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%.