As per Hammerkopf Consumer Snapshot Survey conducted on 28th March 2020 across 1,300 people in New Delhi, Mumbai, Bengaluru and Chennai, over-the top (OTT) media consumption too saw a spike, with 71% people watching more than a week ago.
Hotstar, Netflix, Prime Video are gaining good traction. 76% of those surveyed indicating watching TV between 8 am – 9 am. 79% of those surveyed confirmed tuning into Doordarshan to watch Ramayana and Mahabharata. It remains to be seen how much eyeballs Doordarshan captures, and is able to sustain in the week ahead.
The decline was witnessed by Radio and Music streaming consumption this week with 89% of those surveyed confirming listening lesser to them due to lack of commute. Out-of-home (OOH) media lost more eyeballs this week, with 91% of consumers seeing fewer billboards than a week ago.
Study revealed that Internet browsing saw a 72% spike, than a week ago, with people turning to it for information and news on the pandemic. Digital consumption also continued to remain high, with more Indians seeking DIY videos, essentially for downloading home-cooking guides (89%), to maintain health and fitness apps (88%), and to seek new learning opportunities on edtech apps (88%).