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7/28/2019 Digital Addressability- TV consumption patterns
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Digital AddressabilityUnderstanding the Changing TV Consumption Habits
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Digital Addressability = Choice ?
Has digitization enhanced the choice set forconsumption?
Are consumers exercising choice?
What are key noteworthy changes?
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To explore these aspects
We have used the TAM Elite Panel Viewership paneldata
We have further split the Cable & Satellite Universeinto
Analog Homes receiving cable channels through co-axial
cable (without a set-top-box)
Digital Homes receiving cable channels either throughDTH or Cable Set-Top-Box (STB)
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Digitization = Contradicts traditional penetration
trends Rural Penetration = 4 x Urban
Penetration
Thanks to DD Direct Plus (possibly
the only FREE DTH service)
Within Urban India
Highest Penetration Level in
Mumbai+Delhi areas
Thanks to the mandated rollout ofCAS
Highest penetration in the TAM Elite
Panel Profile (SEC A1 with AC, PC
& Car ownership) = 30%
6 Metros - .95mn
Penetration 6.5%
All India Urban 1mn+ - 1.2mn
Penetration 5.2%
All India Urban 1Lac+ -1.4mn
Penetration 4%
All India Urban 1.8mn
Penetration 4%
All India Rural 6mn
Penetration 16.3%
All India 7.8mn
Penetration 9.3%
Mumbai + Delhi - 0.76mn
Penetration 10%
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Base:
225,000
Base:
746,000
Base:
971,000
Elite Viewers = Give Me More !
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Channels = Digital>Analog
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ExclusivityMeaningful ?
Source: TAM Elite Panel Market: Mumbai Time Period: Wk 1-13 2008
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Scenario no different in Delhi.
Source: TAM Elite Panel Market: Delhi Time Period: Wk 1-13 2008
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With this context
Lets Explore
Time Spent Viewing TV
Time Spent on Channel Genres (type of content)
Viewing pattern through the day
Sports Genre, interesting preference differences
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No Noteworthy Differences !
What we give = We receive !!
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Not One & The Same !