Digital Media Trends and

Consumer Habits during

Covid Pandemic
SUBMITTED BY:
KANAV MALHOTRA
MBA – 1 20421039
Time prior to COVID

 Before the pandemic hit the masses, consumers were adding, sampling, and
cancelling services in search of the best value for their time and money.
 They subscribed to an average of 12 media and entertainment services, while also
seeking more free and subsidized entertainment, such as ad-supported streaming
video.
 People used to share accounts amongst themselves in order to reduce the cost.
 People had option to either watch movies in theatres or inside the comfort of their
homes.
Categorizing consumers on the basis of
age

14-23 years 38-54 years 74 and above

23-37 years 55-73 years

Consumption Habits during the
Lockdown

 With work form home happening in almost every industry, people tend to watch
different TV shows, movies, gaming content whenever they have time.

 Earlier who had a specific time to watch online media can now watch content
round the clock.
People do not stick to one service

 Various surveys show people tend to change services often.

 They are always on the look out for freebies.

 People opt for a service to binge watch their favourite TV series and cancel their
subscription until a new season or series releases.

 They subscribe to services for specific events.

 Because of limited household income, people refrain from subscribing to multiple

services at once.
Different type of services which people
subscribe to
 Video Service on demand – Netflix, Amazon Prime, Hotstar, Disney+

 Music Streaming Service – Spotify, Gaana, YouTube Music, Jio Saavan

 Gaming Service – Nvidia GeForce Now, Google Stadia, Shadow, PS Now

 Audio Books – Audible, StoryTell, Instareader

 News/Newspaper – Hindu ePaper, Bloomberg, NBC Digital News

 Magazine – Autocar, Indiamags, Magzter

Things that attract customers for
getting subscriptions
 Broad range of shows and movies.

 New, original content not available elsewhere.

 Previously released content not available elsewhere.

 Free trial or discounted rate.

 Ad-free viewing experience.

 Bundled with other services

Reasons to cancel paid subscriptions

 Too expensive.
 Free trial or discount ended.
 Finished watching the content that led me to subscribe.
 Replaced with a new paid subscription service.
 Access content via a free, ad-supported streaming service.
 No live sports to watch.
 Lack of new content I am interested in.
Growth in video gaming expands during
the crisis
 More people have started to play games online during the lockdown.
 Younger audience is inclined more towards gaming on computers and consoles.
 Older people make use of their smartphones to play games.

People have said

 Played video games at home with my family a lot more.
 Played video games to socially connect with others.
 Watched celebrities and athletes play virtualized sports.
 Broadcasted their own game play for the first time.
Problems which the businesses might
face
 How can service providers retain customers and prevent churn once trials expire?

 How will consumers adapt to lost income and lower pay if the economic recovery
is slow?

 What happens if the content pipeline for original content is stalled for too long?

 How much more entertainment time will consumers devote to video gaming and
livestreaming services?