Traditional media consumption keeps growing during COVID-19 outbreak
Over the course of the past two weeks, British media consumption has continued to rise, with gains for the BBC, The Sun and Daily Mail, according to the latest Havas Media Group COVID-19 Media Behaviours Report.
64% of people are watching more live TV than they did before lockdown, according to the second instalment of the fortnightly report, a net increase of 15% since first set of findings. At the same time, there's been a 22% net increase in people watching more VOD platforms; a 21% net increase in respondents visiting social media platforms more; and a 16% net increase in respondents using streaming platforms like YouTube more.
In the last report, the BBC came out as the platform doing the best right now, and this has been reinforced, with the broadcaster seeing a 16% net increase in people watching its news more than they did prior to the coronavirus outbreak, and a 15% net increase for other BBC channels. Now, too, 69% of people see the BBC as a brand they trust for true information about COVID-19 - a 5% net increase.
Newsbrand consumption has also gone up. The Sun and the Daily Mail saw the biggest growth rate, with The Sun receiving a 5% net increase in people reporting to read it more. The Daily Mail also has a 5% increase in consumption since the first survey. They're followed by The Guardian, which had a 4% net increase in people reading it more during the outbreak versus the study’s first week.
Eva Grimmett, Chief Strategy Officer at Havas Media Group, said: “This latest iteration of our report shows a further swing towards trusted and meaningful media channels and brands during the Covid-19 outbreak, with more growth for live TV, the BBC and news brands.
"It’s fascinating to see the changing needs of consumers reflected, with people seeking out connection, escapism and inspiration from media, as they look for ways to cope with the situation.”