2020 Digital Media

Highlights in India

Neha Singh
DIRECTOR AND HEAD, CLIENT SUCCESS
COMSCORE INDIA
NSINGH@COMSCORE.COM
Comscore is a trusted partner for planning, transacting
and evaluating media across platforms

Founded July, 1999

Clients 3,200+ worldwide

Employees ~1750

Headquarters Reston, Virginia, USA

Global coverage 78 countries reported

Big data 1.9 trillion global interactions per month

All stats as of April 2019 2

India Digital Universe reported by Comscore
UNIQUE VISITORS

Total Digital Population (Desktop 6+ and Mobile

405,883,213
18+)

Desktop / PC (Home & Work) 94,155,718

Mobile (Smartphones and Tablets) 385,351, 632

Mobile Phone (Android) 376,896,500

Mobile Phone (iOS) 4,662,968

Tablet Android 14,662,329

Tablet iOS 653,165

Source: Comscore MMX Multi-Platform, Nov 2020, India 3

Total Digital Population at a glance

Demographic Distribution of 64% of the online population is

UVs in % under the age of 35 years

38% 36% 34%

62%
30%
Male Female 15 - 24 25 - 34 35+

Source: Comscore MMX Multi-Platform, Nov 2020, India 4

COVID-19 Timeline
EVENT D AT E

Initial reports on coronavirus outbreak in Wuhan in China December 31, 2019

First case recorded outside of China in Thailand January 13, 2020

COVID-19 announced as a pandemic March 11, 2020

India observes 14 hours Voluntary Curfew March 22, 2020

India blocks arrival of international flights March 22, 2020

Lockdown in India March 25 – May 31, 2020

Initiation of unlock in phases in India June 1, 2020 onwards

Source: who.int 5
Impact on outdoor activities
 Engagement with online travel category declined by Travel category
90% during the Lockdown gradually revived
120
towards the end of
100 100 the year
88
80 • Engagement with travel category
came to a halt during the
65 66 lockdown with a 90% decline in
60 59 Total Minutes in April 2020
51 • As the lockdown was lifted, local
40
and domestic travel resumed
• Car hailing apps, airlines and
hotels started seeing a revival
20 21 20
18
15 • With 4.6 billion total minutes in
9 Nov 2020, travel category is
0 about 66% of its pre-Covid levels
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 in terms of engagement
Total Minutes (Billions)

Source: Comscore MMX Multi-Platform, Travel Category, Jan 2020 – Nov 2020, India 7
 Maps/ GPS/ Traffic Apps are at 70% of their pre-Covid Engagement with
engagement as of Nov 2020 navigation apps
120 declined as well
during lockdown
100 100
95
1. Maps / GPS / Traffic category
80 that includes apps like Google
75 maps and the like, saw about
67 80% decline in engagement
65
60 59
between Jan 2020 and April 2020
2. The category started showing
44 signs of revival the moment that
40 40
36 the lockdown was eased
31
3. With 3 billion minutes spent in
20 20 Nov 2020, the category is at
close to 70% of its pre-Covid
levels from Jan 2020
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20
Total Minutes Indexed (Jan 2020 = 100)

Source: Comscore MMX Multi-Platform, Directories – Maps/ GPS/ Traffic Category, Jan 2020 – Nov 2020, India 8
 IPL breathed life into the sports category Revival of Sports
160
152 category
140

• One of the categories that was

120
deeply impacted by lockdown

100 100
• Cancellation of sports events led
92 to a sharp decline in engagement
88 89 as well as reach
80
• Between Jan and May 2020, the
60
time spent on sports sites and
apps declined by 87%
48
40 39 • The engagement zoomed with
33 IPL in September 2020 and
continued to peak until Oct 2020
20
15
9
13 • With 4 billion total minutes in Nov
0 2020, the engagement with
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Sports category is back to pre-
Total Minutes Indexed (Jan 2020 = 100)
Covid levels from Jan 2020

Source: Comscore MMX Multi-Platform, Sports Category, Jan 2020 – Nov 2020, India 9
Embracing the digital
 Average Minutes per Visitor in a month Remote working and
120
112
rise of collaboration
tools
100
100 +610%
+254% 1. Engagement with
Business Continuity Tools
80
spiked during lockdown
2. Their usage continued
60 57
+140% +237% even after lockdown was
46 lifted
40
3. With many organizations
22 24 rethinking office spaces
21
20 and remote working
12
becoming the new normal,
this space should be
0
Zoom Microsoft Teams Slack GotoMeeting interesting to watch in
Jan-20 Nov-20 2021

Source: Comscore MMX Multi-Platform, Custom List, Jan 2020 - Nov 2020, India 11
Dependency on sites / apps in Kids’ category increased
as schools shut down

Reach of Sites / apps in the Kids At 2 billion total minutes in Nov 2020,
Category increased by 50% between engagement with the category is 36%
Jan 2020 and Nov 2020 higher than pre-Covid levels from Jan
160 2020
152
140 146 143 150 160
131 132 135 136
120 118 120 140
100 100 120
84 100
80 100
60 80
40 60
20
40
0
20
0
Index Total Minutes (Jan 2020 = 100)
Index Unique Visitors (Jan 2020 = 100) Jan-20 Nov-20

Source: Comscore MMX Multi-Platform, Family and Youth – Kids, Category, 12

Jan 2020 - Nov 2020, India
 In Nov 2020 engagement with Education category was Education goes
47% higher than pre-Covid levels from Jan 2020
250 online
1. Engagement with online
200 education fueled by lockdown
195
continued to grow throughout the
173
164 year with occasional dips
150 153
147 2. Byjus saw as much as 291%
141 142 139
increase in Total Minutes spent
on its site and app combined
103 106 between Jan 2020 and Nov
100 100
2020
3. With 7 Billion Total Minutes in
50 Nov 2020, engagement on
Education category is 47%
higher than pre-Covid levels from
0
Jan 2020
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20
Total Minutes Indexed (Jan 2020 = 100)

Source: Comscore MMX Multi-Platform, Education Category, Jan 2020 – Nov 2020, India 13
 After a peak during lockdown, the engagement with Online News kept people
News Category is normalizing but still higher than pre- informed during and after
Covid levels lockdown
140
133
127 1. Between Jan 2020 and
120
115 115 April 2020, the time spent
108
100 102 103
107 on online News increased
100
94 94 by 33% in India
80 2. The worldwide average
during the same period was
60 23%
40 3. With 68 billion minutes
spent on News sites and
20 apps in Nov 2020 in India,
the engagement seems to
0 be normalizing to pre-Covid
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 levels, but is still 7% higher
Total Minutes Indexed (Jan 2020 = 100)

Source: Comscore MMX Multi-Platform, News/ Information Category, Jan 2020 – Nov 2020, India 14
2020 put online streaming at the center of Entertainment

Top Entertainment entities are Audio or

High engagement with Entertainment Video streaming players
Category continues long after the
lockdown is lifted Top Multi-platform Entities UVs (000)
140 YouTube (Mobile App) 351,326
129 132
120 122 117 120 MX Player 150,923
112 112
106 105
100 100 Star India (Hotstar.com) 122,857
88
80
Google Play Music (Mobile App) 64,974
60
JioTV (Mobile App) 59,784
40
20 Primevideo.com 56,809
0 Saavn Group 46,122
Gaana.com 41,258
Wynk.in 40,681
Total Minutes Indexed (Jan 2020 = 100)
The Times of India - Etimes 40,637

Source: Comscore MMX Multi-Platform and Mobile Metrix, 15

Entertainment Category, Nov 2020, India
 Retail category shows a V Shape recovery in May 2020 Online Retail –
to zoom past its pre-Covid engagement levels by Jun
2020 The New Normal
160

140 143 1. Total Minutes spent on retail sites

plummeted during the lockdown
120 2. It sharply revived once the
115 112
107 107 106 lockdown was relaxed to reach
100 100 higher than pre-Covid levels
91 92
87
80 3. In Oct 2020, with 97 billion
72 minutes, the retail category
60 peaked in terms of engagement.
It was 43% higher than the pre-
40
Covid levels from Jan 2020
4. The engagement shows
20 normalization in November 2020
but is well above pre-Covid levels
0
Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20
Total Minutes Indexed (Jan 2020 = 100)

Source: Comscore MMX Multi-Platform, Retail Category, Jan 2020 – Nov 2020, India 16
Indications of the New Normal

• Continued engagement with Business Continuity tools indicates an

inclination towards remote working wherever practical
• Entertainment and Education for kids is embracing the digital as is evident
by the surging time spent on Education and Kids categories
• Latest Entertainment rankings indicate Audio and Video Streaming are
continuing to gain traction much after the lockdown is lifted

17