MIPTV 2021: GLANCE ANALYZED THE LATEST AUDIENCE'S TRENDS

During the opening day of Digital MIPTV, one of the featured panels was titled “One TV year in the world: cracking audience trends” and was presented by Glance, a brand of Médiamétrie, and the specialist of international TV markets and leading provider of TV and SVOD ratings in more than 120 territories.

●   2020: A UNIQUE YEAR IN GLOBAL TV CONSUMPTION

First of all, Frederic Vaulpré, Vice President of Glance/Mediametrie, started by talking about 2020, which he described as a “very special year for TV and video consumption”. Then, he revealed that the average viewing time per day last year was 2 hour and 54 minutes, which is six more minutes than 2019. In young adults, the number was 1 hour and 49 minutes, two more minutes than 2019.

A large majority of the countries were above the average daily TV viewing time. In fact, in North America, the viewing time was 3 hours and 32 minutes, while in South America the number was 3 hours and 50 minutes. The same trend occurred in Europe (3h 54’), Middle East (3h 58’) and Africa (4h 05’). On contrast, Asia and Oceania stayed in the average time.

●   TOP CONTENT LAUNCHES IN 2020

Later, Avril Blondelot, Head of Content Insight of Glance of Glance/Médiamétrie, talked about the top content launches during last year. “One might think that perhaps there were stronger launches last year, but most top launches did not have higher ratings. In fact, 18 out of 32 top audience series decreased by 18% on average,”  Blondelot revealed. The situation was completely different for acquired content. In this area, 18 out of 30 top acquired series increased by 97% on average.

Regarding the type of content that travels well, the executive highlighted cop series such as “Bäckström” or “Van Der Valk”; political and period dramas such as “Zuleikha Opens Her Eyes” or “The Salisbury Poisonings”; human dramas such as “Live and let live” or “Hanzawa Naoki”; and real-based stories such as “Cantora: la herencia envenenada”, among others.

Blondelot also distinguish the format “The Masked Singer,” which was the best launch in Finland, Israel and Norway. According to Glance, it ranked 12 times in the top 5 of format launches. Other important titles in this aspect were “LEGO Masters” and “I can see your voice”. Lastly, the executive selected the top new launches so far in 2021.