Breaching the 100 Million mark!

Digital is exploding with the rise of a new class of cord-cutters. Cord-trimmers opted for skinnier packages or cheaper alternatives to their existing cable subscriptions, while cord-nevers chose to stream content over linear TV. Despite this, TV remains a default for millions of households across India. However, the younger generation is swiftly cutting the cord on their cable and satellite subscriptions, relying largely on the internet to meet their entertainment demands. Cord-cutters have quickly become the most sought-after demographics, with entertainers, publishers, and advertisers eager to reach this sizeable, large audience at scale.

On the counting day (June 4th) Aaj Tak Live surpassed the 100 million mark, by 1 PM itself on a single day, achieving 104.03 million unique viewers across all digital endpoints, including YouTube, native apps, third-party apps, mobiles, CTVs, and browsers.

Lok Sabha Election 2024 Results – 4th June, 2024

Source: Chrome Digital Track. Period: 6 AM to 11 PM, 4th June, 2024. Unique Viewers across YouTube / Native & Third-Party Applications – Mobiles and CTVs

On the pivotal Lok Sabha Election 2024 Results day, 4th June 2024, the digital realm witnessed a surge in viewership across the top 3 Hindi news streams. The number of unique viewers for these channels during this crucial period underscores the significant interest and engagement of audiences across various digital platforms such as YouTube, native apps, third-party applications, mobile devices, and connected TVs. This data reflects the extensive reach and influence of digital news coverage during moments of national importance. Detailed statistics including the ISEC breakup, offering insights into how viewers accessed and consumed election-related news through diverse digital channels on this historic day.

During the Lok Sabha elections 2024, the unique viewers across all digital platforms like YouTube, Native & Third-Party Applications, Mobiles, and CTVs increased phenomenally. Before the Lok Sabha elections week, the average unique viewers for the top three Hindi news streams were around 37.50 million. 

Pre-Election week: Week 22, 2024 (25th – 31st May) 

Source: Chrome Digital Track. Unique Viewers across YouTube / Native & Third-Party Applications – Mobiles and CTVs, all figures are in millions.

However, during the election week, this number surged to cross the 125 million mark. Specifically, Aaj Tak Live reached 127.58 million unique viewers, ABP News Live garnered 102.09 million, and India TV Live attracted 99.03 million unique viewers for the week. This significant rise highlights the heightened public interest and engagement with digital news platforms during the election period.

During Election Week: Week 23, 2024 (1st – 7th June)

Source: Chrome Digital Track. Unique Viewers across YouTube / Native & Third-Party Applications – Mobiles and CTVs, all figures are in millions.

The incremental reach across all platforms has now breached linear broadcasts in certain cases. This incremental reach is therefore crucial for advertisers and publishers to track and gauge the actual reach of content, which is much higher than conventionally reported linear broadcasts. Moving forward, this cord-cutting behavior, paired with the subsequent migration of the young user base to online streaming platforms, ensures a significant transition from linear TV to OTT platforms.

“Reach” refers to the total number of unique viewers or users who have accessed a particular content or advertisement within a specified time frame. It measures the extent of audience exposure to a specific piece of content or campaign, indicating the breadth of viewership or engagement rather than the frequency of interactions. Reach helps in understanding the maximum potential audience that has been exposed to a digital asset, such as a video, website, or advertisement, regardless of how many times individuals may have accessed it. It is a crucial metric for assessing the effectiveness and scope of digital marketing efforts, providing insights into the overall audience impact and penetration of digital content across various platforms.

On the highly anticipated exit poll day, 1st June 2024, the digital viewership landscape witnessed significant engagement with the top 3 Hindi news streams. The unique viewership numbers for this critical period provide insights into the widespread audience reach across various digital platforms, including YouTube, native apps, third-party applications, mobile devices, and connected TVs. These metrics not only highlight the broad appeal of real-time news coverage but also reflect the diverse preferences of viewers accessing news content through digital channels. 

Exit Poll – 1st June, 2024

Source: Chrome Digital Track. Period: 6 AM to 11 PM, 1st June, 2024. Unique Viewers across YouTube / Native & Third-Party Applications – Mobiles and CTVs

The growth of connected TVs has been remarkable from 2019 to 2023, driven by increasing consumer demand for seamless access to digital content on larger screens. As technology advances and streaming services become more prevalent, connected TVs have emerged as a preferred choice for many households, combining the convenience of traditional television with the flexibility of online streaming. This evolution reflects a shift towards integrated entertainment experiences that cater to modern viewing habits. Stay tuned for the actual numbers that illustrate this transformative trend in the realm of home entertainment.

Connected TVs – the story so far

Source: Chrome DM SES, Mkt – All India, Dec’2023, CTV = 69 Mn, 3 Lac+ surveyed Households