Home / Industry / Media /  Indian families still watch TV together: BARC

New Delhi: Despite its large population and rising affluence, India continues to be a nation dominated by single-television households. According to data from television monitoring agency BARC (Broadcast Audience Research Council), 98% of the 197 million TV homes in the country still have access to a single TV, which means most people still watch television together.

BARC’s Broadcast India 2018 Survey shows that the phenomenon is equally strong in all parts of the country with 97% of urban homes remaining single TV households, while the figure stands at 99% in rural India.

Entertainment for the average Indian still means spending time with family and friends: 82% of TV-owning individuals in the country spend 57% of their time watching TV together. This may be reflected in viewership trends for kids - instead of watching only kids’ channels as one would expect, the 2-14 year old category of viewers contributes 23% of the viewership on Hindi GECs (general entertainment channels), 18% of the viewership on Hindi movie channels and only 11% of the viewership on kids channels.

Most of the co-viewing, according to BARC, happens between couples or adults of opposite gender. About 40% of the co-viewing takes place between males in the 51-60 age group and females in the 41-50 category.

Among television genres, GECs benefit the most from co-viewing, grabbing 52% of the viewership, followed by movies and news with 22% and 8%, respectively.

The solo TV viewer is not entirely insignificant though. Of the 197 million TV homes in the country, about 2% of the homes have more than one television sets. The figure stands at 3% in urban India. This translates into 18% of the TV-owning population watching television alone. However, in terms of the total time spent on watching TV, the contribution of solo viewing is about 43%, allowing for specific and targeted content creation and advertising.

Lata Jha
Lata Jha covers media and entertainment for Mint. She focuses on the film, television, video and audio streaming businesses. She is a graduate of the Columbia School of Journalism. She can be found at the movies, when not writing about them.
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