The average viewing time per household has increased and the stickiness of large-screen audiences has increased
Beijing, January 12 (Reporter Liu Yang) Recently, the "China Audiovisual Big Data" system of the State Administration of Radio, Film and Television released a comprehensive analysis of China's audiovisual big data in 2020.
According to the statistics of the “China Audiovisual Big Data” system, in 2020, the average daily viewing time of TV viewers per household was 5.85 hours, an increase of 12.9% year-on-year. The number of daily viewing users accounted for 12.3% of all-day viewing users, and the number of on-demand users accounted for 34.0% of all-day viewing users.
The large TV screen has a large audience and high user stickiness.
Analysis shows that the average daily viewing time of TV viewers in each month of the year has increased to varying degrees compared with 2019, and the stickiness of large-screen viewers has increased.
Among them, in February, viewers stayed at home to fight the epidemic, which led to an increase in the average daily viewing time of 6.5 hours, reaching the highest level in the year, up 23.6% year-on-year.
Analysis shows that news programs cover 86.02% of TV viewers throughout the year, which is the highest among all types of programs; followed by TV dramas, which cover 85.06% of TV viewers throughout the year.
The broadcast proportions of TV series, cartoons, and sports programs were 30.7%, 7.8%, 4.5%, and the proportions of live broadcast ratings were 28.8%, 6.3%, and 3.4%, respectively. The proportions of broadcast and ratings were basically the same; news, movies, and variety shows The rating ratio is greater than the broadcast ratio, and the demand for ratings is stronger.
Analysis shows that TV viewers watch the longest TV series per household per day at 62.4 minutes; followed by news and variety shows with 46.2 minutes and 29.7 minutes respectively.
In February, the entire household was fighting the epidemic, and the average daily viewing time of TV series and news was higher than that of the rest of the month, at 75.0 minutes and 62.0 minutes, respectively.
During the Spring Festival in January, the average daily viewing time of variety shows per household was 40.6 minutes higher than in other months.
Analysis shows that in 2020, each TV viewer will watch 46.2 minutes of news programs per day on average, and each TV viewer will watch 62.4 minutes of TV series per day.
Among the prime-time TV dramas in 2020, contemporary urban and modern revolution-themed dramas have the highest broadcast volume, with a total of 184, accounting for 53.8% of the annual prime-time TV dramas.