Consumption of media has started to stabilise and settle into a new normal as social distancing takes hold in the US, reports IPG's Magna in its latest analysis of the impact of the coronavirus.
An estimated 86% of the population of the US was under some form of lockdown as of the start of April.
Magna says streaming continues to increase in both prime time and late night: +77% during prime (compared to last year) and +83% in late night.
All four major SVOD providers have seen growth from four weeks ago.
Amazon had the largest growth in March, with a 44% rise over February and a 177% increase over the same week last year.
YouTube streaming time has also more than doubled compared to 2019, up 134%.
Pandemic-related programming has risen to the top of the rankings. The movie, Pandemic, increased 686% compared to four weeks ago, while Containment grew 1,554%.
News networks continue to dominate on cable with CNN up 275% among 18- 49 year olds during the week of March 23.
FOX News was up +119%, and MSBNC was 104%.
Entertainment networks such as SYFY (+29%), Comedy Central (+24%), and TLC (+21%) have also seen significant year-over-year increases.
“Broadcast radio listenership, on the other hand, will likely continue to suffer, as most Americans are not commuting to work,” says Magna.
“Similarly, OOH will remain down as people stay indoors.”
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