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Growing affluence across India has also brought about an important social change: an increase in nuclear families, the single-biggest change that has influenced the ownership and viewing habits of India’s growing TV universe.
This fact came out of a Broadcast Audience Research Council (Barc) study that covered 3,00,000 homes, 590 districts and 4,300 towns and villages with an overall 66% urban coverage.
From 153 million TV households in 2015, the Broadcast India study recorded a 19% increase to 183 million TV households. The critical difference is that while the absolute number of TV households may have grown, the number of TV individuals increased only by 16%, from 674 million to 780 million, during the period.
Sixteen years ago, one-third of Indian households had TVs. Today, close to two-thirds of households own TV sets. Two factors need to be looked at
One, 96.5% of these 183 million are single-TV households. This conveys that affluence may have led to the purchase of other consumer durables than opting to purchase a second TV.
The unique Indian habit of the entire family sitting together prevails. Two, urban India may have 84 million of the total 183 million TV households, with a ***** of close to 87%. But rural India has overtaken it with 99 million TV households, even as TV ***** remains 52%.
This points to an opportunity for exponential growth in the coming years. Interestingly, it is the pre-youth segment (15-21years) where TV individuals have increased by 13%.
The study also shows changes in demographic trends according to Barc’s New Consumer Classification System (NCCS).
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