The ongoing lockdown to combat the spread of COVID-19 has led KIDS’ summer month to advance by almost a month. Thus entertainment channels targeted at KIDS are making most of this time with gradual rise in viewership of their content.
Children are restricted to their homes during the lockdown and vacation time is the main event for these channels, with summer vacations leading from the front, when they see a spike in viewership and revenues.
Data released by the Broadcast Audience Research Council of India (BARC) reveals that overall TV viewership has seen 11% growth in Week 12 (March 21 to 27) as compared to the pre-COVID-19 lockdown weeks (January 11 to 31). The 2-14 year age group has shown maximum increase in TV engagement with a 41% spike in week 12 as compared to January. This has been led by a 39% spike in kids’ entertainment channel viewership. The genre has seen significant increase in engagement in the non-prime time slots (6 am to 6 pm) which is logical given that this time is otherwise spent at school, and/or other extra-curricular activities.
Broadcasters with interests in kids’ entertainment have revised their content plan for the year factoring this surge in viewership. In India, these broadcasters include Star & Disney India, Turner India, Viacom18, Discovery Networks India, and Sony Pictures Network India (SPN).