 0.3% 65+ Male Audience on YT India 0.9% Female audience, on the other hand, were found to be inclined more towards the genres Food & Recipe, Education and Infotainment. Top 10 Genres based on viewership
INFOTAINMENT
ENTERTAINMENT GAMING
SCIENCE MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION NEWS & POLITICS COMEDY
Please note: Further genre level analysis, will be focused on these 10 genres only in this report since ~90% of the viewership in Q1’20 is around these 10 genres Top Genres on YT in Q1 2020 – Views
Top 10 Genres contribute to ~90% of Overall Views on YT in Q1’20
Entertainment 113.9 B People try to fill the gaps in their lives by entertaining themselves on YouTube which can be confirmed from the fact that Entertainment and Music 80.1 B Music Genre gained 113 B & 80 B views respectively in Q1’20
News & Politics 29.1 B CAA/NRC & Delhi Elections dominated the News genre in Jan 20 whereas in Mar 20 with social distancing in place and no outside movement , people resort to news channels for all the latest Kids & Animation 23.5 B updates
Comedy 11.0 B Genres like Food & Recipe, Gaming continued to gain the likes of people whereas Content Food & Recipe 6.1 B based on Travel failed to gain attention of audience amidst global lockdown Education 5.5 B
Science & Technology 4.6 B
Gaming 4.1 B
Infotainment 4.0 B Top Genres on YT in Q1 2020 – Subscribers
Top 10 Genres contribute to >92% of Overall Subscribers gained on YT in Q1’20
Entertainment seem to have Entertainment 195.7 M gained the maximum In case of music it is Music 175.3 M subscribers in Q1. This is contributed by channel's such attributed by increase in as T-Series & Zee Music subscription of GEC channels which are focusing primarily News & Politics 90.9 M such as Sony & Zee Network. on Bollywood Music e.g. GEC Content which gained Street Dancer 3D & Songs Kids & Animation 55.3 M traction is mostly around TV from Malang Movie Shows e.g. Adhirindi & Education 47.1 M Beyhadh 2
Education also gained Comedy 39.5 M Highlights such as CAA/NRC, significant subscribers, Food & Recipe 27.4 M Donald Trump’s Visit, possibly with board exams Communal Riots followed by across the country happening Science & Technology 24.5 M Covid-19 are the major issues during this period and an Gaming 20.7 M which helped gained high increasing trend of students subscribers in News & Politics going for online learning Infotainment 18.9 M especially during lockdown ENTERTAINMENT GAMING SCIENCE AND TECHNOLOGY
INFOTAINMENT MUSIC Drill Down Analysis of the Top 10 Genres
FOOD & RECIPE NEWS & POLITICS
KIDS & ANIMATION EDUCATION COMEDY
Note: This analysis is performed on top 100 videos (based on viewership) per month per genre Genre Analysis
ENTERTAINMENT
INFOTAINMENT
GAMING
SCIENCE MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION NEWS & POLITICS COMEDY ENTERTAINMENT
36% 33% A • Audience engagement with the Movie related content (which takes the 17% G biggest share in the entertainment genre) has declined over the quarter 6% 8% from 79% in Jan’20 to 47% in Mar’20 but still it’s the most viewed type of E content. Most popular channels featuring this type of content are 13-17 18-24 25-34 35-44 45+ Goldmine telefilms and Shemaroo
• G Content types such as TV serials & reality shows garnered high viewership growth. TV serials such as Naagin 4 and Taarak Mehta ka E 72% Ooltah Chashma saw high viewership in Mar’20 N D • Similarly, Big Boss Season 13 and Khatron ke Khiladi season 10 helped the E 28% reality show content gain a significant chunk in the entertainment genre R Popular Channels D 95% MOBILE E V 2.5% DESKTOP
I 1.8% TV C 0.7% TABLET E SAB TV SET INDIA ZEE TV COLORS ENTERTAINMENT Q1 2020 was dominated by Entertainment GEC Networks on YT – Q1 genre on YT with a major support from GEC content published on YT.
Indian GEC content is majorly published by 4 networks i.e. Sony, Star, Viacom & Zee. Among these Sony Pictures Network Dominated Q1 as compared to other 3 Networks both in terms of views & Subscribers. All these networks are having 10+ channels under the parent name Views 29 B 8.3 B 1.9 B 1.5 B except Viacom which is having only 5 Channels on YT. Subscribers 11 M 7.3 M 2.3 M 2.2 M Zee Network uploaded 36.7K videos on YT but failed to gain traction garnering only Uploads 26.4 K 36.7 K 7.6 K 2.2 K 8.3B views in Q1.
Channel Count 11 18 5 17 Major Event in Q1 is the onset of coronavirus pandemic which has drastically • Sab Tv • Zee Tv • Colors • Star Plus impacted the consumption of all the digital • Set India • Zee Tv Telugu • Colors Bangla • Fox Star Hindi networks. Among these Zee & Sony • • • • Top Channels Sony Pal And TV Colors Marathi Star Jalsha observed growth of 11% & 4% respectively • Sony Aath • Zee Bangla • Colors Kannada • Star Maa • Sony Liv • Zee Marathi • MTV India • Star Music India rest others observed a decline in the month of Mar when compared with Feb. Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE MUSIC EDUCATION NEWS & POLITICS COMEDY MUSIC
41%
33% • Audience has shown an increasing interest in Regional Music Videos. The A number of regional songs in the list of top Music videos has grown from 28% G in Jan ‘20 to 45% in Mar ‘20. Most popular channels featuring this type of 13% content are Speed Records, Aditya Music and Wave Music. E 7% 6%
13-17 18-24 25-34 35-44 45+ • Overall, Top Music Videos were dominated by Bollywood and Regional Music Only. Cover Songs and Unplugged Music accounted for negligible views and engagement amongst the Top Music Videos – across the quarter. G E 71% • Music Videos of the Bollywood flick Street Dancer 3D (Released in late Jan) N accounted for 25% of the viewership on the analysed top videos of the D quarter. E 29% R Popular Channels D 88% MOBILE E V 5.5% DESKTOP
I 5% TV C 1.5% TABLET E T - Series Aditya Music Zee Music Co. Speed Records >+5% from total audience Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION COMEDY NEWS & POLITICS NEWS & POLITICS
37% • The viewership on the top videos under News & Politics soared in the month 26% A 21% of March, displaying a ~2X growth from Jan ’20 to Mar ‘20. This doesn’t G 13% come as a surprise, given that the whole nation is hooked to their screens to keep themselves updated with country’s current state of Covid-19. E 3%
13-17 18-24 25-34 35-44 45+ • Political Videos failed to find a place amongst the top videos in the genre, evident from the drop in their number from 25% to 5% in just one month (Feb-Mar ‘20). The viewership share also fell from 34% to just 2% in the same G period. The thunder, instead, was stolen by National News. E 88% N • The average viewership of the top videos in this category increased by 2x. D Corona Virus as a topic accounted for 1 in 5 most-viewed News Videos. E 12% R Popular Channels D 97% MOBILE E V 1.5% DESKTOP
I 1% TV C E 0.5% TABLET Aaj Tak ABP News Hindi BBC News Hindi NDTV India
>+5% from total audience Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION NEWS & POLITICS KIDS & ANIMATION COMEDY KIDS & ANIMATION
36% 31% • Viewership on Kids Shows and Cartoons (the most dominating content A type) observed a growth across the quarter. Factors such as end of exam 12% 13% season and nationwide lockdown would primarily be the reasons for the G 8% E growth.
13-17 18-24 25-34 35-44 45+ • ChuChu TV, Green Gold and Infobells are some of the most prominent channels publishing Kids Shows and Cartoons. Amongst the shows, G Chhota Bheem turned out to be the most popular under this category. E 80% N • All the popular channels were found publishing content in Hindi or other D regional languages such as Tamil and Telugu. E 20% R Popular Channels D 94% MOBILE E V 3% DESKTOP
I 2% TV C 1% TABLET E ChuChuTV Hindi MaJa Tv Green Gold Infobells - Hindi
>+5% from total audience Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
NEWS & POLITICS COMEDY EDUCATION EDUCATION
37% • In Mar '20, higher number of videos around General Knowledge and 30% A Competitive Exam Prep cropped up in the top videos under Education. G 16% 11% • 35% of these videos discussed about Corona Virus. Some of the 6% E popular topics were the long-term impact of Covid-19, its cure and how
13-17 18-24 25-34 35-44 45+ various countries are dealing with the epidemic.
• G Overall, the average views gained by the top Educational videos increased significantly in March as compared to the previous month. E 68% N Study IQ Education D E 32% R Popular Channels D 78% MOBILE E V 20% DESKTOP I 1.5% TABLET C E 0.5% TV Study IQ Education WIFIStudy Fact Techz Exam परु >+5% from total audience Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE MUSIC & TECHNOLOGY
FOOD & RECIPE KIDS & ANIMATION COMEDY EDUCATION NEWS & POLITICS COMEDY COMEDY
40% 36% • The average viewership obtained by Top Comedy videos declined over the quarter A
G 13% • However, viewership on Comedy Shows has risen across the quarter. SET India, E 6% 5% with its show Kapil Sharma, dominated the viewership share.
13-17 18-24 25-34 35-44 45+ • A couple of Vine Comedy videos cropped up in the top charts, and managed to account for very high engagement in Mar ’20. Ashish Chanchlani Vines emerged to be one of the most popular channels in this genre. G E 73% • Most popular channels featuring Sketch comedy are Jkk Entertainment and N Khandeshi Movies. D E 27% R Popular Channels D 86% MOBILE E V 9% DESKTOP
I 3% TV C 2% TABLET E JKK Entertainment SET India MallemalaTV Khandeshi Movies >+5% from total audience Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE & TECHNOLOGY MUSIC
KIDS & ANIMATION
EDUCATION NEWS & POLITICS COMEDY FOOD & RECIPE FOOD & RECIPE
39% The viewership on Recipe Videos rose significantly from Jan to March. An interesting A observation was the popularity of the recipes of Non-vegetarian food such as Chicken, 24% Fish, Mutton Biryani amongst the most-viewed content in March. 20% G 14% The TVC of Food Brands did not find a place amongst the top videos of this category in E 3% the month of March. Primarily, it was Oreo India, Cadbury5starIndia and 13-17 18-24 25-34 35-44 45+ CadburyDairyMilkIn which advertised in this genre’s top videos of Jan and Feb ‘20.
G Viewership on Food Challenges saw a jump from 15% to 37% across the quarter. Hungry Birds is a popular channel publishing content around the same. E 35% N It must be noted that Food & Recipe content is not exclusively limited to women, as per D the general notion. 35% of the audience on this genre was found to be male. E 65% R Popular Channels D 92% MOBILE E V 4.5% DESKTOP I 2% TABLET C 1.5% TV E Nisha Madhulika Bharatz Kitchen HINDI Hungry Birds Veg Village Food
>+5% from total audience Genre Analysis
INFOTAINMENT
GAMING
ENTERTAINMENT
MUSIC SCIENCE & TECHNOLOGY KIDS & ANIMATION FOOD & RECIPE
EDUCATION NEWS & POLITICS COMEDY SCIENCE & TECHNOLOGY
34.5% • 31.5% Almost 80% of the viewership on the top videos of this category was A through Commercials. The brands Samsung and Oppo had a significant 16% share in the list of top videos in the category. G 12% 6% E • Audience engagement on Gadget Reviews & Unboxing has remained fairly stable. Most popular channels featuring this type of content are 13-17 18-24 25-34 35-44 45+ Technical Guruji and Trakin Tech.
G • On the other hand, TechnologyTalks/Discussion garnered substantial E 83% engagement growth across the quarter. Discussions around Redmi Note N 9 Pro and Realme 6 dominated the top videos under the genre in D Mar’20. E 17% R Popular Channels D 94.5% MOBILE E V 3% DESKTOP
I 1.5% TV C 1% TABLET E Technical Guruji Trakin Tech Samsung India Mr Indian Hacker >+5% from total audience Genre Analysis
INFOTAINMENT
ENTERTAINMENT GAMING
GAMING
SCIENCE MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION NEWS & POLITICS COMEDY GAMING
58% • Gameplays and Walkthroughs have turned out to be the dominant content in A the genre. They accounted for 99% viewership on the most-viewed videos of 33% Mar’20 G
E 4.5% • Play-offs between popular Gamers are also emerging in the list of most- 2% 2.5% viewed videos. For ex, a PubG playoff between MorTal and CarryMinati 13-17 18-24 25-34 35-44 45+ recorded >3.7 M views and 322 K engagement.
G • PubG and Garena Free Fire were some of the most popular games viewed. E 95% N • With only 5% of the audience as female, the genre turns out to be completely dominated by males. D E 5% R Popular Channels D 95 MOBILE E V 3% DESKTOP I 1.5% TV C 0.5% TABLET E Total Gaming CarryIsLive MorTal Two-Side Gamers >+5% from total audience Genre Analysis INFOTAINMENT
GAMING
ENTERTAINMENT
GAMING
SCIENCE & TECHNOLOGY MUSIC
KIDS & ANIMATION FOOD & RECIPE
EDUCATION NEWS & POLITICS COMEDY INFOTAINMENT
38.5% • Audience Engagement on Infotainment related to Nature rose from A 29% mere 1% to 14% across the quarter. It included videos around the 19% Asteroid passing across Earth in April, Underwater discoveries etc. G 11% E 2.5% • All the top videos in this category were found to be in Hindi and other 13-17 18-24 25-34 35-44 45+ regional languages.
• G Upper age group is more keen on watching such content E 71% N D E 29% R Popular Channels D 95% MOBILE E V 3% DESKTOP I 1.5% TV C 0.5% TABLET E Mysterious Duniya Minutes Mystery The World The Mystica Land Adventures Hindi >+5% from total audience Content Length and Retention Analysis Where is Audience losing Interest?
8 out of the top 10 genres obtained a remarkable retention rate, when compared to the average retention gained by videos across all genres (~13%). 13.8% 14.1%
11.6% Comedy succeeded in obtaining a retention rate as high as (in Q1 (in ’20)
Retention Rate Rate Retention 52%, Increasing number of relatable content in the form of Sketches and Vines could be the key to this high number.
Jan Feb March Gaming and Education, which usually tends to have longer content, displayed a very low retention rate. 52.1%
42.1% Retention rate declined in Mar’20 owing to the Food & Recipe, & 31.8% 32.7% Music related content. 28.7% 25.8% 26.1% 26.6% Retention rate of T-Series dropped significantly possibly because of increase in average video length from ~5 mins to ~6 mins from Feb to Mar’20. 6.4% Similarly, Home cooking show channel also witnessed a decline in 1.2% retention rate due to increase in length of its uploads What is the Ideal Video length ?
1.25% 6.40% 52.06% 31.80% 28.69% 26.12% 42.09% 26.59% 26.00% 32.74% Gameplays & walkthroughs dominates ‘Gaming’ 4003 genre because of which this genre is having highest Based on Overall Content(sec) video length followed by Education which has Based on top viewed videos(sec) learning videos which by its nature are of long form. 3287 Retention Rate (%) Both these genres failed miserably in terms of retention rate having 1.2% & 6.4% retention which means the content is not engaging to keep the user 2189 1878 glued to the screens. 1706
355 392 Entertaining content related genres i.e. Comedy, 678 544 439
Infotainment, Music & Entertainment itself are the
3805 1894 1388
481 392 678 573 544 423 genres which were successful in gaining attention of 841 users for a longer duration i.e. they are having high
retention rate Music
Gaming
Comedy
Education
Infotainment
FoodRecipe &
Entertainment
ScienceTech &
News& Politics KidsAnimation &
Entertainment & News Genre show a strange behavior where videos that performed well were of longer duration than genre average. Does this mean audience is engaging with longer duration videos? Longer Videos: The new normal
The top videos were found to have an average Average Length of Videos on YouTube (in secs) duration of ~29 mins, while the overall average duration of YT videos was ~14 mins. 1733 In the entertainment genre, channels such as Goldmine Telefilms and Goldmine Movies have Based on Top videos* top videos with average duration of ~100 mins
Based on Total analysed which primarily showcase full movies such as videos “Dear Comrade”,”Comali”, “Vijetha”
839 In the News genre, news videos displaying live telecast of some events are much longer lasting even for a number of hours. Many of the top live news videos are around Delhi Election 2020 results published by Aaj Tak, ABP News, India TV, Zee News
It is evident that people turning to YT are ready to invest their time in consuming content, hence the popularity. Interestingly, creators also get an added advantage of inserting multiple ads and maximizing their revenue.
*The Top videos referred here are the Top 500 videos obtained in Q1 ‘20 across the Top 10 genres Summary - Content Consumption on YT in Q1 2020
YouTube which is the largest Millennials contributed to With 1.3 Billion population video sharing platform has Entertainment, Music & ~70% of the viewership on Audience is tuning in to under lockdown in India garnered over ~300 B views News were the top 3 genres YouTube in Q1’20. Around watch long length videos people are looking at new in Q1 only which is 13% based on content 75% of the overall views in such as full movies & live ways to entertain more than Q4 2019 & 11% consumption contributing Q1 were contributed by news telecasts. Although themselves as well as to be more than Q1 2019. YT to ~220 B views in Q1’20. Male TG who were the retention rate is socially connected with gained ~830M Subscribers Serials, Reality shows and particularly keen in News inversely linked to the their friends and families. in Q1 2020 & out of all the regional music videos and Gaming related length of the videos, still People have been more genres rate of growth has garnered high growth in content. Female audience entertainment & news active on social media these been the highest in News & viewership. There has been was inclined towards channels are able to garner days with an average person politics due to events such a whopping 2x growth in watching Food, Recipe and >25% retention rate. spending over 4hrs per day as Covid-19 induced News content viewership Educational videos. Comedy videos come across as compared to previous lockdown, CAA/NRC from Jan to Mar’20 >90% of the views on YT as the most engaging for ~1.5hrs. clashes, Delhi elections were through Mobile the audience among others device. Covid-19 : Digital Impact (YT) Feb – Mar 20 +22% Views +26% Subscribers +1.4% Uploads Analysing Consumption Trends Amid Lockdown
Entertainment gained highest 38B views in Mar with an increase of 19% from 35B Feb followed by Music which garnered 28B views. Views Around ~70% & ~10% views were garnered by Movie & TV serial related +19% content respectively. Popular channels in Movie Space are “Zee Telugu” , Views “Goldmines Telefilms” & In TV Space are “Sony” , ”Zee’ & Colors Network.
News-Politics observed 70% & 95% increase in Views & Subscribers +70% respectively due to continuous monitoring of happenings around the globe Views amid Covid-19 scare. AajTak, ABP News & indiaTV were among the favorites. Content which performed well in this was National & International News – +95% Majorly related to Covid-19. Subscribers Analysing Consumption Trends Amid Lockdown
Kids & Animation gained 9B views in march with an increase of 26% from Feb, 9B emerging out to be a promising genre. Kids Shows & Cartoons stood out to be Views the most followed content type followed by Nursery Rhymes by creators such +26% as infobells & Chuchu TV. This can be a direct impact of children having lot of Views free time so they use digital media to entertain themselves.
On Vlogging / DIY & Home Decor Category each. People seem to be more +40% focused on personal lives & are utilizing these times to improve their Views household by trying something new and recycle as much as they can. Channels & which stood out in this genre were Beautiful Homes & MyMissAnand Subscribers
Decline in viewership on Travel related content Amidst Global shutdown. Travel -3% seem to be worst hit genre. Views Platforms Covered
Content Publishers Covid-19 Creators Brands Indian Government Content Analysis Numbers Analyzed
2.83 B Views
52.31 M Engagement
Please note: Engagement data for Facebook and Instagram are indicative – might be lower than actual numbers 26.1 K Uploads WEEK 8 • Hands clapping event during Janta Curfew on 22nd Mar • PM addresses nation on Mar 24; announces 21 days lockdown • All railways, passenger flights and inter-state transport banned • No. of corona virus patients in India crosses 1000 TIMELINE Covid-19 events WEEK 7 • PM addresses nation on Mar 19; requests & their impact on 10 K Janata Curfew • Indian army reports 1st Covid-19 Case Social Media Video Uploads 9 K • Work from home in place across several private-sector workplaces in the country 8 K
7 K WEEK 6 6 K • India suspends tourist visas till Apr 15 • 5 K Public places such as malls, theaters and pubs to be shut, No mass gatherings WEEK 5 WEEK 1 4 K • 15 tourists in India test positive for • Onset of Coronavirus in India coronavirus taking the total toll to 18 • 3 citizens found positive 3 K • Primary schools across various states • India evacuates its citizens from advised to be shut Wuhan Region 2 K
1 K
0 K Week8 Week7 Week6 Week5 Week4 Week3 Week2 Week1 Facebook Instagram YouTube Week 1 – 1st to 7th Feb 20 Total Uploads – 26.1 K Week 8 – 21st to 25th Mar 20 Covid-19
Analysis of Content Published by Creators & Influencers
Platforms Covered Covid-19 Content on Social Media by Creators
2.78 B 51.44 M 25.55 K Views Engagement Videos
Covid-19 Going Viral Creators: What's Working, Where? With Lockdown in place, Social Media is buzzed with creators and influencers publishing content around Covid-19.
Out of the 3 Major platforms analysed, YouTube being a Content Analyzed Content Analyzed Content Analyzed video centric platform • Hashtags Analysed : 42 • Views : 540.4 M • Views : 2.16 B outperformed other • Views : 77.17 M • Engagement : 11.06 M • Engagement : 27.85 M platforms on average • Engagement : 12.5 M • Uploads : 6.7 K • Uploads : 16.78 K viewership in this category of • Uploads : 2.05 K content. What’s Working What’s Working What’s Working Detailed Informational "Covid19" & "Covid_19" hashtags Prevention/Awareness Videos are Videos/Trivia around Corona Virus particularly performed very well with recommended, as they performed Celebrities from various and its treatment gained high avg a high avg views and engagement well in terms of avg. views and fraternities are taking up the views and engagement engagement responsibility to spread Popular Pages Popular Pages Popular Channels awareness around • RVCJInsta • OTVNews • Aaj Tak Coronavirus and encouraging • FilterCopy • PublicTV • ABP News their followers to #StayHome. • AajTak • Pkesarionline • Study IQ Education Content Analysed What are Creators Talking about Covid-19? Views : 2.16 B Engagement : 27.85 M Uploads : 16.78 K
Content Insights News Views: 78% Engagement: 64% Uploads: 77% • News Channels flooded YouTube by their content around Covid-19, accounting for 3 in every 4 videos published by creators on YouTube around the topic. General Trivia • Other than News Bulletin, Viewers also seemed to be interested in Views: 10% Engagement: 15% Uploads: 6% Informational Content around Covid-19, such as trivia and detailed explanation of CoronaVirus and events resulted from it- which was evident Prevention/Awareness from the considerable share of viewership and engagement gained by this Views: 5% Engagement: 7% Uploads: 9% segment in just 6% uploads. Some of the examples of such videos are: • “Ye Kya 21 Days LOCKDOWN?” – Shifuji’s Mission Prahar & Treatment • “CORONA VIRUS का असली सच आपके सामने | WHAT IS THE CORONA Views: 4% Engagement: 5% Uploads: 3% VIRUS? Everyone should know what it is.” - Mysterious Dunia
• Influencers: Key to engagement Symptoms While the presence of influencers in videos around Coronavirus did not Views: 2% Engagement: 4% Uploads: 4% significantly impact the average viewership, the average engagement was found to multiply by 4x. Corona Virus Explained • “Coronavirus | Explained” - Dhruv Rathee Views: 1% Engagement: 4% Uploads: 1% • “CORONAVIRUS - Everything You Need to Know (The Truth)” - FitTuber Content Analysed What are Creators Talking about Covid-19? Views : 2.16 B Engagement : 27.85 M Uploads : 16.78 K
Analysing News Trends: Viewership and Upload Share Content Insights
Views Uploads • 45% Lockdown and Janta Curfew accounted for 18% News Uploads around Corona Virus on YouTube. The videos performed well in terms of both viewership as well as engagement, gaining an avg viewership of 243K. 35% 31% • Daily updates of Corona Virus Stats, on the other hand, turned out to be redundant for the viewers. These videos managed to gain just about half 24% the average views (70 K) than that obtained by the overall News Category
21% (130 K). 18% • Debates/Special Shows emerged to be a popular News Category, despite accounting for low share of uploads. Videos with keywords ‘Special 7% 7% Report’, ‘Special Story’, Discussions on Impact of CoronaVirus on the 2% 4% country etc seem to be working well for the News Channels. 3% 1%
Lockdown/Janta Updates Debate/Special Show Economy Self isolation Others Some of the popular videos around debates/Special Shows are: Curfew Crisis/Impact • China को ममल गयी Coronavirus की Medicine | Tez Special Report • Coronavirus पर आंखᴂ खोल देने वाली ररपोर्ट | Special Report by Aaj Tak News Views: 1.7 B Engagement: 17.8 M Uploads: 13 K Content Analysed Popular Creators & Influencers Views : 2.16 B Engagement : 27.85 M Uploads : 16.78 K
Popular Creators
Aaj Tak ABP News BBC News Hindi DLS News India Today
471.5M 2.9M 67.7M 685K 73.7M 90.5K 59.5M 1.2M 34.3M 244K
Popular Influencers Several doctors and experts also took to YouTube to discuss Covid-19 related content:
• "98#Corona virus चा खोकला आणि साधा खोकला कसा ओळखायचा|How to identify corono infection – By Dr Nagarekar • Can science detect Corona Virus – By Dr. Biswaroop Roy Dhruv Rathee Madan Gowri Dr Rajesh Kumar Chowdhury 6.6M 6.4M 4.2M Views Engagement Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channel Content Analysed What are Creators Talking about Views : 540.4 M Engagement : 11.06 M Covid-19? Uploads : 6.7 K Content Insights News • Similar to YouTube, the category News dominated the Content around Corona Views: 83.2% Engagement: 77.9% Uploads: 81.7% Virus on Facebook. • However, unlike YouTube, videos around Prevention/Awareness garnered Prevention/Awareness substantial popularity on Facebook. The category led the charts in terms of Views: 13.4% Engagement: 19.8% Uploads: 10.2% average viewership (108 K) • Informational content failed to work its magic on Facebook (contrary to Symptoms YouTube). Given the less share of viewership, Videos around Self-isolation Views: 0.5% Engagement: 0.3% Uploads: 1.2% also did not work well on Facebook. • Influencers from various fraternities such as Bollywood, Sports, Politics stepped up on Facebook to spread awareness around the epidemic. General Trivia Some of the videos posted by the celebrities include: Views: 0.2% Engagement: 0.1% Uploads: 3.7% • “Don’t go after Bakri Cow, Dal sabzi zyaada Khao, Bheed bhaad mein kam jao, Trim ho jao, Gym Jao #CORONAVIRUS sey bachney ka Indian Treatment tareeka?” – Baba Sehgal Views: 0.1% Engagement: 0.1% Uploads: 1.8% • “Akshay Kumar on Facebook Watch” – By Akshay Kumar
Miscellaneous Views: 2.6% Engagement: 1.7% Uploads: 2.5% Content Analysed Popular Creators & Influencers Views : 540.4 M Engagement : 11.06 M Uploads : 6.7 K
Popular Creators
OTVNews Public TV Zee24Ghanta PKesariOnline Dinamalar Daily
56.88M 1.7M 41.6M 0.45M 73.7M 90.5K 19.46M 279K 17.90M 404K
Popular Influencers Top videos on Facebook by some influencers to discuss Covid-19 related content: • “कोरोना का जो मूल कारि है कक……………….. मलए जबरदत कारगर हℂ। #HealthTips #Coronavirus #Yoga #coronavirusindia #CoronaAlert – Swami Ramdev • “Na Haath Milana..Na Baahar Jana..#Corona #Covid2019 #TejasGambhir अब बस करो ना !!” – By Abhijeet Bhattacharya Swami Ramdev Mohanlal Shashi Tharoor
5.02M 2.47M 684K Views Engagement Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire page Content Analysed What are the popular hashtags used Hashtags Analysed : 24 Views : 77.17 M Engagement : 12.5 M by Creators? Uploads : 2.05 K Content Insights • Instagram as a platform is very popular for hashtags and most of the creators use some kind of hashtags in almost each and every post. #Coronavirus , #Corona & #Covid were the Top 3 most used hashtags, also garnering the highest views among all the keywords used i.e. 48M, 43M & 24M views respectively
• Popular hashtags (mostly related to coronavirus) were being used together in majority of the posts e.g. #Coronavirus , #Corona. Interestingly Janta Curfew imposed by PM Modi in India and tags related to #Quarantine garnered high viewership on Instagram. (Within Top 10).
• Similar to Facebook, Instagram was also flooded with Celebrities and their appeal to masses to take precautions against the virus. Kartik Aaryan’s Pyaar Ka Punchnama style IGTV Video gained massive popularity, gaining more than 11M views.
• Some other popular videos by celebrities on Instagram included: • “For the first time in life, the winner will be the one who will stay put! This is a race, one which will save us...Say yes to #SocialDistancing” – By Akshay Kumar & • “Kya aap bhi is callertune se darte hai?” – By Ashish Chanchlani
Note : Word cloud is based on Views of Top 15 Hashtags on Instagram Content Analysed Popular Creators & Influencers Hashtags Analysed : 24 Views : 77.17 M Engagement : 12.5 M Uploads : 2.05 K Popular Creators
RVCJ Media Filter Copy POPxo Daily Aaj Tak NDTV
8.95M 1.7M 6.17M 1.1M 1.5M 184K 17.90M 404K 2.21M 193.4K
Popular Influencers Top videos on Instagram by some influencers to discuss Covid-19 related content: • “Let’s utilise this 'precious' time to ………… Swasth raho, mast raho! – By Shilpa Shetty • Social distancing is the need of the hour!It’s a tough call……………We are in it together and we will see this through... Let’s beat #COVID19 together??? #StaySafe – By Mahesh Babu Akshay Kumar Shilpa Shetty Kartik Aaryan
2.43M 1.12M 1.49M Views Engagement Please note: Views and Engagement numbers are based on the hashtags around Covid-19 only & not for the entire profile Covid-19
Analysis of content published by Brands
Platforms Covered The Social Media Buzz by Brands
12.15 M 200.55 K 253 Views Engagement Videos
Covid-19 Going Viral Brands preferred publishing videos related to Covid-19 on Facebook and Brands: What's Working, Where? Instagram. The two platforms accounted for more than 75% video uploads by Brands around the topic.
What brands must have not anticipated was that YouTube would perform better in terms of fetching viewership on their videos. The average views on YouTube videos by Content Analyzed Content Analyzed Content Analyzed brands was found to be 65% more than that obtained on Facebook. • Views : 854.29 K • Views : 6.44 M • Views : 4.8 M Instagram’s avg views were not even • Engagement : 76.90 K • Engagement : 71.82 K • Engagement : 51.8 K close. • Uploads : 77 • Uploads : 121 • Uploads : 55 While Instagram may have failed to What’s Working What’s Working What’s Working fetch high views for Brands, it compensated by obtaining a high Explanation, Awareness and Posts raising awareness are gaining Awareness Posts are doing well, as share of engagement. Impact are the three types of YT high engagement, while Product seen from their high share of views content gaining a high share of Sports brands/Celebs i.e. IPL team Promotions are grabbing as well as engagement viewership owners/Cricketers were active in considerable views. spreading awareness on FB & Insta Popular Pages Popular Pages Popular Channels whereas Health/Personal Care , BFSI Brands were active in all 3 Platforms. • MX Player • Bajaj Allianz • Apollo Hospitals • Bajaj Allianz • Godrej • Patanjali Ayurved Content Analysed Views : 4.8 M Covid-19 content by brands on YouTube Engagement : 51.8 K Uploads : 55
Corona Virus Explained Views – 39.51% Engagement – 43.26% Content Insights Uploads – 20% • Health , Fitness , Personal Care are the Industries which published content around Covid-19 on YouTube. Corona Virus Impact Views–19.04% Engagement–6.09% • Health brands like “Apollo Hospitals” & 1mg tried to explain the virus. For Uploads – 7.27% example – Apollo Hospitals published a video in Hindi which garnered ~1M views. Awareness Related Views – 17.50% Engagement – 20.41% • 1 video 2 Messages kind of content was also seen i.e. promoting the brand Uploads – 27.27% itself and also giving some information on preventing Covid-19 e.g. Dettol made a video on “Preventing the Spread Of Viruses Symptoms #ApniSurakshaApneHaath” & Patanjali did “How To Boost Immune System Views – 17.07% Engagement – 18.51% Against Coronavirus Infection | Patanjali Products” Uploads – 16.36% • ~75% of the viewership was on content related to Covid-19 Explanation , Impact & Awareness. General/Others Views – 6.88% Engagement – 11.73% Uploads – 29.10% Content Analysed Views : 4.8 M Popular Brands & Celebrities Engagement : 51.8 K Uploads : 55
Popular Brands
Apollo Hospitals Patanjali Ayurved Tata Motors 1mg Motilal Oswal
2.8M 31K 0.8M 12K 0.7M 33 0.3M 3.5K 0.2M 2.8K
Popular Celebs • Celebrities were seen in the advertisements of the personal hygiene brands like Dettol and Lifebuoy:
• “Preventing the Spread Of Viruses #ApniSurakshaApneHaath” by Dettol India featured Madhuri Dixit • "A Public Service Message from Lifebuoy “ featured Kajol Madhuri Dixit Kajol
9.7K 2.9K Views EngagementKajol Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channel Madhuri Dixit Content Analysed Covid-19 content by brands on Facebook Views : 6.44 M Engagement : 71.82 K Uploads : 121
Content Insights Awareness Views – 82.11% Engagement – 83.93% • Industries that were active on fb during this time are Uploads – 73.55% • Healthcare – Fortis & Max, Sports – IPL Teams, Personal Care – Godrej, BFSI - BajajAlliance
General Content • Awareness on Covid-19 dominated the content type on Facebook on all the Views–11.17% Engagement–11.30% KPI’s i.e. Views , Engagement & Uploads followed by Generic & Product Uploads – 12.40% Promotion.
Product Promotion • Some of the popular videos on fb are: Views – 6.66% Engagement – 4.58% • “Coronavirus has been causing much panic. But there's something you Uploads – 13.22% can #SpreadToProtect more people from falling ill: awareness about preventive measures – By Godrej” News & Updates • “In these troubling times, can you be the #TrueFriend that our society Views – 0.05% Engagement – 0.18% really needs? - By BajajAlliance“ Uploads – 0.83% Content Analysed Popular Brands & Celebrities Views : 6.44 M Engagement : 71.82 K Uploads : 121
Popular Brands
Godrej Bajaj Alliance Tupperware India Max Healthcare World Bank India
2.2M - 1.1M 9.5K 0.5M 8.4K 0.3M 3. 4K 0.2M 1.3K
Popular Celebs • Shahrukh Khan and Preity Zinta alongwith other cricketers from IPL franchise Kolkata Knight Riders and Kings X1 Punjab were active on facebook promoting awareness around the topic:
• “#SRK's message to everyone out there: "Don't panic, stay safe, keep away from misinformation." • ""Don't spread the virus, spread love!" - Preity G Zinta's word of Shah Rukh Khan Preity Zinta advice for everyone during this tough time!
0.2M 0.2M ShahViews Rukh Khan EngagementKajol Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire page Madhuri Dixit Preeti Zinta Content Analysed Covid-19 content by brands on Instagram Views : 854.29 K Engagement : 76.90 K Uploads : 77
Product Promotion Views – 47.34% Engagement – 9.23% Content Insights Uploads – 22.08% • Brands are not leaving any stone unturned to make effective use of this tough situation by going with the current trends and marketing themselves General Content effectively. This can be seen from the fact that “Product Promotion” content Views–27.87% Engagement–46.47% type garnered 47% views. Uploads – 33.77% • Some of the videos that gained traction around brand promotion are: Awareness Related • “All for FREE on MX Player - Not contagious. Only addictive – MX Views – 23.09% Engagement – 43.71% Player” & Uploads – 40.26% • “Because we care! All our Health Insurance Policies offer coverage for Coronavirus - BajajAlliance“ DIY • Videos around awareness & things to do during lockdown have also gained Views – 1.66% Engagement – 0.52% Uploads – 1.30% high engagement: • “Perfect time to brush up on all the makeup skills in the world, you got this! – MyNykaa” Campaign & Tentpole • “Know the symptoms from DishTV Channel No. 92 and in case you see Views – 0.05% Engagement – 0.08% them near you, call +91-11-23978046 – Dishtv.India” Uploads – 2.60% Content Analysed Popular Brands & Celebrities Views : 854.29 K Engagement : 76.90 K Uploads : 77
Popular Brands
MX Player Tripoto Community Bajaj Alliance KXIP official MyNykaa
233K 2.6K 96K 7.1K 92K 757 80K 27.4K 48K 27.4K
Popular Celebs
• IPL Celeb & Stars also published Covid-19 related content:
• “Ajinkya Rahane shares some vital tips on how you can help protect yourself and others & fight #COVID1” • "Don't spread the virus, spread love!“ – Preity ZInta
Preity Zinta Ajinkya Rahane
46.9K 19.8K Views Engagement Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire profile Covid-19
Analysis of Content Published by Indian Govt.
Platforms Covered Covid-19 Content on Social Media by Govt. of India
37.69 M 674.10 K 315 Views Engagement Videos
Covid-19 Going Viral What's Working Where? – Content around Indian govt. is trying their Covid-19 by Indian Govt. level best by using all the available social media platforms to make everyone aware & educate every citizen about Covid-19. Content Analyzed Content Analyzed Content Analyzed Out of the 3 Major • Views : 85.70 K • Views : 2.58 M • Views : 35.02 M • Engagement : 16.35 K • Engagement : 66.18 K • Engagement : 591.54 K platforms analysed, • Uploads : 22 • Uploads : 124 • Uploads : 169 YouTube being a video centric platform What’s Working What’s Working What’s Working outperformed other PM’s Interaction & Discussion Covid-19 related information Press releases performed well worked well on YouTube on the platforms on all KPI’s in worked well on Instagram on cumulatively as well as on per basis of Views & Engagement per this category of content. cumulative & per upload basis. video basis on Facebook Upload On YouTube , Even PM Popular Pages Popular Pages Popular Channels Modi’s Channel gained • PIB • AAPkaArvind • Narendra Modi • Doordarshan • PIB • Doordarshan huge traction because of • Ministry Of Health the content published on Covid-19 Content Analysed Views : 35.02 M What Govt. is Doing: Covid-19 Engagement : 591.54 K - YouTube Uploads : 169
Covid-19 Views - 48% Content Type Engagement- 27% Content Insights Uploads - 22%
1.Awareness Views - 34% • Narendra Modi has huge following even on Social Media and in these Engagement- 55% tough times people are following him more aggressively. Content on PM Uploads - 8% Modi’s Address to the nation gained high traction which can be seen from 2.PM Address high per video viewership & engagement. Views - 12% Engagement- 10% • Covid-19 awareness is the most viewed category on overall level, Popular videos in this category are 3.Explaination & Trivia Uploads - 4% • Follow these simple steps to avoid spreading of Corona Virus by Views - 5% Narendra Modi & Engagement- 7% • हम सब ममलकर #COVID19 से ल蔼 सकते हℂ। इसको फै लने से रोकᴂ Uploads - 52% और बचाव के मलए सावधाननया車 बरतᴂ। by MOH 4. News / Updates Views - 1% • Govt is publishing lot of News related content on YouTube but that failed Engagement- 2% to gain traction i.e. 52% of uploads garnered only 5% of the category 5. Others/General Uploads - 13% viewership.` Content Analysed Popular Govt. Pages Views : 35.02 M Engagement : 591.54 K Uploads : 169 Popular Govt. Pages
Narendra Modi Doordarshan Ministry of Health PIB Rajya Sabha TV
22.88 M 427.13 K 4.91 M 74.97 K 2.47 M 19.34 K 1.54 M 18.15 K 1.49 M 46.76 K
• YouTube is a videos sharing platform so in order to spread a video message this seems to be an apt platform which can be seem from the fact that official govt channels are putting more content and are also getting more traction here on YouTube. PMO My Govt
1.03 M - 441.53 K 420
Views Engagement Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channel Content Analysed What Govt. is Doing: Covid-19 Views : 2.58 M Engagement : 66.18 K - Facebook Uploads : 124
Covid-19 Views – 75.1% Content Type Engagement- 96.1% Uploads – 8.1% Content Insights
1.Press Release Views – 16.2% • “Press releases” is the most popular type of content on fb garnering 75% of the overall views both on cumulatively basis as Engagement- 0.8% well as on views/upload. Popular channels that uploaded press Uploads - 54% releases are “AAPkaArvind” & “PIB”. 2.Awareness • Some of the popular videos in Press Releases are “Sharing Views – 4.7% the present status of Delhi govt's measures to tackle Engagement~0.1% #Covid19 #DelhiFightsCorona” & “लाइव?: नई दि쥍ली के 3.PM Address Uploads – 18.5% राष्ट्रीय मीडिया कᴂ द्र मᴂ #Covid-19 से स車ब車धधत हालात और तैयाररयⴂ की समीक्षा पर प्रेस वाताा” Views – 2.1% Engagement- 1.1% • Awareness related videos didn’t performed well on Facebook Uploads – 8.9% garnering 16% views on 54% uploads on Facebook 4. News/Updates • Examples of Awareness related videos are “Spread of Views – 1.5% #novelcoronavirus disease can be stopped...Washing your Engagement- 1.9% hands with soap after coughing and sneezing and before holding your child could stop spreading it” – Doordarshan 5. Others/General Uploads – 10.5% Content Analysed Popular Govt. Pages & Celebrities Views : 2.58 M Engagement : 66.18 K Uploads : 124 Popular Govt. Pages
AAPkaArvind PIB India Doordarshan National My Gov India Inbministry
1.76 M 63.63 K 307.27K 292 296.32 K 118 96.16 K - 58.51 K -
Popular Celebs
• Celeb’s like Amitabh Bachan focused their efforts on spreading awareness eg:
“Shri Amitabh Bachchan से जाननए कक कैसे व楍छता अपना कर आप भी Corona व उससे जुडी अफवाहⴂ को अंगूठा ददखा सकते है” & “#Covid-19 can be stopped. Together we can do it, all we need to do is to take some basic precautions: Amitabh Bachchan” Amitabh Bachan
20.29 K Views Engagement Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire page Content Analysed Views : 85.70 K What Govt. is Doing– Covid 19 Engagement : 16.35 K -Instagram Uploads : 22
Content Insights
• Covid-19 awareness is the most viewed category on Instagram. Govt. is trying very hard to spread awareness on Covid-19 so as to Views - 51% Covid-19 limit its spread effectively. Engagement- 44% Content Type • Govt. is also roping in celebs to spread strong message to their Uploads - 36% followers e.g. PIBIndia promoted a video of Sachin to spread awareness on Hand wash. 1.Awareness Views - 42% • Popular videos in awareness category are • @sachintendulkar gives a lesson in hand washing to fight the Engagement- 48% #coronavirus by PIB India & Uploads - 59% • PLEASE SPREAD -DON'T PANIC! #CoronaVirus : Basic 2.News Protective Measures If you have fever,cough and difficulty Views - 7% breathing, seek medical care at the earliest by DD National Engagement- 8% • News related content gained 42% out of the overall views on Uploads - 5% Instagram. Some of the videos that performed well are 3.General • LIVE NOW - PM @narendramodi and other #SAARC leaders Views - 75% in a Video Conferencing by DD National & • Prime Minister @narendramodi holds video conference with Chief Ministers of the states/UT by DD National Content Analysed Popular Govt. Pages & Celebrities Views : 854.29 K Engagement : 76.90 K Uploads : 77 Popular Govt. Pages
DD National PIB India Gujrat Tourism DD News Official BSNL Corporate
51.3K 10.60K 26.04K 4.26K 5.47K 1.23K 1.58K 159 791 102
Popular Celebs
• Celeb & Stars also published Covid-19 related content on Govt Pages:
• Sachin shared tips on How to wash hands properly while Amitabh Bachhan shared his thoughts on the precautions we can take to fight Corona
Sachin Tendulkar Amitabh Bachhan
26.04K 4.6K Views Engagement Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire profile Summary – Impact of Covid-19 on Digital media
Content around Covid-19 is Among Creators, Apart The Govt. of India efforts in Brands are publishing flooding the social media Creators are channelizing from News Channels who spreading awareness have videos vigorously on since Mar’20 with ~3B the content around News & are flooding the social been really successful on Facebook and Instagram. views on videos uploaded Updates related to Covid- media with News about YouTube. PM Modi’s While the platforms may on YouTube, Facebook and 19, while Brands are taking Covid-19, we also have channel on YouTube serve them good Instagram itself. it as an opportunity to celebrities and expert witnessed ~23M views engagement, exploring YouTube, being a video promote their products in doctors appealing to the particularly his address to YouTube can help them centric platform, conjunction with talking masses and spreading the nation gained huge garner wider reach. Health, outperformed Facebook about the preventive awareness. Informational traction. Press release were Fitness and personal care and Instagram in terms of measures. Govt. is utilizing content/Trivia is specific to most popular on Facebook. brands have primarily average Views on videos the power of social media YouTube while Awareness/ Government also roped developed content around around the topic. On the to spread awareness and Prevention Videos are doing celebrities like Amitabh this topic. IPL franchise have other hand, the latter took press releases in the well on Facebook. #Janta Bachhan and Sachin also been active in lead in gaining high country Curfew, #Quarantine are Tendulkar to publish posts spreading awareness engagement trending on Instagram on Govt. pages PLATFORM ANALYZED: YouTube LOCKDOWN IN INDIA: GEOGRAPHY: India IMPACT ON YOUTUBE CONSUMPTION DURATION OF ANALYSIS: Pre-Lockdown: 1st Mar ’20 to 21th Mar ’20 Post-Lockdown: 22nd Mar ’20 to 10th Apr ‘20 VIEWS
With Indians restricted to their homes Post-Lockdown 105.9 B since the onset of lockdown, the screen- 8.4% time activity on social media has shot up Pre-Lockdown 97.7 B significantly. Having more time at disposal and only limited indoor SUBSCRIBERS activities for entertainment, the video Post-Lockdown 377.1 M consumption trends have surged. 20.5% YouTube alone shows a 8.4% rise in Pre-Lockdown 313.0 M viewership, across a span of just 30 days. UPLOADS
Post-Lockdown 1.9 M
Pre-Lockdown 1.7 M 11.7% Most-Viewed Genres On YouTube: BEFORE & AFTER LOCKDOWN PRE-LOCKDOWN POST-LOCKDOWN Δ IN VIEWS Almost the same genres continue to dominate the Top-10 charts. It 1 Entertainment Entertainment 5% is only the genre Information (which also includes videos providing general information around Covid-19) which climbs up the ladder 2 Music Music -9% by gaining a 42% increase in viewership, resulting in Science & Tech th 3 News & Politics News & Politics 72% falling to 9 rank, and pushing Infotainment out of the Top 10.
4 Kids & Animation Kids & Animation 17% Genres such as Entertainment and Comedy have shown only a small change in views across the period. Interestingly, the 5 Comedy Comedy 8% viewership on Music Videos has declined by 9%. 6 Food & Recipe Food & Recipe 52% On the other hand, News & Politics, Food & Recipe and Gaming 7 Education Education 6% have emerged as the triumphant genres, all gaining a high share of eyeballs in the lockdown season. 8 Science & Technology Information 42%
9 Infotainment Science & Technology 1%
10 Gaming Gaming 23% Genre-Level Performance
GENRES VIEWS SUBSCRIBERS UPLOADS GAINERS News & Politics Food & Recipe Genres which have witnessed high growth Gaming Family & Parenting Art & Craft
STEADY MOVERS DIY & Home Decor Genres which have Education shown limited growth Entertainment Comedy
Music LOSERS Travel & Leisure Genres which have logged a decline in Fashion & Style consumption Business & Finance
Higher % growth compared to overall growth % Lower % growth compared to overall growth % Negative growth rate BIGGEST GAINERS
NEWS & POLITICS News & Politics secured the top spot among allFood the genres & Recipe – based on the views & subscribers growth from pre lockdown to post lockdown period. The surge is mostly 95% on the National news related to Covid-19 which is the headlines 24x7. Subscribers
AajTak & ABP news were the favorites among the audience during both pre & post Aaj Tak lockdown whereas post-lockdown, IndiaTV climbed up 2 ranks to reach the 3rd spot 72% ABP News India TV Views with ~90% of growth in views.
FOOD & RECIPE Cooking – which is a very popular hobby, has turned out to be a good past time in this lockdown period. Call it excess availability of time or helplessness, people are cooking new dishes and flooding the social media with its pictures. YouTube – with its vast library of 94% recipe videos, has turned out to be the savior for all those struggling to satiate their craving Subscribers as an increasing number of people are following YouTube to learn the recipes. Top 10 food channels post lockdown are all recipe-based e.g. "Village Cooking Channel", "Cook With Parul" etc .Village Cooking Channel which is on top in both pre & post lockdown Village Cooking Channel Cook With Parul 52% has a very unique way to cooking in village that too in bulk quantities. Views BIGGEST GAINERS
GAMING Gaming which is male dominated genre has also observed a decent growth in this analysis period. Young adults & Students, who are the primary TG of Gaming, are stuck 35% in their houses with loads of free time at their disposal thus being glued to their Subscribers screens. Walkthrough & Gameplays is a major category in gaming which is preferred by the audience, followed by Tips,Tricks & hacks. Techno Gamerz which is one of the top 23% Techno Gamerz performing channels in lockdown period is also making gameplays on games like GTA . Views
FAMILY & PARENTING In these fast moving times, lockdown has brought a silver lining in terms of people can spend more time with their families. In turn, the audience is coming up online to learn 68% more about how to manage their families effectively which can been seen from ~68% Views increase in views from the pre lockdown period.
Creators like "Mom Com India" are creating content e.g. "Top-5 Simple Indoor 16% Engagement Activities for Kids" which seemed to be very apt as per the current Mom Com India Uploads situation. BIGGEST GAINERS
EDUCATION Education genre gained a huge traction in terms of uploads with an increase of 120% from pre to post lockdown. Subscribers & Views gained seemed moderate with ~6% increase. 120% Uploads StudyIQ & Wifi Study were the top 2 channels in both the analysed duration which Study IQ India Unacademy JEE focused on Govt Exams whereas JEE related channels like "Unacademy JEE" gained 67% more views in post lockdown period.
ART & CRAFT 27% Effect of more free time can be seen directly on genres like Art & Craft which observed Subscribers ~30% Increase in Views & Subscribers on just ~13% increase in uploads. Popular channels that gained high viewership in lockdown period are e.g. "Hetal's Art" 31% & "Artkala" , these are making content around Crafts & Tips on Resuing Old material. Views Hetal’s Art ArtKala 14% Uploads BIGGEST LOSERS
BUSINESS & FINANCE Global economy is on the verge of recession due to coronavirus. Globally business & trade 47% Subscribers has been put on hold under these conditions. TheFood loss of & earning Recipe has also resulted in the lose of interest of people thinking of trading or doing any business. Consequently, under these prevalent conditions Business & Finance genre as a whole has seen a decline in views 7% as well as uploads post shut down. Views
TRAVEL & LEISURE 23% Since a few months, there has been a decline in the interest of Indians watching travel Views related content on YT. Covid-19 and lockdown, rubbing salt on the wounds, has led to a considerable amount of decline in viewership by 23% despite an increase in uploads by 16% 16% when compared with pre lockdown period in March. Uploads
MUSIC The consumption of Music as a genre, is vast as compared to the rest. Comparing its consumption between Pre & Post Lockdown, the genre retained its 2nd spot – ranking next to Entertainment. However, internally it observed a Fooddecline &of Recipe9% in views. One fact owing to this decline is the absence of new releases in the Bollywood - which is one 9% of the best performing sub-genres within Music. Bollywood music creators i.e. T-Series & YRF Views showed a decline in content consumption during the period by ~15% & ~18% respectively T-Series Search Trends – Youtube (India) BEFORE & AFTER LOCKDOWN
Food & Recipe DIY Education Gaming 100 Pre Lockdown Post Lockdown When we looked at what the audience is searching 90 on YouTube, the trends are quite interesting. Post lockdown, there is an incredible growth in searches on Recipe, How-To, Learn and Gaming 80
70 Genre Keyword
Food & Recipe Recipe 60 DIY How-to
50 Education Learn
Gaming Gaming 40
30 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
• Above data is showing the trends of search volumes scaled between 0-100 where 0 is min. & 100 is max. (100 is the reference value of the maximum searches of any keyword in that time frame) Source: Google Trends • Week 1 – 1st Mar to 7th Mar , Week 6 – 5th Apr to 10th Apr Growth in Content around Covid-19
Pre Lockdown Post Lockdown Growth 1.3B 2.6B +98% Views Views Views 14.9M 44.5M +199% Engagement Engagement Engagement
9.3K 21.4K +130% Uploads Uploads Uploads Thank You.