To help maintain interest, it will be key for broadcasters to get new programming into production and on screen as soon as possible, given that many will have exhausted their content during the MCO. It’s natural to assume that once the MCO is lifted, there will be a desire for people to want to experience life outside the confines of their home, which could impact the sustainability of viewership. To help maintain interest, it will be key for broadcasters to get new programming into production and on screen as soon as possible, given that many will have exhausted their content during the MCO,” says Jon-Paul Best, Managing Director, Nielsen Media (Malaysia). “It’s natural to assume that once the MCO is lifted, there will be a desire for people to want to experience life outside the confines of their home, which could impact the sustainability of viewership. Although the rakyat is thirsty for information, it’s not just news which has benefitted, as significant uplifts are also seen for Reality TV and Cookery & Female Orientated shows. While these unprecedented increases are enjoyed by all broadcasters, the uplift by genre changes, and like during a normal week, they can fluctuate on a day-to-day basis, influenced by the programming schedule. While we expected a rise in viewing as more people tune in to television to stay informed as well as to stave off boredom, we are surprised by the extent of the increase, which has surpassed viewing levels seen before the recent digital revolution. Importantly, increases were seen across both free-to-air and paid-for platforms. By 12 April, this had risen to 43 million hours, a staggering 49% increase. To look at it in a more simplistic way, at the end of January, the population was viewing a daily total of around 29 million hours of television. This change resulted in the average daily time spent viewing television rising to 7 hours 7 minutes from 5 hours 36 minutes before the MCO. By 12 April, this had changed to 58% and 32%, effectively transitioning a notable portion of viewers into the medium viewer category. Pre-MCO, the balance between medium viewers (viewers who watch 8-16 hours per day) and light viewers (viewers who watch 0-8 hours per day) was quite well distributed, at 49% and 44%, respectively. The effect of the MCO on TV viewing has had the biggest effect on consumers who historically watched less TV pre-COVID-19. While the rise would be expected given the lockdown, viewership data highlights that the restricted living conditions have altered the viewing behaviors of some consumers more than others. In Malaysia, the Movement Control Order (MCO) has sparked an average 30% rise in TV viewers since enacted. It has also had a dramatic effect on media consumption, especially television viewing. As has been the case around the globe, restricted living amid the novel coronavirus (COVID-19) pandemic has affected every aspect of daily life.
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