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��Impact of Lockdown on Television and ‘Over the Top’(OTT) services

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Group 1

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Overview

The global pandemic COVID-19 has resulted into lockdown throughout the nation. This project is conducted with a view of analysing the usage of the TV and OTT services in pre-lockdown and during lockdown period.

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Aims

  1. To determine the usage of TV and OTT platforms with respect to various age groups.
  2. To perform hypothesis test to check whether the OTT platforms have gained more popularity.

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Methodology

  • Collection of primary data with the help of a questionnaire using Google forms

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  • Filtering and converting data in suitable form for analysis

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  • Analysis by statistical techniques such as graphical analysis, ANOVA etc. using MS Excel and R

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Primitive analysis

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In these two age groups, most of the viewers watch both TV and OTT content

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Among the people of age 40-49, considerable amount of people watch only TV

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A very high proportion of people aged 60 and above watches only TV

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Final Analysis

Aim 1. To check the Variation in usage of TV and OTT content due to different age groups

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Average time Spent in hours

  Age groups

TV before lockdown

TV during lockdown

OTT before lockdown

OTT during lockdown

<20

1.0144

2.0909

0.9713

2.4952

20-29

0.875

1.7034

1.1373

2.6716

30-39

1.1212

1.7121

1.2273

2.061

40-49

1.0541

2.0135

0.5068

1.2568

50-59

1.1087

1.9565

0.3695

0.8804

60+

1.9286

2.8214

0.0714

0.5714

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A) Television

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Null Hypothesis :-

  • H01 :- There is no significant difference between time spent in watching TV among different age groups
  • H02:- There is no significant difference between time spent in watching TV before and during Lockdown

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Alternative Hypothesis :-

  • H11:- There is a significant difference between time spent in watching TV among different age groups
  • H12:- There is significant difference between time spent in watching TV before and during lockdown

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ANOVA

 

 

 

 

 

 

Source of Variation

SS

Df

MS

F

P-value

F crit

Rows

1.480686

5

0.296137

22.57537

0.001922

5.050329

Columns

2.249695

1

2.249695

171.5006

4.63E-05

6.607891

Error

0.065589

5

0.013118

 

 

 

 

 

 

 

 

 

 

Total

3.795969

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We can clearly see both the F values exceeding the respective critical values, hence we reject both the null hypothesis

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  • Conclusions :-

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A) There is a significant difference between time spent in watching TV by different age groups

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Possible explanations :

  1. TV is still the sole source of entertainment for older generations
  2. Lack of awareness and willingness to try OTT content among higher age groups

 

B) There is significant difference between time spent in watching TV before lockdown and during lockdown

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Possible explanations

  1. Re-telecast of old popular shows
  2. Availability of more free time
  3. More viewership to News channels than ever before

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B) OTT Media

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Null Hypothesis :-

  • H01 :- There is no significant difference between time spent in watching OTT media among different age groups
  • H02:- There is no significant difference between time spent in watching OTT content before and during Lockdown

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Alternative Hypothesis :-

  • H11:- There is significant difference between time spent in watching OTT media among different age groups
  • H12:- There is significant difference between time spent in watching OTT content before and during lockdown

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Source of Variation

SS

Df

MS

F

P-value

F crit

Rows

4.360793

5

0.872159

7.792481

0.020876

5.050329

Columns

2.662846

1

2.662846

23.79175

0.004562

6.607891

Error

0.559615

5

0.111923

 

 

 

 

 

 

 

 

 

 

Total

7.583254

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ANOVA Table

We can clearly see both the F values exceeding the respective critical values, hence we reject both the null hypothesis

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Conclusions :-

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A)There is a significant difference between time spent on watching OTT content by different age groups

Possible explanations :

  1. OTT is still not appealing and seemingly complicated thing for older people
  2. Younger generations have more access and awareness about latest OTT shows

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B) Also there is significant difference between time spent in watching OTT media before lockdown and during lockdown

Possible explanations:

  1. Enormous amount of content available on OTT that can be watched at any time
  2. Heavy promotions by OTT platforms
  3. Availability of various genres, shows from different parts of the world

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�������� Aim 2. To perform hypothesis test to check if TV or OTT platforms have gained more popularity during the lockdown.�

The above aim is analysed in two different ways, one considering the amount of time as primary data, and the other while considering number of subscriptions as primary data.

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A) OTT platforms

  1. Based on the no. of subscriptions

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  • Null Hypothesis :-

H0 : There is no significant difference in no. of OTT subscriptions before lockdown and no. of new subscriptions during lockdown

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  • Alternative Hypothesis :-

H1 : There is a significant difference in no. of OTT subscriptions before lockdown and no. of new subscriptions during lockdown

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  • Analysis :-

After performing a Wilcoxon Signed Ranked test for no. of subscriptions before and during lockdown; we got a p-value less than alpha/2 (2.5%), and hence we reject the null hypothesis.

Conclusion:

Here according to the data, the OTT platforms were already popular among the people before the lockdown and thus there is lesser new subscriptions to the OTT platforms during the lockdown as most of the OTT users had already subscribed before lockdown.

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2. Based on the amount of time spent

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Time Spent (in hrs.)

Class mark (xi)

No. of Users(fi)

fixi

0-2 hrs.

1

336

336

2-5 hrs.

3.5

60

210

5-7 hrs.

6

6

36

7-24 hrs.

15.5

0

0

 

 

402

582

Mean= 1.45

OTT usage before lockdown

Time Spent (in hrs.)

Class mark(xi)

No. of users(fi)

Fixi

0-2

1

143

143

2-5

3.5

183

640.5

5-7

6

58

348

7-24

15.5

0

0

 

 

384

1131.5

OTT usage during lockdown

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Mean= 2.95

% Increase in average time spent on OTT platforms During Lockdown= 103.45%

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OTT usage

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  • Null Hypothesis:-

H0: There is no difference between the average time spent on OTT media before and during the lockdown

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  • Alternative Hypothesis:-

H1: There is a significant difference between the average time spent on OTT media before and during the lockdown

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  • Conclusion :-

Thus, there has been a significant increase in time spent on OTT media during lockdown.

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  • Analysis :-

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After performing a t-test for difference of mean time spent; we got a p-value less than 2.5%, and hence we reject the null hypothesis

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B)Television

(Based on the amount of time spent)

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Time spent (in hrs.)

Class mark(xi)

No. of users(Fi)

Fixi

0 - 2

1

413

413

2 - 5

3.50

53

185.5

5 - 7

6

6

36

7 - 24

15.5

2

31

 

 

474

665.5

TV usage before lockdown

Mean= 1.40

Time spent (in hrs.)

Class mark(xi)

No. of users (Fi)

Fixi

0 - 2

1

270

270

2 – 5

3.5

150

525

5 - 7

6

40

240

7 - 24

15.5

0

0

 

 

460

1035

TV usage during lockdown

Mean= 2.25

% Increase in average time spent on TV During Lockdown = 60.71%

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TV usage

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  • Null Hypothesis :-

H0: There is no difference between the average time spent on TV before and during the lockdown

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  • Alternative hypothesis :-

H1: There is a significant difference between the average time spent on TV before and during the lockdown

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  • Conclusion :-

There has been a significant increase in time spent on TV during lockdown.

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  • Analysis :-

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After performing a t-test for difference of mean time spent; we got a p-value less than 0.05, and hence we reject the null hypothesis

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TV vs. OTT during lockdown

 

Time spent on TV(hrs)

Time spent on OTT(hrs)

Student

1.9085

2.5642

Unemployed

1.9193

1.5323

Employed

1.8892

1.6962

Retired

2.52

0.94

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  • Null Hypothesis :

H0= There is no significant difference between the average time spent on TV and OTT during lockdown

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  • Alternative Hypothesis :

H1= There is significant difference between the average time spent on TV and OTT during lockdown

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  • Analysis :-

After performing a t-test for difference of mean time spent; we got a p-value greater than 0.05, and hence we do not reject the null hypothesis

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  • Conclusion :-

During lockdown, There is no significant difference between the usage of TV and OTT platforms respectively

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Final Conclusions

  • Lockdown has definitely increased the usage of both TV and OTT. However there is no significant impact over popularity of any of the two platforms as usage of both platforms has increased in similar amounts.

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  • While lockdown has created the interest for using OTT platforms in the millennial people, older generations have preferred the conventional medium of entertainment even during the lockdown.

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Thank You !!!