People are staying at home and relying on their televisions as a primary source of news, information, and entertainment. That caused a 60% increase in the amount of content being consumed, according to the researchers.
TV viewing in times of crisis is growing in US , where they already are spending approximately 12 hours each day on various media platforms, and where the consumption of the biggest broadcast networks increased to nearly 19 % vs. 2019.
The same trends are also showing in South Korea where they reported the 17 % increase in Television consumption, which is approximately 1.2 million viewers, in Taiwan where the TV audience grew by 1 million viewers and Italy with a 6.5% increase in TV viewing.
The growth has been driven by both news consumption, as well as citizen’s decision to stay indoors. Not only TV consumption, but also visits of social networking websites and mobile apps went up by 12% in France, 31% in Italy, 48% in Spain, and 12% in the UK, but as the researches show the increase happened gradually and only in the last month.
The increased TV time might explain an adjustment to programming schedules. From an advertising perspective, brands and agencies will need to adjust which products are being marketed, as well as the tone in which they’re delivering they’re messages.
In these times, content creators, networks, studios, media agencies, advertisers, and brands have significantly more opportunities to engage with consumers simply because of the apparent correlation between the time at home and media consumption.
Download our Industry Trend paper and read more about the presented topic.
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Stay safe and practice social distancing.