The outbreak of coronavirus is significantly impacting industries across India, with the music and entertainment industry being no exception. With the implementation of lockdowns across all states as a way of containing the spread of the virus, public gatherings have been prohibited and theatres, cinemas, music festivals, shows, and concerts have been closed or canceled indefinitely.
Megacities showed a 22 percent hike in viewership, led by a 28 percent growth in Mumbai, followed by a 22 percent growth in Delhi. In the latest BARC data–the viewership of news channels in India grew by 57%, and the advertising on news grew by 21% to about 10 million seconds of free commercial time (FCT). Advertising on kids’ genre went 27% up while Hindi Movies genre and Hindi GEC witnessed a jump of 8% each, in FCT.
Therefore, the pandemic has created a shift of viewership from movie theaters towards OTT platforms, this is expected to grow and even stay after the lockdown is lifted.