The intent behind this report is to provide insights into the evolving media consumption habits, content formats that are driving media consumption and media platforms & brands that are seeing an increased adoption by Indians during the Covid-19 outbreak.
The Media Lok
▪ TV, online video & social media emerge as the key mediums where Indians are spending majority of their time during these times of the pandemic.
▪ Higher time spent on TV observed for metros while Tier 1 cities driving consumption for YouTube.
▪ While we see an almost equal time spent on different social media platforms, higher time spent for Instagram in Tier 1 cities points towards the medium gaining traction beyond metros.
▪ Online music streaming apps and online games are the other mediums where Indians are spending close to an hour daily.
Executive Summary
TV, Online video & Social media emerge as the top entertainment mediums amongst Indians. Music streaming and Online games also strike a cord as Indians find new ways to keep themselves entertained.
▪ News and movies are the top performing genres on TV. Re-runs of popular mythological shows from the 80’s and comedy shows attract the most viewership in the GEC space.
▪ OTT platforms see a meteoric rise in time spent as Indians across geographies consume close to an hour and a half of OTT content everyday. Originals and latest movies keeping audiences hooked across platforms.
▪ Google’s most popular service, YouTube is another top gainer with close to two hours of daily time spent driven by comedy, music, movie and educational video content.
Pan-India Coverage
The research was conducted to best represent consumer sentiments across India. Research conducted in Metros as well as Tier 1 cities across the length and breadth of the country.
Centres – Metros: Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Kolkata, Ahmadabad & Pune.
Tier 1 cities: Jaipur, Indore, Lucknow, Guwahati, Kanpur, Chandigarh, Kochi, Patna & Bhubaneshwar.
Sample size – Total sample size of 1000+ respondentsspread across research centres.
Target Audiences
Broad TG selection to cover population across age groups, genders and professions 18+ years, Male/Female, NCCS AB, students/salaried/business/housewife.
