BARC deciphers the impact of co-viewing on TV ratings

MUMBAI: A Broadcasters Audience Research Council (BARC) India study has noted that 23% of the viewership for Hindi GECs comes from the 2-14 year olds.

The study titled ‘Impact of co-Viewing on TV Viewership’ stated that 82% of the TV owning population co-views since India is largely a single TV households. It also said that 57% of the total time spent watching TV comes from co-viewing.

As per the recent Broadcast India Survey, 98% of the 197 million TV homes in the country still have access to a single TV. It further stated single TV home phenomena is as strong in urban India as it is in rural.

The average family size of the TV-owning households in India currently stands at 4.25 individuals. Of this, on an average 3.46 individuals per household prefers watching TV together.

Co-viewing, the study added, depends on the number of rooms in a home. Lesser the number of rooms, higher is the co-viewing instance.

As per the study, females aged 22-40 years spend maximum time in co-viewing with their kids. Further, the maximum amount of co-viewing happens between brothers and sisters.

The study also pointed out that 43% of time spent on TV comes from solus viewing.

The morning (6:30-8:30am) time band and prime time band (6-11pm) witness the maximum co-viewing. The morning co-viewing is primarily led by news channels which in the morning band airs news stories, astrology and health shows. Co-viewing instances remain the same during both weekdays and weekends.

Majority of co-viewing happens between adults of opposite gender/ couples, across age-groups. A striking 40% of co-viewing is seen between male (51-60 years) and female (41-50 years). Even the 41-50-year-old Male TV viewers and Females aged 31-40 year prefer watching TV together.

Females aged 22-40 years spend the maximum time watching TV with kids. While Females aged 31-40 spend 30% of the co-viewing time with their kids, Females aged 22-30 year spend 22% of their time watching TV with their kids.

Data also highlights the fact that the maximum amount of co-viewing happens between brothers and sisters. This may be because of the difference in choice of content between the two, which then leads to increased consumption of content on TV.

With 98% of homes in India having a single TV, viewership garnered by genres due to co-viewing is very high. GECs grab the biggest share of the pie with 52% co-viewing viewership. Movies & News closely follow with 22% & 8% viewership respectively. GECs and Movies grab the highest share of eyeballs as they cater to a larger group of audiences.

However, over 45% of the time spent on Hindi GECs and Hindi Movies respectively comes from Solus Viewing.

Of the 197 million TV homes in the country, only 2% of the homes have multi-TVs. Even Urban India has only 3% of the TV homes with multi-TVs. This translates into 18% of the TV-owning population watching TV alone. However, of the total time spent on watching TV, the contribution of Solus viewing is a healthy 43%. This is significant for both content creators and advertisers for better targeting.

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