Tricolor has described genre preferences of the clients using satellite television and the Internet during self-isolation
During the lockdown imposed due to the coronavirus pandemic the Russians started to watch less broadcasts of sports events and pay more attention to the programmes dedicated to history and culture, as well as programmes for children. Tricolor has published its own data on the use of the Internet and television and also results of the research on genre preferences of the satellite television users, which was conducted by one of the largest TV audience measurement companies in Russia, Agency 2, being a member of the GS Group holding.
Television became the main form of the stay-at-home entertainment for many Russians. From 1 April to 17 May 2020, each user and their family members watched satellite TV for 167 minutes a day on average. This figure is 18% higher than the last year's figure for the same period (141 min.). A TV rating, which takes into account the number of viewers and the length of TV viewing, also increased by almost 2% and amounted to 11.6% in comparison with 9.8% in 2019.
Programmes about history and culture were particularly popular among clients of Tricolor during self-isolation. Within the period from 1 April to 17 May 2020 the rating of the programmes on these topics doubled in comparison with the similar period of the last year.
Television became the main form of the stay-at-home entertainment for young TV viewers as well: the rating of programmes for children increased by 73%.
The rating of entertainment programmes shown on channels broadcasted by Tricolor increased by 23%. During self-isolation the viewers also started watching more TV series: their rating increased by 20%. A negative trend was recorded with regard to sport programmes (- 60%) due to suspension of sports events around the world, as well as music programmes (- 40%) and talk shows (- 11%).
According to Tricolor, within the period from April to May the share of TV viewing of the company's channels broadcasting movies and TV series increased from 11% to 12%, while the popularity of the first and second multicast channels decreased from 59.2% to 53.8%. On the Internet (OTT), the share of Tricolor's channels broadcasting movies and TV series also increased from 25% in April to 27% in May. It is worth noting that the share of viewing of the first and second multicast TV channels via the Internet decreased dramatically from 54% to 37% according to the results of the year (from June 2019 to May 2020).
The main increase of satellite channel viewers was recorded among clients aged over 55 years old. The number of viewers in this age group increased by 35%. The increase of the viewers in 4-17 years old and 35-54 years old categories amounted to about 23%, and the smallest increase was recorded among viewers aged 18-34 (+10 %).
During the lockdown period the rating of content for children increased by 73% in comparison with the same period of the last year. It was the most significant among the viewers aged 18-34 (90%). As for young viewers (4-17 years old), this figure is the lowest among age groups (+41%), since they are initially the main consumers of the content for children. As for the same age group of viewers, the highest rating growth rates were recorded with regard to period movies, including those about war, and programmes about culture (+181%).
Agency 2 has also compared data for the period from 1 April to 17 May with the data for the period before lockdown imposition in Russia for more accurate analysis of changes in viewing various genres of TV programmes. Detailed information is shown in the graphs.
Agency 2 is a research company and a member of GS Group. It owns a measurement panel for assessment of viewing of the satellite channel content by TV audience, it studies and measures the levels of TV viewing of Tricolor's channels.