TV viewing survey based on results of indicators in 2022

Transcript

1. We know what Ukraine is watching TV viewing survey based on results of indicators in 2022
2. GENERAL VIEWING According to the results of the year, the total TV viewing (TVR %) compared to 2021 decreased by 17%, while the average daily reach ( Rch %) remained almost unchanged at 33.28%, but the average viewing time fell by almost 50 minutes or 18% (from 4:35:36 to 3:45:00). At first glance, this drop is small considering the war situation in the country. However, if following the monthly dynamics of TVR %, Rch % and Ats in 2022, might see many reasons for concern.
3. General viewing, Tvr% per month 7,13 7,7 6,54 6,28 6,18 5,39 6,44 5,19 5,99 6,47 6,41 5,68 8,2 8,46 3,92 4,83 5,26 4,69 4,79 4,33 5,03 5,05 4,57 3,74 0,00 5,00 10,00 January February March April May June July August September October November December Tvr % of IPTV/OTT per month 2021 2022
4. General viewing, Tvr% 0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 9,0 January February March April May June July August September October November December TVR% IPTV/OTT monthly, 2021-2022 2021 2022
5. General viewing, Tvr% We see after a strong collapse in March 2022, TVR % gradually recovers in the April-May period but remains 15%-20% below the indicators of 2021. However, already in November-December 2022, the TVR % indicator decreases sharply (the lag from the same period in 2021 is more than 30%). So, as of December 2022, we have a TVR % of 4% (almost the same as in March 2022, at the start of the war). Several reasons for such a sharp drop can be tried them to understand.
6. General viewing, Rch% per month 32,14 37,34 32,55 32,21 32,14 33,52 33,7 28,61 31,9 32,24 32,35 36,4 40,42 41,5 23,13 29,89 32,48 30,29 31,25 30,96 36,2 36,99 35,5 31,55 0,00 10,00 20,00 30,00 40,00 50,00 January February March April May June July August September October November December Rch % of IPTV/OTT per month 2021 2022
7. General viewing, Rch% 0,0 5,0 10,0 15,0 20,0 25,0 30,0 35,0 40,0 45,0 January February March April May June July August September October November December Rch% IPTV/OTT monthly, 2021-2022 2021 2022
8. General viewing, Rch% If looking at the monthly dynamics of the average coverage per day, it does not differ much from the dynamics in 2021, and even exceeds in some months the indicator of last year. That is, both in 2022 and in 2021, the same percentage of viewers watched TV on average per day, so could not affect the overall TV viewing rate. The reason so is how long the viewers have been watching TV, that considering in Ats.
9. General viewing, Ats per month 05:19:26 04:56:48 04:49:35 04:40:47 04:37:21 03:53:30 04:35:11 04:19:53 04:30:41 04:48:47 04:33:57 04:03:52 04:51:41 04:53:24 04:06:02 03:53:01 03:52:54 03:43:52 03:41:44 03:21:19 03:20:07 03:16:31 03:04:27 02:59:47 00:00:00 02:24:00 04:48:00 07:12:00 January February March April May June July August September October November December Ats of IPTV/OTT per month 2021 2022
10. General viewing, Ats 00:00:00 00:30:00 01:00:00 01:30:00 02:00:00 02:30:00 03:00:00 03:30:00 04:00:00 04:30:00 05:00:00 05:30:00 06:00:00 January February March April May June July August September October November December Ats of IPTV/OTT monthly, 2021-2022 2021 2022
11. General viewing, Ats We see a significant reduction in the average viewing time as early as March 2022 (almost by an hour, from 5 to 4 hours). After then is a gradual decline of the average viewing time during the year to 3 hours (as of December 2022). That was the reason for the strong decline in TVR %.
12. Viewing share by channel groups in 2022 58,8 59,0 46,9 42,6 42,4 38,5 39,4 41,2 41,2 42,8 43,5 42,2 13,3 10,9 17,0 19,7 19,8 20,6 22,1 21,4 20,3 17,8 16,7 16,7 6,1 5,3 6,1 7,1 7,6 10,2 9,2 9,3 9,7 11,1 11,2 12,4 6,0 8,3 11,2 8,4 7,6 7,1 6,4 4,5 4,9 5,0 4,9 4,7 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% January February March April May June July August September October November December Viewing share (Shr%) by genre in 2022 Other Regional Music Sports Children's TV series Documentary News Entertainment Movie General viewing
13. Channel groups by genre in 2022 Noticeable growth in the viewing share during 2022, primarily of movie channels groups as like the entertainment and educational segment. Therefore, it is quite understandable media groups want to strengthen their presence in these segments, which is what we are observing. Since the end of December, new channels have appeared in our monitoring - 1+1 Ukraine and ICTV 2, which will work precisely in this segment.
14. Average indicators by channel groups in 2022 48,01 17,04 8,07 6,84 5,3 4,64 4,41 1,95 1,23 0,89 1,62 2,45 0,91 0,44 0,35 0,28 0,24 0,24 0,1 0,06 0,05 0,09 0,00 0,50 1,00 1,50 2,00 2,50 3,00 3,50 4,00 4,50 5,00 0,00 10,00 20,00 30,00 40,00 50,00 General viewing Movie Entertainment News Documentary TV series Children's Sports Music Regional Other Average indicators by channel groups in 2022 Shr% Rat%
15. Top-20 channels in 2022 11,01 8,46 7,15 6,71 4,18 4,1 3,65 2,96 2,9 2,74 2,44 2,24 1,88 1,84 1,51 1,36 1,32 1,04 1,03 0,98 0,56 0,45 0,36 0,35 0,18 0,22 0,2 0,16 0,16 0,13 0,12 0,12 0,1 0,1 0,08 0,08 0,07 0,06 0,05 0,05 0,00 0,20 0,40 0,60 0,80 0,00 2,00 4,00 6,00 8,00 10,00 12,00 1+1 Marathon Novy Channel ICTV STB Channel "Ukraine" 2+2 ТЕТ TV1000 East TV1000 Action East Ukraine 24 Inter ViP Comedy NTN VIP Megahit HD TV1000 World Kino Channel 24 PLUSPLUS BIGUDI PRYAMIY Hollywood HD Top-20 channels in 2022 Shr% Rat%
16. Top-20 channels It is significant that six movie channels entered the Top 20 channels at the end of the year. Although the list is headed by 1+1 Marathon, and we also see ICTV at the top of the table, which broadcasts the "Edyny Novy" marathon, we can predict the high probability that in 2023 the list will be headed by entertainment channels. Already at the beginning of this year, Novy Channel, STB, TET are increasingly getting the highest share, while 1+1 Ukraine and ICTV 2 are showing rapid growth. Finally, to the traditional table of channel leaders by share in the last minute of 2022.
17. Top-10 channels by the last-minute watching in 2022 33,47 11,33 11,08 7,12 6,16 5,98 3,86 3,42 2,32 2,19 0,00 5,00 10,00 15,00 20,00 25,00 30,00 35,00 1+1 Ukraine ТЕТ 1+1 Marathon Novy Channel STB ICTV 2+2 ICTV2 KVARTAL TV Inter Top-10 channels, Shr% by the last-minute
18. Top-10 channels by the last-minute watching in 2022 Here, the new channel 1+1 Ukraine became the undisputed leader, which was able to retain a third of all the audience, while in second and third place were channels TET and 1+1 Marathon, which received each the 11% share. Thus, only three channels of the 1+1 group in the last minute of 2022 concentrated an audience of 56%.
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