COVID-19 & ENTS May 13th, 2020 - What are readers watching during lockdown? How is that changing over time? - Mail Metro Media
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COVID-19 & ENTS What are readers watching during lockdown? How is that changing over time? May 13th, 2020
THERE ARE MANY OPPORTUNITIES FOR
ENTS BRANDS DURING LOCKDOWN
Readers are consuming more Content needs to be catchy to Strengthen relationships with
and more media capture attention your customers
With two thirds saying they are watching With more content consumed, comes Readers are largely not looking to switch
more media than before, now is a great greater competition. Ensure suggestions providers at the moment, so consider
time for entertainment brands to capture are relevant and varied, and build ways to strengthen relationships with
attention, and capitalise on engaged talkability around content – no one wants existing customers to build loyalty that
audiences. Younger readers are to miss the latest show that everyone is extends past the pandemic. Give back to
particularly engaged in content talking about! customers to demonstrate you care!
MEDIA CONSUMPTION HAS INCREASED
With TV seeing huge increases in volume, and an engaged audience with MMM, it was
important to understand readers’ media behaviour
The volume of TV MMM speaks to MMM readers spend
viewing has jumped
31.8million 177K hours
+24% TV watchers every a week watching live TV
since lockdown began* month** on average**
*Source: BARB - released on Friday 24th April
**Source: TGI Clickstream Q1 2020
What are readers watching and 1 how is that changing over time?
MEDIA IS BENEFITTING FROM HIGHER USE
Two thirds of readers are watching any type of content more than before the lockdown,
with live TV and free online content seeing the biggest growth
Please look at the following activities and indicate whether you have done this more or less since the lockdown.
More Watch free Stream TV /
than Watch live Read online Listen to Use social online Listen to Stream free Read Use mobile movies via Video Stream live Listen to
before TV news music media content radio TV / movies newspapers data subscription conference events podcasts
No
change 39% 34% 38%
45% 36% 30%
28% 18% 23%
34% 24%
39% 13%
Less than 53%
49% 41% 46% 47% 49% 50% 44%
before 41%
30% 32% 31%
22%
7% 8% 4% 3% 3% 2% 1% 4% 7%
10% 12% 15%
22%
67% said they have spent
more time watching media NB: not showing those who do not ever do activity
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)TV IS THE MOST USED DEVICE FOR WATCHING
Younger readers are more likely to watch content across other devices, most notably, their
mobile phone or a laptop
Please look at the following activities and indicate whether How does this differ by age?
what you have used to watch each type of content.
96%
93% 88%
96%
66%
43% 41%
25%
69%
37% 34%
12%
18-34
52%
35% 34% 35-54
TV is most used for live 22%
TV, while other
55+
devices are more 36%
21% common for other 14%
content types 16%
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)HALF OF READERS ARE WATCHING MORE NEWS
Entertainment genres also increase over lockdown, in particular, drama and
documentaries (could this be the Tiger King effect?)
Please look at the following genres of film and TV and indicate whether you have watched this more or less since the
lockdown.
More
than Thriller / Family /
before Drama News Documentary Crime Comedy Adventure Action horror Sci-fi Romance children’s Sport
No 24% 23% 19% 22% 15% 17%
50% 14% 12% 9%
change
16%
68% 67% 69% 65% 72% 69% 60% 61% 59% 7%
41% 46%
Less than 26%
before 5% 8% 6% 5% 4% 4% 5% 6% 4% 6% 5%
37%
“The news – it’s not enjoyable but its “Better Call Saul, The Blacklist,
“[I’ve been watching] Tiger King, it
informative, and its time all politicians pulled Ozark, The Haunting Of Hill House,
was full of twists and turns,
together to solve the current crisis, instead Curse Of Oak Island, Fear The
unbelievable documentary”
of trying to score points of each other” Walking Dead.”
Male, 45-54 Male, 45-54 Female, 25-34
NB: not showing those who do not ever do activity
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)THE EPG IS THE MAIN SOURCE OF INSPIRATION
Younger readers are more influenced by recommendations from friends and family and
take on higher numbers of sources on average than older readers
Where have you looked for inspiration on what to watch during lockdown? Average # of sources by age
group
Highest for 55+
(63% vs. 38%
18-34s) According to BARB,
shared TV viewing 16-34: 2.6
has increased by
49% Highest for 18-34
(50% vs. 16% 37%
55+) since lockdown
37% began
29% 35-54: 1.9
20%
17% 16% 15% 14%
Browsing EPG Trailer on TV Someone I know Article on a Saw an advert Article in a Someone I live Provider
55+: 1.7
recommended website newspaper with chose recommended
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)What are readers’ relationships 2 with the brands they’re using?
iPLAYER & NETFLIX WIN THE STREAMING BATTLE
Younger readers are much more likely to use both free and paid for streaming services,
while older readers prefer iPlayer, and tend to not to use as many different services
Which of the following streaming services have you used since the lockdown began? Usage of streaming
services by age group
Free services: 66%
16-34:
59% Paid services: 65%
Av. # of services: 2.9 Free services: 60%
Paid services: 89%
43% Av. # of services: 3.7
36% 35%
35-54:
26% 25%
Free services: 70%
19% Paid services: 59%
16%
13% 4% 3% 3% 2%
Av. # of services: 2.8
6%
55+:
Free services: 59%
Paid services: 51%
Significance testing: Highest for 18-34s Highest for 35-54s Highest for 55+s Av. # of services: 2.4
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)CONTENT IS KEY FOR SUPPLIER CHOICE
Readers are looking for a broad range of relevant and appealing content when choosing
a streaming supplier
Why do you use the streaming services that you do? What do you like about them? What do you dislike?
“My main positive points “Netflix – anime. Box sets “I watch ITV because I find “They give good catalogue “I'm sticking with Amazon
are the sheer wealth and inc. classics. K-drama. interesting information, there diversity, quality programs, Prime because of the
quality of material Documentaries on food. is nothing that I dislike about easy access across devices” benefits - plus it has my
available on BBC iPlayer, Some originals, e.g. The ITV” favourite shows.”
the recent increase in Witcher. Seems to be a bit Male, 25-34
of LGBTQ content Female, 55-64 Female, 25-34
length of availability (this
makes an enormous compared to other media
improvement in outlets.” “They're free. I don't pay.
They have plenty of options “A range of programs that “Like the Amazon package
convenience), the usual
Female, 45-54 appeals to me, know I'll find and offers, tried other ones,
smoothness of streaming, and good shows don't feel
something I like and they not enough to be really
and platforms being the need to use paid
keep bringing out new worth the subscription”
provided free or cheaply.” “Unlimited access to boxsets services.”
content”
and movies” Male, 45-54 Male, 45-54
Male, 45-54
Female, 25-34
Female, 25-34
NB: showing answers from most used streaming services
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)TERRESTRIAL CHANNELS SEE THE MOST GROWTH
Younger readers are spending more time watching linear TV, with most channels
benefitting from increases
Please look at the following activities and indicate whether you have done this more or less since the lockdown.
More
than
before 29% 10% 16% 18%
14% 13%
9% 9% 7% 13%
No 9% 11%
change 9%
9%
68% 66% 63%
57% 56% 50% 54% 50%
49% 43% 48% 46%
39% 33%
Less than
before 10% 11% 10% 7% 10% 10% 8% 9% 9% 8% 7%
12% 14% 11%
Significance testing: Highest for 18-34s Highest for 35-54s Highest for 55+s
NB: not showing those who do not ever watch channel
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)SWITCHING ISN’T FRONT OF MIND CURRENTLY
This is partly for general reasons such as supplier satisfaction and contracts, but also
because they want to avoid potential disruption or difficulty of a new provider
How open would you be to switching providers during the Why wouldn’t readers switch?
lockdown? (Coded from open ends)
Mobile phone Upgrading mobile Satisfied with current Concerned about difficulty
Broadband provider TV provider provider phone provider and unreliability
4% 3%
4% 1% 1%
27% 3% 5% 9%
22% 24%
19% 16%
21%
16% 12% 59% 11%
24% 25% 27% 28%
44% 46% “These provider currently give “I don't want to risk disrupting
46% 43%
me the services I want and I availability of having engineers
68% 71% 71%
73% have got no reasons to change in if there is a problem”
for now. More so, I have
Unlikely to consider switching Wouldn’t consider switching subscription services with them
which is currently running and “Too many other important
Might consider switching Very likely to consider switching things to think about at the
haven't expired yet”
Actively looking to switch moment.”
SOURCE: MATTERS SURVEY APRIL 2020
BASE: All respondents (424)Lockdown: Week Five
We’ve wanted to understand what readers are
watching to keep themselves entertained during
lockdown.
Using our Matters community, we asked our
readers what they’re watching, how that’s
changed over time. We also asked them about
their attitudes towards switching providers during
lockdown.
SURVEY:
10-15 min online survey
Readers recruited through Matters Panel
FIELDWORK DATES:
23rd - 27th April (424 respondents)
Lockdown: Week Three
Methodology
SAMPLE:
Data weighted to be representative by age and
gender of MMM daily readershipYou can also read
