Covid-19 : Impact on Video Consumption Trends - 2020 Report
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Covid-19 :
Impact on Video Consumption Trends
2020 Report
Table Of Contents
SCOPE & NUMBERS ANALYZED
1 Platforms and Areas covered in the report and
the Number of Posts analyzed to arrive at the
insights
YOUTUBE: Q1 2020 AT A GLANCE
CATEGORY DEFINITIONS Understanding how the consumption trends changed in
Q1 and the factors that led to it 4
2 A brief explanation of the content
categories in the report to help
understand the data and insights better
YOUTUBE: WHAT’S TRENDING &
KNOW YOUR AUDIENCE
SOCIAL MEDIA OVERVIEW
Finding out the genre preferences, trends and the
demographic distribution of the audience across
5
3 Identifying the recent trends in the wake
of CoronaVirus taking over our lives
top 10 genres along with Device Consumption.
Figuring out the ideal video length and retention
across genres
IMPACT OF COVID-19 ON SOCIAL MEDIA
Identifying the content consumption , Analysis of how
Creators/Influencers, Brands and Government Agencies,
6
utilized social media platforms to communicate with their
audience during Covid-19
IMPACT OF LOCKDOWN ON YOUTUBE CONSUMPTION
Analyzing Key Changes in Content Consumption Trends
on YouTube specifically during the Lockdown Period in
7
India
Scope | Numbers Analyzed
Platforms Analyzed Methodology
Data Extraction is done based on relevant
keywords around Covid-19
Numbers Analyzed
4.9 K Channels/Pages The analysis across 3 platforms is restricted to
26.1 K Videos Videos only. Analysis is based on public data.
All numbers and % for a specific time period
Geography Analyzed (Channels/Pages) are calculated basis the new additions in that
India time period only
Segregation of Content is done basis Vidooly’s
Duration of Analysis Title-based Data Mapping
Overall Analysis: Q1 2020
Covid-19 Analysis: 1st Feb ’20 to 25th Mar ’20 Trend Spotting on YouTube is done
Impact of Lockdown Analysis: 1st Mar’20 to 10th Apr ’20 basis most-viewed 100 videos
Content Analysis
Trends in Q1 2020 Country of profile is
Impact of Covid-19 on Social Media taken basis its content
Effects of Lockdown on YouTube Consumption
Analysing:
• Month-on-Month Analysis of Q1
• Types of Content published by various stakeholders
• Parameters such as Views, Subscription & Uploads
• Ideal Length Analysis
• Audience Consumption Pattern
• Popular channels
Defining Content Categories
Content-Type Definition
News Any news related to Corona Virus
Information related to Corona virus (What is corona, How did it
General Trivia
spread & From where it started)
Prevention/Awareness Steps to be taken to prevent the virus from spreading
CREATORS Treatment Different ways to treat the patients of Corona Virus
Symptoms Video explaining the related symptoms
Corona Virus Explained Detailed information about the Corona-virus related content
Sub-Category Of News Definition
BRANDS Lockdown/Janta Curfew Lockdown & Curfew related news due to Covid-19
Updates Daily Updates (+ve cases, recoveries & deaths)
Debate/Special Show Special shows or reports on corona virus
Economy Crisis/Impact Impact of Covid-19 on overall market, Financial loss
Others Other Miscellaneous news related to corona virus
GOVERNMENT ORGANIZATIONS
Content-Type Definition
News Any news related to corona virus
Prevention/Awareness Steps taken to prevent spreading of corona virus
Symptoms Video explaining symptoms of corona virus
Information related to Corona virus (What is corona, How it
General Trivia
spread & From where it started)
Treatment Different ways to cure the virus
Self isolation Stay home, self quarantine, Isolation related videos
Defining Content Categories
Content-Type Definition
Corona Virus Explained Detailed information about Corona-virus related content
Corona Virus Impact Impact of Covid-19 and global market, economy crisis
Symptoms Videos explaining symptoms of corona virus
Prevention/Awareness Steps to be taken to prevent the virus from spreading
CREATORS General/Others
Content around Treatments, daily Covid-19 case updates, and
other content such as Brand Promotions with Covid-19 as a
talking point
Content-Type Definition
BRANDS Videos made for spreading Awareness about Covid-19 like how
COVID-19 Awareness to wash hands including messages by famous personalities and
experts
General Videos like Things to do at home or an information
General
about a particular topic.
GOVERNMENT ORGANIZATIONS Product Promotion
News or Updates
Brand/Product Promotion with Covid-19 as a hook
News or Updates by a Brand around Covid-19
Content-Type Definition
Product Promotion Brand/Product Promotion with Covid-19 as a hook
Steps taken by Brands, Work from Home, Things to do during
General
Isolation
Content made for spreading Awareness about corona virus like
COVID-19 Awareness
how to wash hand, Precautions etc.
DIY DIY during self Quarantine
Campaign Campaigns related to Covid-19
Tent-pole Content related to some special Event like Holi
Defining Content Categories
Content-Type Definition
Content made for spreading Awareness about Corona virus like
Awareness
how to wash hand, Precautions etc
PM Address Videos on PM Addressing the nation.
Detailed information about Covid-19 and how it’s different from
Explanation & Trivia
CREATORS general flu
News or updates related to Covid-19 (Confirmed, +ve and no of
News/Updates
deaths)
Information about Symptoms & Treatments, Press
General/Others
Releases/Conferences, PM Interaction etc
BRANDS Content-Type Definition
Videos related to media briefing, press release or press
Press Release/Conference
conference
Content made for spreading Awareness about Corona virus like
COVID-19 Awareness
how to wash hand, Precautions etc
PM Address Videos on PM Addressing the nation.
GOVERNMENT ORGANIZATIONS News or Updates News or updates related to Covid-19
PM Interaction PM interaction with ministers or with citizens
Lok Sabha Session Lok Sabha discussion or Speech Videos
Contributions/Donations Videos for spreading the message for donations.
Content-Type Definition
Content made for spreading Awareness about Corona virus
COVID-19 Awareness
like how to wash hand, Precautions etc.
News related to SAARC, Covid spread, PM's address to the
News
nation
General Content like how to be a responsible citizen.
380 M Active Social Media Users in India
Facebook and YouTube: The most
popular social media platforms
amongst the Indian Audience
70% Penetration of YouTube in India
(as of Jan ’20)
Social Media:
What’s Going On? 69% Penetration of Facebook in India
(as of Jan ‘20)
Covid-19 and Social Media:
✓ Increase in screen-time and activity on social media
amidst lockdown in place
✓ Emergence of Quarantine Trends, Challenges and
Nominations on Social Media
✓ Social Media Platforms coming together in the times of
this unprecedented global crisis, taking several measures
to regulate misinformation hosted by them.
✓ Social media consumption has seen a rise with average
Indian spending 4 hrs. on social media while staying
indoors which is an increase of more than 1.5hrs as
compared to previous months
Source: HootSuite Digital 2020 Global Report
A glance at the
Content Consumption on YouTube
in Q1 2020
Content Consumption on YouTube
Q1 2020
308.53 B Views With the world’s biggest democracy under lockdown,
Indians are trying to adopt new lifestyle by staying
indoors and cultivating new habits to spend time.
830.49 M Subscribers Social Media platforms have seen a rise in this period
with Video sharing platform YouTube garnering over
~300 B views in 1st Quarter of 2020.
3.20 M Uploads
Content Consumption on YouTube
MOM – Q1
There has been an increase in the content consumed on YT in Views
the month of march despite fairly stable uploads across all 3 • Jan – 111 B
months - This can be due to people staying at home & • Feb – 89 B
adopting WFH • Mar – 108 B
Subscribers High views in Jan’20 is due to unusual peak observed in
• Jan – 270 M entertainment genre i.e. it garnered ~45% of the overall
• Feb – 248 M views across genres in Jan, this was due to high consumption
• Mar – 316 M of GEC content published
Uploads
Feb’20 saw a similar content consumption trend
compared to 2019 which was lower than other months • Jan – 1.13 M
in this quarter • Feb – 1.03 M
• Mar – 1.04 M
Top 10 genres fairly remained the same across all 3 KPI’s
except bottom 2 spots which observed a tough fight
between Gaming, Health & InfotainmentWhere does YouTube stand today?
Q1 2020 Q1 2020
vs Q4 2019 vs Q1 2019
+13% +11%
Views Views
-4% -38%
Subscribers Subscribers
+2% -6%
Uploads UploadsQuarterly Growth on YouTube
Viewership Trend on YT from Jan ’19 to Mar ‘20
308.5 B
YT Viewership hit a steep rise in 2020, with Q1 ’20 recording a 13%
286.6 B
growth over Q4 '19.
281.5 B
277.3 B
Genres which attained the highest viewership growth across the two
273.9 B quarters were Infotainment, News & Politics, Entertainment and Comedy.
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20
Uploads Trend on YT from Jan ’19 to Mar ‘20
The number of uploads on YT across Q1 '20 has shown a slight increase
3411.5 K with respect to Q4 '19.
3196.0 K
3223.7 K 3140.5 K
With all the free time in hand during the lockdown phase, creators are
2991.0 K
certainly utilizing their time by publishing more content – not only on
YouTube but across all social media platforms.
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20Quarterly Growth on YouTube
Subscription Trend on YT from Jan ’19 to Mar ‘20
The trend in the number of subscribers gained continued to
1340.6 M
plummet in Quarter 1 2020.
1022.4 M However, the quarter showed a promising trend, as the rate of
943.2 M
865.5 M 830.5 M decline reduced from 8% (in Q4 vs Q3) to 4% (in Q1 vs Q4).
This reduced decline in %age can be credited to the genre News
& Politics, as it was the only genre to record a Quarterly
subscriber growth of 25%. In fact, 50% of these subscribers were
Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20 gained exclusively during the Covid-19 phase i.e. in March’20.
It must be noted that as compared to Q1 '19, the rate of subscription in Q1 '20 has fallen by a sharp 38%.
It demonstrates that while people are enjoying watching more videos, they are now less likely to subscribe. Viewers don’t feel the
need to subscribe to their favorite channels anymore, possibly because YouTube tends to push the customized relevant content on the
homepage of the users. The platform’s improving recommendation algorithm could be one of the reasons for this behavior.Know Your YouTube Audience
YT Consumption across Device 91.4% 5.4% 2.2% 1%
MOBILE DESKTOP TV TABLET
1.5%
13-17
3.9%
8.3%
18-24 Millennials contribute to ~70% of the viewership on YouTube.
26.9%
The age-group 18-34 was found to be the most active on YouTube
9.2%
25-34 – amongst both Males as well as Females.
25.1%
4.9%
35-44
11.3% ~3 in 4 views gained on YouTube India were by male
1.7% audience. The genres News & Politics and Gaming
45-54
4.1% were significantly dominated by them.
0.5%
The 18-34 age group of Males, in addition to the
55-64 two genres, was also very keen in Comedy and
1.5%
Female Audience on YT India 26% 74% Science & Technology
0.3%
65+ Male Audience on YT India
0.9%
Female audience, on the other hand, were found to
be inclined more towards the genres Food & Recipe,
Education and Infotainment.Top 10 Genres based on viewership
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
NEWS & POLITICS COMEDY
Please note: Further genre level analysis, will be focused on these 10 genres only
in this report since ~90% of the viewership in Q1’20 is around these 10 genresTop Genres on YT in Q1 2020 – Views
Top 10 Genres contribute to ~90% of Overall Views on YT in Q1’20
Entertainment 113.9 B People try to fill the gaps in their lives by entertaining themselves on
YouTube which can be confirmed from the fact that Entertainment and
Music 80.1 B
Music Genre gained 113 B & 80 B views respectively in Q1’20
News & Politics 29.1 B CAA/NRC & Delhi Elections dominated the News genre in Jan 20 whereas in Mar 20 with social
distancing in place and no outside movement , people resort to news channels for all the latest
Kids & Animation 23.5 B updates
Comedy 11.0 B
Genres like Food & Recipe, Gaming continued to gain the likes of people whereas Content
Food & Recipe 6.1 B based on Travel failed to gain attention of audience amidst global lockdown
Education 5.5 B
Science & Technology 4.6 B
Gaming 4.1 B
Infotainment 4.0 BTop Genres on YT in Q1 2020 – Subscribers
Top 10 Genres contribute to >92% of Overall Subscribers gained on YT in Q1’20
Entertainment seem to have
Entertainment 195.7 M
gained the maximum In case of music it is
Music 175.3 M subscribers in Q1. This is contributed by channel's such
attributed by increase in as T-Series & Zee Music
subscription of GEC channels which are focusing primarily
News & Politics 90.9 M such as Sony & Zee Network. on Bollywood Music e.g.
GEC Content which gained Street Dancer 3D & Songs
Kids & Animation 55.3 M traction is mostly around TV from Malang Movie
Education 47.1 M
Shows e.g. Adhirindi &
Beyhadh 2
Education also gained
Comedy 39.5 M Highlights such as CAA/NRC, significant subscribers,
Food & Recipe 27.4 M Donald Trump’s Visit, possibly with board exams
Communal Riots followed by across the country happening
Science & Technology 24.5 M Covid-19 are the major issues during this period and an
Gaming 20.7 M which helped gained high increasing trend of students
subscribers in News & Politics going for online learning
Infotainment 18.9 M especially during lockdownENTERTAINMENT GAMING SCIENCE AND TECHNOLOGY
MUSIC Drill Down Analysis of the INFOTAINMENT
Top 10 Genres
FOOD & RECIPE
NEWS & POLITICS
KIDS & ANIMATION EDUCATION COMEDY
Note: This analysis is performed on top 100 videos (based on viewership) per month per genreGenre Analysis
ENTERTAINMENT
INFOTAINMENT
GAMING
SCIENCE
MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
NEWS & POLITICS COMEDYENTERTAINMENT
36%
33%
A • Audience engagement with the Movie related content (which takes the
17%
biggest share in the entertainment genre) has declined over the quarter
G
6% 8% from 79% in Jan’20 to 47% in Mar’20 but still it’s the most viewed type of
E content. Most popular channels featuring this type of content are
13-17 18-24 25-34 35-44 45+ Goldmine telefilms and Shemaroo
• Content types such as TV serials & reality shows garnered high
G
viewership growth. TV serials such as Naagin 4 and Taarak Mehta ka
E 72% Ooltah Chashma saw high viewership in Mar’20
N
D • Similarly, Big Boss Season 13 and Khatron ke Khiladi season 10 helped the
E 28% reality show content gain a significant chunk in the entertainment genre
R
D 95% MOBILE
Popular Channels
E
2.5% DESKTOP
V
I 1.8% TV
C
E 0.7% TABLET
SAB TV SET INDIA ZEE TV COLORSENTERTAINMENT
Q1 2020 was dominated by Entertainment
GEC Networks on YT – Q1 genre on YT with a major support from GEC
content published on YT.
Indian GEC content is majorly published by
4 networks i.e. Sony, Star, Viacom & Zee.
Among these Sony Pictures Network
Dominated Q1 as compared to other 3
Networks both in terms of views &
Subscribers. All these networks are having
10+ channels under the parent name
Views 29 B 8.3 B 1.9 B 1.5 B except Viacom which is having only 5
Channels on YT.
Subscribers 11 M 7.3 M 2.3 M 2.2 M
Zee Network uploaded 36.7K videos on YT
but failed to gain traction garnering only
Uploads 26.4 K 36.7 K 7.6 K 2.2 K
8.3B views in Q1.
Channel Count 11 18 5 17 Major Event in Q1 is the onset of
coronavirus pandemic which has drastically
• Sab Tv • Zee Tv • Colors • Star Plus impacted the consumption of all the digital
• Set India • Zee Tv Telugu • Colors Bangla • Fox Star Hindi networks. Among these Zee & Sony
Top Channels • Sony Pal • And TV • Colors Marathi • Star Jalsha
observed growth of 11% & 4% respectively
• Sony Aath • Zee Bangla • Colors Kannada • Star Maa
• Sony Liv • Zee Marathi • MTV India • Star Music India rest others observed a decline in the month
of Mar when compared with Feb.Genre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
& TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
MUSIC
EDUCATION
NEWS & POLITICS COMEDYMUSIC
41%
33%
• Audience has shown an increasing interest in Regional Music Videos. The
A number of regional songs in the list of top Music videos has grown from 28%
G in Jan ‘20 to 45% in Mar ‘20. Most popular channels featuring this type of
13%
7% content are Speed Records, Aditya Music and Wave Music.
E 6%
13-17 18-24 25-34 35-44 45+ • Overall, Top Music Videos were dominated by Bollywood and Regional Music
Only. Cover Songs and Unplugged Music accounted for negligible views and
engagement amongst the Top Music Videos – across the quarter.
G
E 71% • Music Videos of the Bollywood flick Street Dancer 3D (Released in late Jan)
N accounted for 25% of the viewership on the analysed top videos of the
D quarter.
E 29%
R
D 88%
Popular Channels
MOBILE
E
V 5.5% DESKTOP
I 5% TV
C
1.5% TABLET
E T - Series Aditya Music Zee Music Co. Speed Records
>+5% from total audienceGenre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
COMEDY
NEWS & POLITICSNEWS & POLITICS
37%
• The viewership on the top videos under News & Politics soared in the month
26%
A 21% of March, displaying a ~2X growth from Jan ’20 to Mar ‘20. This doesn’t
G 13% come as a surprise, given that the whole nation is hooked to their screens to
keep themselves updated with country’s current state of Covid-19.
E 3%
13-17 18-24 25-34 35-44 45+ • Political Videos failed to find a place amongst the top videos in the genre,
evident from the drop in their number from 25% to 5% in just one month
(Feb-Mar ‘20). The viewership share also fell from 34% to just 2% in the same
G period. The thunder, instead, was stolen by National News.
E 88%
N • The average viewership of the top videos in this category increased by 2x.
D Corona Virus as a topic accounted for 1 in 5 most-viewed News Videos.
E 12%
R
D 97% MOBILE
Popular Channels
E
1.5% DESKTOP
V
I 1% TV
C
E 0.5% TABLET Aaj Tak ABP News Hindi BBC News Hindi NDTV India
>+5% from total audienceGenre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
NEWS & POLITICS
KIDS & ANIMATION COMEDYKIDS & ANIMATION
36%
31%
• Viewership on Kids Shows and Cartoons (the most dominating content
A type) observed a growth across the quarter. Factors such as end of exam
G 12% 13%
8%
season and nationwide lockdown would primarily be the reasons for the
E growth.
13-17 18-24 25-34 35-44 45+
• ChuChu TV, Green Gold and Infobells are some of the most prominent
channels publishing Kids Shows and Cartoons. Amongst the shows,
G Chhota Bheem turned out to be the most popular under this category.
E 80% • All the popular channels were found publishing content in Hindi or other
N
regional languages such as Tamil and Telugu.
D
E 20%
R
Popular Channels
D 94% MOBILE
E
3% DESKTOP
V
I 2% TV
C
1% TABLET
E ChuChuTV Hindi MaJa Tv Green Gold Infobells - Hindi
>+5% from total audienceGenre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
NEWS & POLITICS COMEDY
EDUCATIONEDUCATION
37%
• In Mar '20, higher number of videos around General Knowledge and
30%
A Competitive Exam Prep cropped up in the top videos under Education.
G 16%
11% • 35% of these videos discussed about Corona Virus. Some of the
E 6%
popular topics were the long-term impact of Covid-19, its cure and how
13-17 18-24 25-34 35-44 45+
various countries are dealing with the epidemic.
• Overall, the average views gained by the top Educational videos
G
increased significantly in March as compared to the previous month.
E 68%
N
Study IQ Education
D
E 32%
R
D 78%
Popular Channels
MOBILE
E
20% DESKTOP
V
I 1.5% TABLET
C
TV
E Exam पर
0.5%
Study IQ Education WIFIStudy Fact Techz ु
>+5% from total audienceGenre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
MUSIC & TECHNOLOGY
FOOD & RECIPE
KIDS & ANIMATION
COMEDY
EDUCATION
NEWS & POLITICS COMEDYCOMEDY
40%
36%
• The average viewership obtained by Top Comedy videos declined over the quarter
A
G 13% • However, viewership on Comedy Shows has risen across the quarter. SET India,
E 6% 5% with its show Kapil Sharma, dominated the viewership share.
13-17 18-24 25-34 35-44 45+ • A couple of Vine Comedy videos cropped up in the top charts, and managed to
account for very high engagement in Mar ’20. Ashish Chanchlani Vines emerged to
be one of the most popular channels in this genre.
G
E 73% • Most popular channels featuring Sketch comedy are Jkk Entertainment and
Khandeshi Movies.
N
D
E 27%
R
D 86% MOBILE
Popular Channels
E
V 9% DESKTOP
I 3% TV
C
E 2% TABLET
JKK Entertainment SET India MallemalaTV Khandeshi Movies
>+5% from total audienceGenre Analysis
INFOTAINMENT
ENTERTAINMENT
GAMING
SCIENCE
& TECHNOLOGY
MUSIC
KIDS & ANIMATION
EDUCATION
NEWS & POLITICS COMEDY FOOD & RECIPEFOOD & RECIPE
39% The viewership on Recipe Videos rose significantly from Jan to March. An interesting
observation was the popularity of the recipes of Non-vegetarian food such as Chicken,
A 24% Fish, Mutton Biryani amongst the most-viewed content in March.
20%
G 14%
E 3%
The TVC of Food Brands did not find a place amongst the top videos of this category in
the month of March. Primarily, it was Oreo India, Cadbury5starIndia and
13-17 18-24 25-34 35-44 45+ CadburyDairyMilkIn which advertised in this genre’s top videos of Jan and Feb ‘20.
Viewership on Food Challenges saw a jump from 15% to 37% across the quarter.
G Hungry Birds is a popular channel publishing content around the same.
E 35%
N It must be noted that Food & Recipe content is not exclusively limited to women, as per
D the general notion. 35% of the audience on this genre was found to be male.
E 65%
R
D 92% MOBILE
Popular Channels
E
4.5% DESKTOP
V
I 2% TABLET
C
E 1.5% TV
Nisha Madhulika Bharatz Kitchen HINDI Hungry Birds Veg Village Food
>+5% from total audienceGenre Analysis
INFOTAINMENT
GAMING
ENTERTAINMENT
MUSIC
SCIENCE &
TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
NEWS & POLITICS COMEDYSCIENCE & TECHNOLOGY
34.5%
31.5%
• Almost 80% of the viewership on the top videos of this category was
A through Commercials. The brands Samsung and Oppo had a significant
16% share in the list of top videos in the category.
G 12%
E 6%
• Audience engagement on Gadget Reviews & Unboxing has remained
13-17 18-24 25-34 35-44 45+
fairly stable. Most popular channels featuring this type of content are
Technical Guruji and Trakin Tech.
G • On the other hand, TechnologyTalks/Discussion garnered substantial
E 83% engagement growth across the quarter. Discussions around Redmi Note
N 9 Pro and Realme 6 dominated the top videos under the genre in
D Mar’20.
E 17%
R
Popular Channels
D 94.5% MOBILE
E
3% DESKTOP
V
I 1.5% TV
C
E 1% TABLET
Technical Guruji Trakin Tech Samsung India Mr Indian Hacker
>+5% from total audienceGenre Analysis
INFOTAINMENT
ENTERTAINMENT GAMING
GAMING
SCIENCE
MUSIC & TECHNOLOGY
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
NEWS & POLITICS COMEDYGAMING
58% • Gameplays and Walkthroughs have turned out to be the dominant content in
the genre. They accounted for 99% viewership on the most-viewed videos of
A 33% Mar’20
G
E 2% 4.5% • Play-offs between popular Gamers are also emerging in the list of most-
2.5%
viewed videos. For ex, a PubG playoff between MorTal and CarryMinati
13-17 18-24 25-34 35-44 45+
recorded >3.7 M views and 322 K engagement.
G • PubG and Garena Free Fire were some of the most popular games viewed.
E 95% • With only 5% of the audience as female, the genre turns out to be completely
N
dominated by males.
D
E 5%
R
D 95 MOBILE
Popular Channels
E
3% DESKTOP
V
I 1.5% TV
C
E 0.5% TABLET
Total Gaming CarryIsLive MorTal Two-Side Gamers
>+5% from total audienceGenre Analysis
INFOTAINMENT
GAMING
ENTERTAINMENT
GAMING
SCIENCE
& TECHNOLOGY
MUSIC
KIDS & ANIMATION FOOD & RECIPE
EDUCATION
NEWS & POLITICS COMEDYINFOTAINMENT
38.5% • Audience Engagement on Infotainment related to Nature rose from
A
29%
mere 1% to 14% across the quarter. It included videos around the
19% Asteroid passing across Earth in April, Underwater discoveries etc.
G 11%
E 2.5%
• All the top videos in this category were found to be in Hindi and other
13-17 18-24 25-34 35-44 45+ regional languages.
• Upper age group is more keen on watching such content
G
E 71%
N
D
E 29%
R
D 95% MOBILE
Popular Channels
E
3% DESKTOP
V
I 1.5% TV
C
0.5% TABLET
E Mysterious Duniya Minutes Mystery The World The Mystica Land
Adventures Hindi
>+5% from total audienceContent Length and Retention Analysis
Where is Audience losing Interest?
8 out of the top 10 genres obtained a remarkable
retention rate, when compared to the average retention
Retention Rate
gained by videos across all genres (~13%).
(in Q1 ’20)
13.8% 14.1%
11.6% Comedy succeeded in obtaining a retention rate as high as
52%, Increasing number of relatable content in the form of
Sketches and Vines could be the key to this high number.
Jan Feb March Gaming and Education, which usually tends to have longer
52.1%
content, displayed a very low retention rate.
42.1%
Retention rate declined in Mar’20 owing to the Food & Recipe, &
31.8% 32.7%
Music related content. 28.7%
25.8% 26.1% 26.6%
Retention rate of T-Series dropped significantly possibly because
of increase in average video length from ~5 mins to ~6 mins from
Feb to Mar’20. 6.4%
Similarly, Home cooking show channel also witnessed a decline in 1.2%
retention rate due to increase in length of its uploadsWhat is the Ideal Video length ?
1.25% 6.40% 52.06% 31.80% 28.69% 26.12% 42.09% 26.59% 26.00% 32.74%
Gameplays & walkthroughs dominates ‘Gaming’
4003 Based on Overall Content(sec)
genre because of which this genre is having highest
video length followed by Education which has Based on top viewed videos(sec)
3287
learning videos which by its nature are of long form.
Retention Rate (%)
Both these genres failed miserably in terms of
retention rate having 1.2% & 6.4% retention which
means the content is not engaging to keep the user 2189
glued to the screens. 1878
1706
Entertaining content related genres i.e. Comedy, 544 355 439 392
678
3805
1894
1388
Infotainment, Music & Entertainment itself are the
481
392
841
678
573
544
423
genres which were successful in gaining attention of
News & Politics
Music
Food & Recipe
users for a longer duration i.e. they are having high
Gaming
Entertainment
Comedy
Education
Science & Tech
Infotainment
Kids & Animation
retention rate
Entertainment & News Genre show a strange behavior where videos that performed well were of longer duration than genre average.
Does this mean audience is engaging with longer duration videos?Longer Videos: The new normal
The top videos were found to have an average
Average Length of Videos on YouTube
(in secs) duration of ~29 mins, while the overall average
duration of YT videos was ~14 mins.
1733
In the entertainment genre, channels such as
Goldmine Telefilms and Goldmine Movies have
Based on Top videos*
top videos with average duration of ~100 mins
Based on Total analysed
which primarily showcase full movies such as
videos “Dear Comrade”,”Comali”, “Vijetha”
839
In the News genre, news videos displaying live
telecast of some events are much longer lasting
even for a number of hours. Many of the top live
news videos are around Delhi Election 2020
results published by Aaj Tak, ABP News, India TV,
Zee News
It is evident that people turning to YT are ready to invest their time in consuming content, hence the popularity.
Interestingly, creators also get an added advantage of inserting multiple ads and maximizing their revenue.
*The Top videos referred here are the Top 500 videos obtained in
Q1 ‘20 across the Top 10 genresSummary - Content Consumption on YT in Q1 2020
YouTube which is the largest Millennials contributed to
With 1.3 Billion population ~70% of the viewership on Audience is tuning in to
video sharing platform has Entertainment, Music &
under lockdown in India YouTube in Q1’20. Around watch long length videos
garnered over ~300 B views News were the top 3 genres
people are looking at new 75% of the overall views in such as full movies & live
in Q1 only which is 13% based on content
ways to entertain Q1 were contributed by news telecasts. Although
more than Q4 2019 & 11% consumption contributing
themselves as well as to be Male TG who were the retention rate is
more than Q1 2019. YT to ~220 B views in Q1’20.
socially connected with particularly keen in News inversely linked to the
gained ~830M Subscribers Serials, Reality shows and
their friends and families. and Gaming related length of the videos, still
in Q1 2020 & out of all the regional music videos
People have been more content. Female audience entertainment & news
genres rate of growth has garnered high growth in
active on social media these was inclined towards channels are able to garner
been the highest in News & viewership. There has been
days with an average person watching Food, Recipe and >25% retention rate.
politics due to events such a whopping 2x growth in
spending over 4hrs per day Educational videos. Comedy videos come across
as Covid-19 induced News content viewership
as compared to previous >90% of the views on YT as the most engaging for
lockdown, CAA/NRC from Jan to Mar’20
~1.5hrs. were through Mobile the audience among others
clashes, Delhi elections
device.Covid-19 : Digital Impact (YT)
Feb – Mar 20
+22%
Views
+26%
Subscribers
+1.4%
UploadsAnalysing Consumption Trends Amid Lockdown
Entertainment gained highest 38B views in Mar with an increase of 19% from
35B Feb followed by Music which garnered 28B views.
Views Around ~70% & ~10% views were garnered by Movie & TV serial related
+19% content respectively. Popular channels in Movie Space are “Zee Telugu” ,
“Goldmines Telefilms” & In TV Space are “Sony” , ”Zee’ & Colors Network.
Views
News-Politics observed 70% & 95% increase in Views & Subscribers
+70% respectively due to continuous monitoring of happenings around the globe
Views amid Covid-19 scare. AajTak, ABP News & indiaTV were among the favorites.
+95% Content which performed well in this was National & International News –
Majorly related to Covid-19.
SubscribersAnalysing Consumption Trends Amid Lockdown
Kids & Animation gained 9B views in march with an increase of 26% from Feb,
9B emerging out to be a promising genre. Kids Shows & Cartoons stood out to be
Views the most followed content type followed by Nursery Rhymes by creators such
+26% as infobells & Chuchu TV. This can be a direct impact of children having lot of
free time so they use digital media to entertain themselves.
Views
On Vlogging / DIY & Home Decor Category each. People seem to be more
+40% focused on personal lives & are utilizing these times to improve their
household by trying something new and recycle as much as they can. Channels
Views
& which stood out in this genre were Beautiful Homes & MyMissAnand
Subscribers
-3% Decline in viewership on Travel related content Amidst Global shutdown. Travel
seem to be worst hit genre.
ViewsPlatforms Covered
Covid-19 Content Publishers
Creators
Brands
Indian Government
Content Analysis Numbers Analyzed
2.83 B Views
52.31 M Engagement
Please note: Engagement data for Facebook and Instagram are indicative – might be lower than actual numbers 26.1 K UploadsWEEK 8
• Hands clapping event during Janta Curfew on 22nd Mar
• PM addresses nation on Mar 24; announces 21 days lockdown
• All railways, passenger flights and inter-state transport banned
• No. of corona virus patients in India crosses 1000 TIMELINE
Covid-19 events
WEEK 7
• PM addresses nation on Mar 19; requests
& their impact on
10 K Janata Curfew
• Indian army reports 1st Covid-19 Case
Social Media Video Uploads
9K • Work from home in place across several
private-sector workplaces in the country
8K
7K
WEEK 6
6K • India suspends tourist visas till Apr
15
5K • Public places such as malls, theaters
and pubs to be shut, No mass
gatherings WEEK 5 WEEK 1
4K • 15 tourists in India test positive for • Onset of Coronavirus in India
coronavirus taking the total toll to 18 • 3 citizens found positive
3K • Primary schools across various states • India evacuates its citizens from
advised to be shut Wuhan Region
2K
1K
0K
Week8 Week7 Week6 Week5 Week4 Week3 Week2 Week1
Facebook Instagram YouTube
Week 1 – 1st to 7th Feb 20
Total Uploads – 26.1 K Week 8 – 21st to 25th Mar 20Covid-19
Analysis of Content Published by
Creators & Influencers
Platforms CoveredCovid-19 Content on Social Media by Creators
2.78ViewsB 51.44 M 25.55VideosK
Engagement
Covid-19
Going ViralCreators: What's Working, Where? With Lockdown in place,
Social Media is buzzed with
creators and influencers
publishing content around
Covid-19.
Out of the 3 Major platforms
analysed, YouTube being a
Content Analyzed Content Analyzed Content Analyzed
video centric platform
• Hashtags Analysed : 42 • Views : 540.4 M • Views : 2.16 B outperformed other
• Views : 77.17 M • Engagement : 11.06 M • Engagement : 27.85 M platforms on average
• Engagement : 12.5 M • Uploads : 6.7 K • Uploads : 16.78 K viewership in this category of
• Uploads : 2.05 K content.
What’s Working What’s Working What’s Working
Detailed Informational
"Covid19" & "Covid_19" hashtags Prevention/Awareness Videos are
Videos/Trivia around Corona Virus Celebrities from various
particularly performed very well with recommended, as they performed
and its treatment gained high avg
a high avg views and engagement well in terms of avg. views and fraternities are taking up the
views and engagement
engagement responsibility to spread
Popular Pages Popular Pages Popular Channels awareness around
• RVCJInsta • OTVNews • Aaj Tak Coronavirus and encouraging
• FilterCopy • PublicTV • ABP News their followers to #StayHome.
• AajTak • Pkesarionline • Study IQ EducationWhat are Creators Talking about Covid-19? Content Analysed
Views : 2.16 B
Engagement : 27.85 M
Uploads : 16.78 K
Content Insights
News
Views: 78% Engagement: 64% Uploads: 77% • News Channels flooded YouTube by their content around Covid-19,
accounting for 3 in every 4 videos published by creators on YouTube around
the topic.
General Trivia
• Other than News Bulletin, Viewers also seemed to be interested in
Views: 10% Engagement: 15% Uploads: 6%
Informational Content around Covid-19, such as trivia and detailed
explanation of CoronaVirus and events resulted from it- which was evident
Prevention/Awareness from the considerable share of viewership and engagement gained by this
Views: 5% Engagement: 7% Uploads: 9% segment in just 6% uploads.
Some of the examples of such videos are:
• “Ye Kya 21 Days LOCKDOWN?” – Shifuji’s Mission Prahar &
Treatment • “CORONA VIRUS का असली सच आपके सामने | WHAT IS THE CORONA
Views: 4% Engagement: 5% Uploads: 3% VIRUS? Everyone should know what it is.” - Mysterious Dunia
• Influencers: Key to engagement
Symptoms
While the presence of influencers in videos around Coronavirus did not
Views: 2% Engagement: 4% Uploads: 4%
significantly impact the average viewership, the average engagement was
found to multiply by 4x.
Corona Virus Explained • “Coronavirus | Explained” - Dhruv Rathee
Views: 1% Engagement: 4% Uploads: 1% • “CORONAVIRUS - Everything You Need to Know
(The Truth)” - FitTuberWhat are Creators Talking about Covid-19? Content Analysed
Views : 2.16 B
Engagement : 27.85 M
Uploads : 16.78 K
Analysing News Trends: Viewership and Upload Share Content Insights
45%
Views Uploads • Lockdown and Janta Curfew accounted for 18% News Uploads around
Corona Virus on YouTube. The videos performed well in terms of both
viewership as well as engagement, gaining an avg viewership of 243K.
35%
31% • Daily updates of Corona Virus Stats, on the other hand, turned out to be
redundant for the viewers. These videos managed to gain just about half
24% the average views (70 K) than that obtained by the overall News Category
21%
(130 K).
18%
• Debates/Special Shows emerged to be a popular News Category, despite
accounting for low share of uploads. Videos with keywords ‘Special
7% Report’, ‘Special Story’, Discussions on Impact of CoronaVirus on the
7%
3% 2% 4% country etc seem to be working well for the News Channels.
1%
Lockdown/Janta Updates Debate/Special Show Economy Self isolation Others Some of the popular videos around debates/Special Shows are:
Curfew Crisis/Impact
• China को ममल गयी Coronavirus की Medicine | Tez Special Report
• Coronavirus पर आंखें खोल दे ने वाली ररपोर्ट | Special Report by Aaj Tak
News
Views: 1.7 B Engagement: 17.8 M Uploads: 13 KPopular Creators & Influencers Content Analysed
Views : 2.16 B
Engagement : 27.85 M
Uploads : 16.78 K
Popular Creators
Aaj Tak ABP News BBC News Hindi DLS News India Today
471.5M 2.9M 67.7M 685K 73.7M 90.5K 59.5M 1.2M 34.3M 244K
Popular Influencers
Several doctors and experts also took to YouTube to discuss Covid-19
related content:
• "98#Corona virus चा खोकला आणि साधा खोकला कसा
ओळखायचा|How to identify corono infection – By Dr
Nagarekar
• Can science detect Corona Virus – By Dr. Biswaroop Roy
Dhruv Rathee Madan Gowri Dr Rajesh Kumar Chowdhury
6.6M 6.4M 4.2M
Views Engagement
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channelWhat are Creators Talking about Content Analysed
Views : 540.4 M
Engagement : 11.06 M
Covid-19? Uploads : 6.7 K
Content Insights
News
• Similar to YouTube, the category News dominated the Content around Corona
Views: 83.2% Engagement: 77.9% Uploads: 81.7%
Virus on Facebook.
• However, unlike YouTube, videos around Prevention/Awareness garnered
Prevention/Awareness substantial popularity on Facebook. The category led the charts in terms of
Views: 13.4% Engagement: 19.8% Uploads: 10.2% average viewership (108 K)
• Informational content failed to work its magic on Facebook (contrary to
Symptoms YouTube). Given the less share of viewership, Videos around Self-isolation
Views: 0.5% Engagement: 0.3% Uploads: 1.2% also did not work well on Facebook.
• Influencers from various fraternities such as Bollywood, Sports, Politics
stepped up on Facebook to spread awareness around the epidemic.
General Trivia Some of the videos posted by the celebrities include:
Views: 0.2% Engagement: 0.1% Uploads: 3.7%
• “Don’t go after Bakri Cow, Dal sabzi zyaada Khao, Bheed bhaad mein kam
jao, Trim ho jao, Gym Jao #CORONAVIRUS sey bachney ka Indian
Treatment tareeka?” – Baba Sehgal
Views: 0.1% Engagement: 0.1% Uploads: 1.8% • “Akshay Kumar on Facebook Watch” – By Akshay Kumar
Miscellaneous
Views: 2.6% Engagement: 1.7% Uploads: 2.5%Popular Creators & Influencers Content Analysed
Views : 540.4 M
Engagement : 11.06 M
Uploads : 6.7 K
Popular Creators
OTVNews Public TV Zee24Ghanta PKesariOnline Dinamalar Daily
56.88M 1.7M 41.6M 0.45M 73.7M 90.5K 19.46M 279K 17.90M 404K
Popular Influencers
Top videos on Facebook by some influencers to discuss Covid-19 related
content:
• “कोरोना का जो मूल कारि है कक……………….. मलए जबरदस्त कारगर हैं।
#HealthTips #Coronavirus #Yoga #coronavirusindia #CoronaAlert –
Swami Ramdev
• “Na Haath Milana..Na Baahar Jana..#Corona #Covid2019 #TejasGambhir
अब बस करो ना !!” – By Abhijeet Bhattacharya
Swami Ramdev Mohanlal Shashi Tharoor
5.02M 2.47M 684K
Views Engagement
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire pageWhat are the popular hashtags used Content Analysed
Hashtags Analysed : 24
Views : 77.17 M
by Creators? Engagement : 12.5 M
Uploads : 2.05 K
Content Insights
• Instagram as a platform is very popular for hashtags and most of the creators
use some kind of hashtags in almost each and every post. #Coronavirus ,
#Corona & #Covid were the Top 3 most used hashtags, also garnering the
highest views among all the keywords used i.e. 48M, 43M & 24M views
respectively
• Popular hashtags (mostly related to coronavirus) were being used together in
majority of the posts e.g. #Coronavirus , #Corona. Interestingly Janta Curfew
imposed by PM Modi in India and tags related to #Quarantine garnered high
viewership on Instagram. (Within Top 10).
• Similar to Facebook, Instagram was also flooded with Celebrities and their
appeal to masses to take precautions against the virus. Kartik Aaryan’s Pyaar
Ka Punchnama style IGTV Video gained massive popularity, gaining more
than 11M views.
• Some other popular videos by celebrities on Instagram included:
• “For the first time in life, the winner will be the one who will stay put!
This is a race, one which will save us...Say yes to #SocialDistancing” – By
Akshay Kumar &
• “Kya aap bhi is callertune se darte hai?” – By Ashish Chanchlani
Note : Word cloud is based on Views of Top 15 Hashtags on InstagramPopular Creators & Influencers Content Analysed
Hashtags Analysed : 24
Views : 77.17 M
Engagement : 12.5 M
Uploads : 2.05 K
Popular Creators
RVCJ Media Filter Copy POPxo Daily Aaj Tak NDTV
8.95M 1.7M 6.17M 1.1M 1.5M 184K 17.90M 404K 2.21M 193.4K
Popular Influencers
Top videos on Instagram by some influencers to discuss Covid-19 related
content:
• “Let’s utilise this 'precious' time to ………… Swasth raho, mast raho! – By
Shilpa Shetty
• Social distancing is the need of the hour!It’s a tough call……………We are in
it together and we will see this through... Let’s beat #COVID19
together??? #StaySafe – By Mahesh Babu
Akshay Kumar Shilpa Shetty Kartik Aaryan
2.43M 1.12M 1.49M
Views Engagement
Please note: Views and Engagement numbers are based on the hashtags around Covid-19 only & not for the entire profileCovid-19
Analysis of content published by
Brands
Platforms CoveredThe Social Media Buzz by Brands
12.15ViewsM 200.55 K 253Videos
Engagement
Covid-19
Going ViralBrands preferred publishing videos
Brands: What's Working, Where? related to Covid-19 on Facebook and
Instagram. The two platforms
accounted for more than 75% video
uploads by Brands around the topic.
What brands must have not
anticipated was that YouTube would
perform better in terms of fetching
viewership on their videos. The
average views on YouTube videos by
Content Analyzed Content Analyzed Content Analyzed brands was found to be 65% more
than that obtained on Facebook.
• Views : 854.29 K • Views : 6.44 M • Views : 4.8 M Instagram’s avg views were not even
• Engagement : 76.90 K • Engagement : 71.82 K • Engagement : 51.8 K close.
• Uploads : 77 • Uploads : 121 • Uploads : 55
While Instagram may have failed to
What’s Working What’s Working What’s Working fetch high views for Brands, it
compensated by obtaining a high
Explanation, Awareness and share of engagement.
Posts raising awareness are gaining Awareness Posts are doing well, as
Impact are the three types of YT
high engagement, while Product seen from their high share of views
content gaining a high share of Sports brands/Celebs i.e. IPL team
Promotions are grabbing as well as engagement
viewership owners/Cricketers were active in
considerable views. spreading awareness on FB & Insta
Popular Pages Popular Pages Popular Channels whereas Health/Personal Care , BFSI
Brands were active in all 3 Platforms.
• MX Player • Bajaj Allianz • Apollo Hospitals
• Bajaj Allianz • Godrej • Patanjali AyurvedContent Analysed
Covid-19 content by brands on YouTube Views : 4.8 M
Engagement : 51.8 K
Uploads : 55
Corona Virus Explained
Views – 39.51% Engagement – 43.26%
Content Insights
Uploads – 20%
• Health , Fitness , Personal Care are the Industries which published content
Corona Virus Impact
around Covid-19 on YouTube.
Views–19.04% Engagement–6.09%
• Health brands like “Apollo Hospitals” & 1mg tried to explain the virus. For
Uploads – 7.27%
example – Apollo Hospitals published a video in Hindi which garnered ~1M
Awareness Related
views.
Views – 17.50% Engagement – 20.41%
• 1 video 2 Messages kind of content was also seen i.e. promoting the brand
Uploads – 27.27%
itself and also giving some information on preventing Covid-19 e.g. Dettol
made a video on “Preventing the Spread Of Viruses
Symptoms #ApniSurakshaApneHaath” & Patanjali did “How To Boost Immune System
Views – 17.07% Engagement – 18.51% Against Coronavirus Infection | Patanjali Products”
Uploads – 16.36%
• ~75% of the viewership was on content related to Covid-19 Explanation ,
Impact & Awareness.
General/Others
Views – 6.88% Engagement – 11.73%
Uploads – 29.10%Content Analysed
Popular Brands & Celebrities Views : 4.8 M
Engagement : 51.8 K
Uploads : 55
Popular Brands
Apollo Hospitals Patanjali Ayurved Tata Motors 1mg Motilal Oswal
2.8M 31K 0.8M 12K 0.7M 33 0.3M 3.5K 0.2M 2.8K
Popular Celebs
• Celebrities were seen in the advertisements of the personal hygiene
brands like Dettol and Lifebuoy:
• “Preventing the Spread Of Viruses #ApniSurakshaApneHaath” by
Dettol India featured Madhuri Dixit
• "A Public Service Message from Lifebuoy “ featured Kajol
Madhuri Dixit Kajol
9.7K 2.9K
Views Dixit
Madhuri Kajol
Engagement
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channelCovid-19 content by brands on Facebook Content Analysed
Views : 6.44 M
Engagement : 71.82 K
Uploads : 121
Content Insights
Awareness
Views – 82.11% Engagement – 83.93% • Industries that were active on fb during this time are
Uploads – 73.55% • Healthcare – Fortis & Max, Sports – IPL Teams, Personal Care – Godrej,
BFSI - BajajAlliance
General Content • Awareness on Covid-19 dominated the content type on Facebook on all the
Views–11.17% Engagement–11.30% KPI’s i.e. Views , Engagement & Uploads followed by Generic & Product
Uploads – 12.40% Promotion.
Product Promotion • Some of the popular videos on fb are:
Views – 6.66% Engagement – 4.58% • “Coronavirus has been causing much panic. But there's something you
Uploads – 13.22% can #SpreadToProtect more people from falling ill: awareness about
preventive measures – By Godrej”
News & Updates • “In these troubling times, can you be the #TrueFriend that our society
Views – 0.05% Engagement – 0.18% really needs? - By BajajAlliance“
Uploads – 0.83%Popular Brands & Celebrities Content Analysed
Views : 6.44 M
Engagement : 71.82 K
Uploads : 121
Popular Brands
Godrej Bajaj Alliance Tupperware India Max Healthcare World Bank India
2.2M - 1.1M 9.5K 0.5M 8.4K 0.3M 3. 4K 0.2M 1.3K
Popular Celebs
• Shahrukh Khan and Preity Zinta alongwith other cricketers from IPL
franchise Kolkata Knight Riders and Kings X1 Punjab were active on
facebook promoting awareness around the topic:
• “#SRK's message to everyone out there: "Don't panic, stay safe,
keep away from misinformation."
• ""Don't spread the virus, spread love!" - Preity G Zinta's word of
Shah Rukh Khan Preity Zinta advice for everyone during this tough time!
0.2M 0.2M
Shah Rukh Khan
Views
Madhuri Dixit Kajol
Engagement
Preeti Zinta
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire pageCovid-19 content by brands on Instagram Content Analysed
Views : 854.29 K
Engagement : 76.90 K
Uploads : 77
Product Promotion
Views – 47.34% Engagement – 9.23% Content Insights
Uploads – 22.08%
• Brands are not leaving any stone unturned to make effective use of this
tough situation by going with the current trends and marketing themselves
General Content effectively. This can be seen from the fact that “Product Promotion” content
Views–27.87% Engagement–46.47% type garnered 47% views.
Uploads – 33.77%
• Some of the videos that gained traction around brand promotion are:
Awareness Related • “All for FREE on MX Player - Not contagious. Only addictive – MX
Views – 23.09% Engagement – 43.71% Player” &
Uploads – 40.26% • “Because we care! All our Health Insurance Policies offer coverage for
Coronavirus - BajajAlliance“
DIY
• Videos around awareness & things to do during lockdown have also gained
Views – 1.66% Engagement – 0.52%
Uploads – 1.30% high engagement:
• “Perfect time to brush up on all the makeup skills in the world, you
got this! – MyNykaa”
Campaign & Tentpole • “Know the symptoms from DishTV Channel No. 92 and in case you see
Views – 0.05% Engagement – 0.08% them near you, call +91-11-23978046 – Dishtv.India”
Uploads – 2.60%Popular Brands & Celebrities Content Analysed
Views : 854.29 K
Engagement : 76.90 K
Uploads : 77
Popular Brands
MX Player Tripoto Community Bajaj Alliance KXIP official MyNykaa
233K 2.6K 96K 7.1K 92K 757 80K 27.4K 48K 27.4K
Popular Celebs
• IPL Celeb & Stars also published Covid-19 related content:
• “Ajinkya Rahane shares some vital tips on how you can help
protect yourself and others & fight #COVID1”
• "Don't spread the virus, spread love!“ – Preity ZInta
Preity Zinta Ajinkya Rahane
46.9K 19.8K
Views Engagement
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire profileCovid-19
Analysis of Content Published by
Indian Govt.
Platforms CoveredCovid-19 Content on Social Media by Govt. of India
37.69ViewsM 674.10 K 315Videos
Engagement
Covid-19
Going ViralWhat's Working Where? – Content around Indian govt. is trying their
Covid-19 by Indian Govt. level best by using all the
available social media
platforms to make
everyone aware &
educate every citizen
about Covid-19.
Content Analyzed Content Analyzed Content Analyzed
• Views : 85.70 K • Views : 2.58 M • Views : 35.02 M
Out of the 3 Major
• Engagement : 16.35 K • Engagement : 66.18 K • Engagement : 591.54 K platforms analysed,
• Uploads : 22 • Uploads : 124 • Uploads : 169 YouTube being a video
centric platform
What’s Working What’s Working What’s Working
outperformed other
PM’s Interaction & Discussion
Covid-19 related information Press releases performed well
worked well on YouTube on the platforms on all KPI’s in
worked well on Instagram on cumulatively as well as on per
basis of Views & Engagement per this category of content.
cumulative & per upload basis. video basis on Facebook
Upload
Popular Pages Popular Pages Popular Channels
On YouTube , Even PM
• •
Modi’s Channel gained
PIB • AAPkaArvind Narendra Modi
• Doordarshan • PIB • Doordarshan huge traction because of
• Ministry Of Health the content published on
Covid-19Content Analysed
What Govt. is Doing: Covid-19 Views : 35.02 M
Engagement : 591.54 K
- YouTube Uploads : 169
Views - 48%
Covid-19
Engagement- 27% Content Insights
Content Type
Uploads - 22%
1.Awareness Views - 34%
• Narendra Modi has huge following even on Social Media and in these
Engagement- 55% tough times people are following him more aggressively. Content on PM
Uploads - 8% Modi’s Address to the nation gained high traction which can be seen from
2.PM Address high per video viewership & engagement.
Views - 12%
Engagement- 10% • Covid-19 awareness is the most viewed category on overall level, Popular
Uploads - 4% videos in this category are
3.Explaination & Trivia • Follow these simple steps to avoid spreading of Corona Virus by
Views - 5% Narendra Modi &
Engagement- 7% • हम सब ममलकर #COVID19 से लड़ सकते हैं। इसको फैलने से रोकें
Uploads - 52% और बचाव के मलए सावधाननयाां बरतें । by MOH
4. News / Updates
Views - 1%
• Govt is publishing lot of News related content on YouTube but that failed
Engagement- 2%
to gain traction i.e. 52% of uploads garnered only 5% of the category
Uploads - 13% viewership.`
5. Others/GeneralPopular Govt. Pages Content Analysed
Views : 35.02 M
Engagement : 591.54 K
Uploads : 169
Popular Govt. Pages
Narendra Modi Doordarshan Ministry of Health PIB Rajya Sabha TV
22.88 M 427.13 K 4.91 M 74.97 K 2.47 M 19.34 K 1.54 M 18.15 K 1.49 M 46.76 K
• YouTube is a videos sharing platform so in order to spread a video
message this seems to be an apt platform which can be seem from the
fact that official govt channels are putting more content and are also
getting more traction here on YouTube.
PMO My Govt
1.03 M - 441.53 K 420
Views Engagement
Please note: Views and Engagement numbers are based on the videos around Covid-19 only & not for the entire channelContent Analysed
What Govt. is Doing: Covid-19 Views : 2.58 M
Engagement : 66.18 K
- Facebook Uploads : 124
Views – 75.1%
Covid-19
Engagement- 96.1%
Content Type Content Insights
Uploads – 8.1%
1.Press Release Views – 16.2% • “Press releases” is the most popular type of content on fb
garnering 75% of the overall views both on cumulatively basis as
Engagement- 0.8% well as on views/upload. Popular channels that uploaded press
Uploads - 54% releases are “AAPkaArvind” & “PIB”.
2.Awareness • Some of the popular videos in Press Releases are “Sharing
Views – 4.7%
the present status of Delhi govt's measures to tackle
Engagement~0.1% #Covid19 #DelhiFightsCorona” & “लाइव?: नई दिल्ली के
3.PM Address
Uploads – 18.5% राष्ट्रीय मीडिया केंद्र में #Covid-19 से सांबांधधत हालात और
तैयाररयों की समीक्षा पर प्रेस वाताा”
Views – 2.1%
Engagement- 1.1% • Awareness related videos didn’t performed well on Facebook
Uploads – 8.9% garnering 16% views on 54% uploads on Facebook
4. News/Updates • Examples of Awareness related videos are “Spread of
Views – 1.5% #novelcoronavirus disease can be stopped...Washing your
Engagement- 1.9% hands with soap after coughing and sneezing and before
holding your child could stop spreading it” – Doordarshan
Uploads – 10.5%
5. Others/GeneralYou can also read
