As India continues to remain under quarantine, a drastic shift in consumers consumption pattern is seen as families turn to their trusted TV sets as their primary source of entertainment. Acting as a great contributor during these unprecedented times, television has taken over the role of the informer, entertainer, stress reliever and a companion for the entire family. Indian television witnessed a growth in TV consumption of 49% (HSM Urban 2+) led by an all-time high in time spent with 1.27 trillion viewing minutes across India. This growth in TV consumption is majorly driven by movies nationwide with a 77% rise in viewership.
With this unprecedented shift in TV consumption, more and more viewers are turning to movie channels as a relief from the quarantine blues. Hindi movie genre has seen a rise in viewership by 87%. Within the pay Hindi movie universe, ZEE’s Hindi movie cluster emerged as a leader with cluster share of 35.5%. The cluster witnessed a surge in viewership with an increase in reach and TSV by 13.5% and 68% (184 minutes) respectively. While there is a growth seen across TGs, audience from NCCS A, Young, Male and matured adults between 31-50 were the main growth contributors for the cluster.
As families are adapting to the new normal of work from home and social distancing, viewing habits have shifted from prime time to all day viewing. While there was a growth in the prime-time viewership of 43%, non-prime time led the growth of viewership by 121% for ZEE’s Hindi movie cluster.
Taking into consideration the explosion in TV consumption, ZEE with a repertoire of movie channels and a 4800+ strong movie library across languages, is geared up to be the go-to-destination for a varied set of consumers.
ZEE is lining up some more blockbusters this summer with ‘Dabangg 3’, ‘Good Newwz’ and ‘Saaho’ set for television airings in the coming weeks.