“Except for Chrome Digital track – there is no solo consolidated measurement of linear feeds across all Digital Platforms. For content consumption, there is cable besides that you will have the same channel/ feed being consumed on Mobile phones, connected TVs and browsers- these are the sets that we measure through the SDKs installed across our panel homes,” said Pankaj Krishna, Founder and CEO, Chrome DM while speaking at the first edition of Medianews4u Print and Television Summit.
He further said that the largest Media company in India is Meta and Google India is at the fourth position. This is the threat of foreign dominance, we have them dominating Indian businesses. Krishna underlined the apprehension of the News narrative eventually getting driven by the biggest carriage platforms for publishers – which could be the Metas an Googles of the world .
“India is a market where we are used to consuming data and entertainment for free. All news channels or the majority of them depend on the digital revenue coming from YouTube, there could be a little bit of issue there, he said.
The India Media and Entertainment sector grew 20 pc in 2022 to reach Rs 2.1 trillion. The revenue of Digital media is almost on par with Television as an industry. Almost 70 pc of the digital revenue comes through advertising. Almost Rs 383 billion of the 70 pc comes from advertising and for Television it is Rs 313 billion.
The Cable and Satellite users in India approximately is 725 million and internet users have touched 850 million. The interesting thing is that there are 387 million individuals who have access to both, according to the subscriber survey done by Chrome Digital. Hence, both sides are getting equally strong and there is a transition of audiences consuming the same feed from cable moving on to digital.
Quoting a study on Cable and Trends- 2019- 2023 study, Krishna said that there are 161 million cable users among which approximately 50 million would be free dish. The challenge is that all of these will eventually lead to foreign dominance. We have the cable and satellite revenues being monetized by the broadcasters by their own sales team. But in the case of digital feeds almost 80 pc of digital revenue comes through platforms like Facebook, YouTube etc and that’s a pure black box as far as the publisher is concerned, in terms of the kind of revenue that gets generated which gets split between the two.
Speaking on the challenges posed by the news channels, Krishna said that it is to try and create their own sales team for monetizing it.
Krishna further spoke about the cross media data.
According to him, the Cross media data essentially helps in deciding which platforms to invest on. It helps in engagement of audiences, and provides a comprehensive view of audience behavior and preferences.
Digital consumption is split into two by devices which includes mobile devices and connected TV and by content which includes YouTube, native apps, and Social media. The data breakup the internet subscribers category wise on the basis of gender, income class, and age. The stakeholders of the chrome DM ecosystem consists of respondents, field executives, Tele callers.
“The panel consists of over one lakh individuals across cities and 25 pc gets refreshed every four months. Only those who do not fit the attention span are replaced. It works as a customer’s problem solving platform and performs door to door data collection. The panel will exercise a quick survey within 2-3 days and there will be audit proofs to solve client discrepancies,” Krishna added.
He further spoke on the media measurement methodology and news tracking methods.
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