‘GOT’ fans prefer good quality broadcasts after leaks: Zapr Media Labs

Zapr Media Labs’ in-depth study shows the iconic show’s penetration in major cities, migration from other top viewed genres and channels, loyalty and other key metrics

e4m by exchange4media Staff
Updated: Oct 23, 2017 8:39 AM

Despite the few back-to-back episode leaks later, fans still preferred good quality broadcasts of Game of Thrones later, according to an in-depth study by Bangalore-based media tech start-up Zapr Media Labs. In fact on television it also witnessed migration from Hindi GECs, movies and even news channels. It conducted in-depth research across our user-base of 40+ million smartphone users to accurately profile audiences who tuned into GOT on their TV sets. The study covers show-penetration in major cities, migration from other top viewed genres and channels, show loyalty episode-to-episode and other key metrics.

Aditya Kulkarni, Vice President, Data Insights, ZAPR Media Labs, shares the findings, “'GOT’ opened up with 0.3 million viewers tuning for the first episode and it continued upward slop ending with 0.4 million viewers for the finale. The intrigue of who saved Jaime Lannister ensured that season culminates on a high note with 0.4 million viewers for the finale. There was extensive audience migration from Hindi GECs (56per cent), Hindi Movies (48 per cent).
Star World retained much of its viewership-base for ‘Game of Thrones’ telecasts with 80per cent of channel viewers tuned in for the complete season on TV." About 0.3 million viewers tuned in for the first episode on July 18. ‘GOT’ experienced an upward slope in viewership for the rest of the season culminating with 0.4 million viewers for the season finale. The season 7 experienced a sudden peak in the fifth episode with 0.33 million, perhaps the previous episode’s action-packed cliffhanger. Interestingly, the fourth and fifth episodes also share one of the highest overlap rate (14.2 per cent) as seen in the show-loyalty chart below.

Zapr TV analytics reveal that TV viewers migrated extensively from other channel genres to watch the show on Star World. The highest movement was from Hindi Entertainment channels (56.5 per cent) such as Colors, Sony Entertainment TV, Zee TV; Hindi Movie channels (47.8per cent) such as Star Gold, And Pictures, Zee Movies; and Hindi News channels (32.2per cent) such as NDTV India, Zee News and Aaj Tak, during the two months of the GOT on television.

Zapr TV analytics noticed a significant shift from other English Entertainment channels Colors Infinity, AXN, Zee Cafe and Comedy Central during the airing of ‘GOT.’ Interestingly, Star World retained much of its viewership-base for the show telecasts with 80 per cent of channel viewers tuned in for the complete season on television.

When it comes to its penetration in major cities Zapr with its smartphone-mapping technology and TV analytics, saw Bangalore and Pune having the highest reach penetration for ‘GOT’ among metropolitan cities, while Guwahati topped cities having above 1 million population, followed by Gurgaon and Noida.

What kind of mobile handsets were used for viewing ‘GOT’? Zapr’s smartphone-powered technology reveals that significant portions of individuals owned mid-end phones (32per cent) priced between Rs.7,000 – Rs. 16,000 and high-end phones (9per cent) priced above Rs.16,000 were used. This suggests that GOT’s TV audiences possess above-average purchase power with significant access to premium products and service.

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