Video Research Ltd. Survey: "How Has TV Viewing Changed During the Pandemic?"
Video Research Ltd. announced on April 23 the changes in consumers' lifestyles and television viewing habits resulting from the spread of the novel coronavirus.
Two weeks have passed since the state of emergency was declared for seven prefectures on April 7. The report analyzes how consumer behavior and TV viewing have changed as a result, using data from an online survey and viewership ratings (Kanto region). This section focuses on TV viewership ratings.
(Graphs/Tables provided by Video Research Ltd.)
(Reference) Overview of COVID-19 Impact Survey
1.Survey Method: Internet survey
2. Survey Area: Greater Tokyo Area (Tokyo, Kanagawa, Saitama, and Chiba Prefectures)
3. Survey Sample Size: 1,500s ※Survey conducted with gender and age composition matching the population structure. 15-year-olds are high school students and above.
◇Television Viewing Trends Shift Significantly Alongside Rapidly Changing Lifestyles
(1) Change in TV Viewing ①: <Kanto Region 6 AM-12 AM Total Household Usage Time (HUT) ※ Compared to Same Period in 2019>
◇Information sources demanding immediacy
Currently valued information sources / Most valued information sources
〇 Currently, "TV" is the most valued information source, followed by "Internet news articles." Under current circumstances, obtaining information in a timely manner is considered essential.
◇High-Demand Content: "Comedy Shows," "Foreign Films," "Anime"
Currently Watched Program Genres / Desired Program Genres
〇For "Program genres frequently watched," "News/Current Affairs Programs" rank highest at 43.6%.
〇For "Program genres I want to watch more of," "Comedy shows," "Foreign films," and "Anime" are the top three items.
◇Post-COVID: "Eating Out" and "Domestic Travel"
The company states: "Currently, we can say we are facing a situation where our freedom of action is restricted for the first time since the post-war period. 'Fear of the novel coronavirus' reaches nearly 60%, and 'restrictions on action' and 'uncertainty about plans and outlook' are also cited as major sources of worry and stress.
Rather than passively waiting for the situation to resolve itself, it is crucial to proactively consider actions to prevent the spread of infection—such as dining out, domestic travel, meeting friends/acquaintances, shopping, and banquets/drinking parties—and take steps to bring the situation under control."
Press Release: https://www.videor.co.jp/press/2020/200423.html
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