Dear colleagues, wishing Happy New Year and Merry Christmas!
We wish you to stay healthy, positive with emotions and the embodiment of your most cherished desires in the new year 2021!
Traditionally, we take stock of the past year and talk about our achievements.
In 2020, sales of IPTV/OTT advertising to subscribers of the direction started, and now more than 20 channels are successfully developing this direction and monitoring of ad views and the calculation of potential inventory have already been implemented in Big Data UA software.
In addition, in January, at your request, new indicators will be implemented - in particular, the indicator of the number of full contacts with a TV show or movie, that is, those who watched from the beginning to the very end (Full View), and a calculated viewer indicator (i.e. the ratio of viewers who were in front of the big screen was introduced based on the number of people in the household). Of course, this factor does not apply to devices like a tablet or a smartphone - we consider such devices to be individual, that is, usually one person looks at them.
The coronavirus epidemic and related restrictions have greatly influenced the lifestyle of the Ukrainian population, their habits and, of course, the consumption of television content. Observing our IPTV/OTT panel, it can be noted that compared to 2019, in 2020 the total TVR% increased by 28% and amounted to 5.92%. Moreover, the growth was due to an increase in the average daily coverage, which in 2020 amounted to 31.74%, which is 25% more than in 2019.
Average watch time increased slightly, by just 7.5 minutes, or 3%. That is, in 2020, viewers watched TV much more often, although not longer than in 2019, respectively, we can state that the share of active viewers has increased.
Another interesting fact in 2020 is the extraordinary growth of TVR% during the lockdown period, in April-May last year. During this period, the monthly TVR% exaggerated 7%, and by the end of the year such figures were no longer repeated. In December 2020, monthly TVR% rose to just 6.16%.
Also, we could not ignore two questions - which channel received the highest viewing share on December 31, and which became the leader in the last minute of 2020.
Channel 1+1 gathered the majority of the audience on December 31 - the channel's share of viewing was 20.55%, and the following channels received almost half the following: ICTV (second place, share - 12.93%) and Channel ‘Ukraine’ (third place, share - 12.54%). In the table below, you can find the Top 15 Channels by Watch Share December 31, 2020.
Channel 1+1 also garnered the largest audience at the last minute of 2020. Almost a third of viewers saw off the old year on this channel (viewer share 32.72%). Channel ‘Ukraine’ accumulated 16.24% of the audience, ICTV channel - 13.08%. Thus, these three channels at the last minute of 2020 were watched by almost 2/3 of all viewers (more precisely, 62.03%).
Let's move on to the channel overview in December. As of the end of December, there were 431.4 thousand active devices in the IPTV/OTT panel. Traditionally, the largest increase in the last month of the year was shown by the group of general viewing channels, and the largest drop - by the group of sports channels. Read more in our latest December review.