Dear colleagues!
This year, the first month of fall is interesting to us for two reasons:
How did the channels start in the new TV season?
Did the approaching local elections affect viewers' interest in news channels?
Let's not hide the fact that we expected an increase in TV viewing in September, but already now we can say with confidence that our expectations were not met. Total TV viewing in September amounted to 5.41%, which is only 0.16 pp. above this figure in August. That is, the record of "quarantine" television viewing in March-June of this year has not yet been surpassed. Viewers spend a lot of time outside the home, and even the launch of new television projects did not make them stay on TV anymore. Compared to August, the average viewing time increased by 3 minutes 15 seconds (almost 0:04:00 a day), while the average daily reach increased by only 0.51 p.p. .
As of the end of September, BigData Rating panel had over 423,000 active households.
Although overall TV viewing in September showed only modest growth, this does not mean that there has not been a redistribution of tastes among viewers. Traditionally, the greatest growth was shown by the group of channels of the general viewing genre, but which channels from this group and how much have grown - read in our latest report.
Channel groups by genre (type)
In September, the group of general viewing channels grew the most (an increase of 3.39 p.p. to 57.08%), which is logical, given the significant competition between the channels of this group and the powerful opportunities for purchasing and producing content of media holdings, which, above all, are represented by channels in this group. On the contrary, the viewing share of the group of entertainment channels, which ranked second, sank (down 0.68 pp to 7.96%). It is interesting to note the group of movie channels in September was able to improve their viewing share (by 0.10 p.p.) and take the third place with 7.34%. The group of sports channels, after a rapid growth in August, sank 1.19 percentage points in September and moved to fourth place with a viewing share indicator of 7.25%. The group of children's channels, which share in TV viewing was 6.46%, that is 0.60 p.p. lower than in August, it is in fifth place. The sixth place is taken by a group of news channels, which total share of viewing also dropped by 0.50 p.p. up to 5.28%. In fact, the indicators by the group of documentary channels remained unchanged (the share of viewingdecreased by 0.10 pp to 4.44%), which occupies the seventh position in the rating of groups (genres). In eighth place is the group of TV series channels with a total share of TV viewing of 1.68% (a decrease of 0.18 pp). The group of music channels (the viewing share in September decreased by 0.10 pp) holds the ninth place with the indicator of 1.63%.
General viewing channels
In September, the arrangement of the top three channels haven’t change: 1 + 1 channel retained the leadership, “Ukraina” channel ranks second. 1 + 1 had a 12.51% viewing share in September (an increase of 1.78 p.p.), and “Ukraina” channel - 10.29% (an increase of 0.35 p.p.). 1+1 has generated 610.9 thousand contacts with IPTV / OTT devices, while the TV Channel “Ukraina” had 594.1 thousand. The third place was taken by ICTV channel with a viewing share of 8.92% (an increase of 0.68 p.p.) and 553.7 thousand contacts). STB was able to improve its share of viewing immediately by 0.80 p.p. and ranks fourth (viewing share 7.16%, generated 613.9 thousand contacts). Novy Channel is in fifth place, having lost 0.02 pp in September. (The share of viewing is 6.49%, the number of contacts with the channel is 519.5 thousand), while Inter remains in sixth place with an indicator of 5.00% (the share of views increased by 0.10 p.p., 449.1 thousand contacts).
In general, the group of general viewing channels has gained 4,760,000 contacts with IPTV / OTT devices in September.
Entertainment channels
With the beginning of the TV season, the leader of the group, TET channel, has slightly dipped (decrease in the share of viewing by 0.03 pp to 3.25%), generating 398 thousand contacts with IPTV / OTT devices throughout Ukraine. The average viewing time of TET channel was 47 minutes.
NLO-TV channel is in second place with a viewing share of 1.55% (down 0.13 percentage points) The share of Mega(it is in third place) remained unchanged at 0.60%. NLO-TV channel has generated 224.2 thousand contacts with viewers, Mega channel - 194.3 thousand. OCE TV channel took fourth place in this group with an indicator of 0.46% (a decrease of 0.11 percentage points) and SONCE took the fifth place (the share of viewing has increased by 0.03 p.p. and amounted to 0.35%)
In general, the group of entertainment channels gained 1,790,000 contacts with IPTV in a month | OTT devices.
Movie channels
In September, TV 1000 East continued to hold the leading position (the viewing share 1.75%, an increase of 0.19 percentage points). In total, more than 283,200 unique devices connected to IPTV | OTT platforms viewers watched TV 1000 East throughout Ukraine with an average viewing time of 43.7 minutes this month.
TV 1000 Action East channel with an indicator of 1.14% (an increase of 0.02 pp, the number of contacts - 207.2 thousand) took the second place in the group. The third place in the group is held by the ViP Comedy channel (the viewing share 0.69%, drawdown by 0.13 percentage points), with which 178.6 thousand viewers have contacted. In fourth place is Enter Film channel (the viewing share 0.53%, a decrease of 0.08 pp, the number of contacts with the channel - 181.5 thousand). VIP Megahit HD (the share of viewing increased by 0.14 p.p. to 0.40%) took the fifth place - the channel's coverage reached 58.9 thousand households in September.
In general, the group of movie screening channels gained 1,930,000 contacts with IPTV / OTT devices in September.
Table 4. Film screening channels
Sports channels
In September, interest in watching football-themed channels has dropped significantly. Football 2 channel received the first place with a 2.90% viewing share (down 1.67 p.p.), while Football 1 (2.07% viewing share in September, a 0.54 p.p. decrease) took second position. Football 2 has gained 266.3 thousand contacts, and Football1 was watched by 235.9 thousand spectator devices. The third place with a 0.82% viewing share is occupied by Football 3 channel (the viewing share has increased by 0.51 p.p., the number of contacts with channel - 152.8 thousand) The fourth place is occupied by Setanta Sports HD channel with a viewing share of 0.68 % and 76.6 thousand contacts. Eurosport 1 ranks fifth with a viewing share of 0.20% (a 0.08 pp decrease in view share).
In total, the group of sports channels has generated about 1,440,000 contacts.
Children's channels
The viewing share of Plus Plus channel "sank" by 0.23 pp. to the level of 2.24%, but the channel remains in first place, have been generating 158.4 thousand contacts in September. Nickelodeon (down 0.08pp to 1%) ranked second, while Pixel (down 0.03pp to 0.86%) came in third, respectively. Nickelodeon channel generated 57.7 thousand contacts, and Pixel - 135 thousand. The fourth place is taken by Cartoon Network channel, which share of viewing has dropped by 0.19 percentage points up to 0.83%, and the number of contacts was 24.9 thousand.
In total, 879 thousand subscriber screens, which are connected to IPTV / OTT platforms, were in contact
with children's channels during September.
News channels
The first place among news channels continues to be held by the channel “Ukraina 24”, which share of viewingdecreased by 0.08 pp. to 1.59% in September (the channel received 263.6 thousand contacts and an average viewing time of 29 minutes). The viewing share of PRYAMYI channel, which ranked second, sank 0.14 p.p. up to 0.73%. The channel received 114.7 thousand unique contacts and an average viewing time of 45.5 minutes in September. 112 Channel showed 0.71% of viewing share, up 0.12 p.p. lower than its result in August, and ranks third with 145.8 thousand contacts. The average viewing time was 35 minutes. The fourth place in the group belongs to News One - according to the results of August its share of viewing was 0.63%, the number of contacts with the channel -114.6 thousand. Channel 24 is in fifth place (the share of viewing dipped by 0.05 p.p. to the level 0.37%), which generated 43 thousand contacts.
The total number of IPTV / OTT contacts by devices with the news TV channels amounted to 1,620,000 throughout Ukraine in September.
Documentary channels
The first place in the group continues to be held by Viasat History channel, which share of viewing remained unchanged at the level of 0.56% (the total number of contacts with the channel is 115.9 thousand), and NATIONAL GEOGRAPHIC channel takes the second position in the group with an indicator of 0. 45% (decrease by 0.05 p.p.). Number of channel contacts with IPTV / OTT by viewers throughout Ukraine amounted to 78.6 thousand. Viasat Explore CEE took the third place with a viewing share of 0.42% (the share of viewing increased by 0.02 pp). History Channel (0.36% viewing share, down 0.02 p.p.) is in fourth place, while Discovery Science channel is in fifth with 0.34% (unchanged).
The average viewing time of TV channels - the leaders of the group, was in September: Viasat History -44 minutes, NATIONAL GEOGRAPHIC -31 minutes, Viasat Explore CEE -42.3 minutes.
Overall, the group of documentary channels has generated 1,680,000 contacts with IPTV / OTT viewing devices in September.
TV series channels
The group of channels demonstrating TV series is headed by Bigudi channel, which received a viewing share of 0.37% in September (a decrease of 0.05 pp) and generated 85.5 thousand contacts with IPTV / OTT by households. In second place is FOX channel, which share of viewing decreased by 0.01 p.p. up to 0.34%. The third place is occupied by Paramount Comedy channel with a viewing share of 0.31%.
In total, the group of TV series channels has gained 516.9 thousand contacts with IPTV / OTT devices throughout Ukraine.
Music channels
M1 channel ranks first - its viewing share fell to 0.50%, followed by MUSIC BOX UA (its viewing share decreased by 0.06 pp to 0.32%). EU MUSIC ranks third with a 0.25% viewing share.
In total, the group of music channels has received 804.6 thousand contacts in September.
Regional channels
In September, Zaporizhzhyan TV, Channel Z remains in first place among regional channels with a viewer share of 0.116%. Channel 34 is in second place with an indicator of 0.055%. Donbass channel, has received a viewing share of 0.053%, is in third place, and Channel 4, which viewing share was 0.035%, is in fourth place. The next, Kiev channel has an indicator within 0.027% of the viewing share.
In September, the group of regional channels has received more than 870 thousand contacts with viewers using IPTV / OTT services.