In the year of Covid many things have changed for millions of Italians: from the most banal daily habits to the most serious economic needs and priorities. However, there is a trend that has grown exponentially and constantly: media use on demand. Could this be the start of the end of the broadcaster era? Certainly, in the near future, the most historic Rai, Mediaset and La7, they will have to deal with this data.
According to research conducted by GfK Synoptic, starting from March 2020 there has been a significant expansion of the catchment area. The forced stay at home during the lockdown has in fact favored the knowledge and use of Over-The-Top (OTT) platforms and their content on demand. In the space of a few weeks, we have gone from an average daily reach of 16% of the total population over 14 to 26% in April 2020.
After that, the percentage of content users video on demand in the average day it decreased during the summer of 2020, also for reasons related to seasonality, to then record a new peak in the last quarter of 2020. In January 2021 the percentage of Italians exposed to VOD again corresponded to about a quarter of the more than 14 years and remained at these levels until March 2021. It can therefore be said that this is a trend destined to last over time, beyond the unprecedented context of the first lockdown.
Finally, the data also show growth of dedicated time to the contents available on the OTT platforms. On the average day, it went from about 100 minutes per day dedicated in the pre-pandemic phase to about 2 hours recorded in the first quarter of 2021.