The Moment Of Watching TV In Ramadan 2021 Decreases, Digital Media Is Getting More Attention

JAKARTA - In the midst of technological advances, television audiences are increasingly turning to digital media. It is evident from the data obtained by the Nielsen Indonesia survey agency, which found that there was a change in television consumption patterns in Ramadan 2021, which was lower than 2019 and 2020.

Looking at data from the Nielsen Consumer and Media View Survey taken in 11 major cities, it shows an increase in consumption and time using digital media during Ramadan 2021 compared to 2019.

The increase in media consumption was up by 24 percent and the increase in usage time was up by 35 percent. This is because they are looking for new sources of entertainment in digital media during Ramadan.

In addition, although Ramadan always boosts viewership, Nielsen noted that the TV Rating (TVR) in 2021 had decreased compared to the Ramadan period before the pandemic in 2019.

From Nielsen data in the two weeks before Eid, TVR was recorded at 12.3 percent, in 2020 it experienced a slight increase of 13.9 percent, but then in 2021 it fell quite dramatically to 10.4 percent.

Furthermore, at the time of Ramadan, the average TVR in 2019 was recorded at 13.4 percent, in 2020 it increased enough to 14.6 percent and fell again by 11.8 percent in 2021.

"One possible cause is the consumption of digital media, which has accelerated greatly since the pandemic in 2020," said Nielsen Indonesia Executive Director Hellen Katherina during a virtual press conference recently.

"(They) watching videos and shopping online, listening to music and playing games are the activities that we noted experienced the most significant increase," he added.

It was noted that the number of digital media users increased in Ramadan 2021 compared to 2019 for the online video category up 164 percent, online shopping increased 117 percent, listening to music rose 103 percent, and finally games rose 79 percent.

However, there was a 7.2-fold increase in viewers during the sahur moment at 03.00 to 04.30. Likewise when breaking the fast and taraweh from 18.00 to 22.00 which has the highest audience.

"Ramadan in the 2021 period shows consumers make many adjustments, including the media they consume," explained Hellen.