Kids genre viewership grows to 9%, news & movies stable in Week 20: BARC-Nielsen

After seeing huge hikes in previous weeks, a drop is seen in TV Viewership and smartphone consumption in Week 20

e4m by exchange4media Staff
Updated: May 30, 2020 10:31 AM

The viewership of kids genre has grown to 9 per cent in Week 20. News and movies genres, after peaking to 21 per cent and 29 per cent viewership shares respectively, are stable at 15 per cent and 26 per cent, respectively. However, both the genres are still operating at higher than pre-COVID levels. The numbers have been released in the ninth edition of BARC India-Nielsen joint report on TV viewership and smartphone consumption behaviour during COVID-19.
For television, the total TV viewership recorded 1 trillion viewing minutes in Week 20, which is lower than the previous weeks, although the consumption is still higher than pre-COVID levels. Total TV viewership peaked by 43 per cent (in Week 13) and is at present 15 per cent higher than pre-COVID viewing. Also, the daily reach continues to be over 600 million.
Meanwhile, the smartphone usage has seen a gradual drop, though is still 11 per cent higher versus the pre-COVID period.
As per the report, TV viewership growth over pre-COVID levels in NCCS A is higher than NCCS CDE, especially in Megacities. Also, the primetime TV viewership is 13 per cent lower than pre-COVID levels due to an effect of no original programming.
In regards to smartphone usage, though there is a drop in time versus previous weeks across categories, gaming, social networking, education, video conferencing, it is still much higher than initial weeks of lockdown. The consumption of smartphone stood at 3 hours 43 minutes/day in Week 20.

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