What are the impacts of COVID-19 pandemic on our media consumption? Read our analysis of how the lockdown has shaped our media consumption.

The Coronavirus outbreak which peaked in 2020, created a chaos all around the world. Most of us had to change our lifestyles significantly as social distancing, working from home, closed schools and cancelled travel/events became the new normal.                                     

A new normal amid all the pandemic has also been the significant growth of media consumption in our lives. Indians were consuming a lot of digital media while the pandemic was at its peak in 2020-2021, wherein two lockdowns were imposed throughout the country.

The infographic below illustrates just how an Indian on an average spent time consuming different types of media before the pandemic (i.e. 2019-2020) and during the peak period of the pandemic (i.e. 2020-2021)

Increase in digital media consumption in 2020-21 from 2019-20

There has been an unprecedented level of media consumption for entertainment, especially various forms of digital media like social media and OTT. OTT consumption accounted for 23 per cent of total media consumption during 2020-2021, more than double of what it was in 2019-2020 (11 per cent). The time spent on OTT increased to nearly 3 hours during the peak COVID time to ~4 hours.

Unsurprisingly, a significant percentage of Gen Z reported an increase in digital media consumption in 2020-2021 in comparison to pre-pandemic habits. This bump was driven by higher use of online videos, video games, social media and OTT.

The popularity of traditional outlets like broadcast TV and radio declined from their peak pandemic period highs, though they are still significant relative to pre-pandemic levels.

Habits that were picked up during 2020 are likely to linger, even as life finally returning to normal. These habits of media consumption definitely are being targeted by the relevant marketing and advertising companies to showcase their products & services.

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