COVID-19 and its impact on Digital Media Consumption in India

COVID-19 and its impact on Digital Media Consumption in India

As India grapples with a new way of life, it is impossible to not see the impact on digital media consumption. Consumers have had to change their lifestyles significantly as social distancing, working from home, closed schools and canceled travel/events disrupt daily routines.

As part of OYE Group Digital ongoing investigation into the COVID-19 and its impact on the Media and Advertising industry around the world, we now spotlight trends in India. We study key areas of digital consumption that are the most impacted by this pandemic.

News Consumption

Compared with the week of Feb. 10-16, 2020 visits to websites and mobile apps in the “General News” category increased by 61% in the week of March 16-22, 2020. However, most of the increase occurred recently: compared with the week of March 9-15, 2020, visits went up by 50% during the week of March 16-22, 2020.

Finance Markets Consumption

As financial markets fluctuate with the spread of the pandemic, the reach of, and engagement with, digital content within the “Business News” category have surged. The number of unique visitors increased by 22% between the weeks of March 9-15, 2020 and March 16-22, 2020, while the increase in total visits was 34%, and total minutes increased by 27%

Healthcare

As people sought information about this relatively novel illness, traffic to health-related websites increased. Between the weeks of Feb. 10-16 and Mar 16-22, 2020, visits to health information websites and mobile apps increased by 25%.

Sports

The disruption of sports events was reflected in a decline in the reach of, and engagement with, sports websites or mobile apps. The sharpest decline occurred during the March 16-22, 2020 week: compared with March 9-15, 2020, visits to websites and mobile apps in this category declined by 76%; total minutes spent on this category declined by 87%.

Travel

Be it hotels, flights, or ride-sharing, the pandemic forced people to abandon their travel plans and stay at home. As a result, compared with the week of Feb. 10-16, 2020, visits to online travel agents’ websites or apps declined by 55% during the week of March 16-22, 2020.

Online Gaming

Devoid of sports, travel, and any social activities, many have turned to online games. Between the weeks of Feb. 10-16, 2020, and March 16-22; 2020, visits to online gaming websites or apps increased by 24%. Engagement, as measured by time spent on gaming sites or apps, increased by 21% during the same time period.

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