The results showed that viewership growth in the 15-21 age group is driven largely by the urban market. he 15-21 age group contribute to 16 per cent of the total TV viewership in India, said the report.

Compared to the pre-COVID period, average time spent on TV in Mumbai grew by one hour and 42 minutes. In Delhi, the time spent rose by around an hour and 26 minutes. In Mumbai and Delhi, where COVID-19 cases are among the highest in the country, news consumption on TV grew by 251 per cent and 177 per cent respectively.

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Growth in movie viewership is coming largely from pay platforms across urban and rural markets - 82 per cent and 69 per cent respectively. News stays strong in the Hindi speaking market with over 200 per cent growth in week 15 over the pre-COVID period, said the report.

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