Photo caption: Mr. Shakir Ebrahim, Founder of Bisbo India.
Mumbai, 06th May 2020: Forty-two days on, the nation-wide lockdown has led to an unprecedented set of habits for the Indian audience. From an extra eye out for news and information, digital audiences are now transcending towards analytical and detail-oriented videos and podcasts.
Is this a sign of better time management, an effort deepen their knowledge during their spare time or an attempt to distance themselves from depressing coverage of the COVID-19 pandemic? "Based on my understanding, it is a mix of all three factors", said Shakir Ebrahim, Founder of Bisbo India.
Bisbo is India's first platform which produces news and current affairs in an animated video format. The platform has been closely following digital viewership patterns during the COVID-19 crisis.
"While the first month of the lockdown saw most digital audiences opting for news, with a need to stay updated through the crisis, there seems to be a shift away from it. Instead of quick updates, audiences are now opting for detailed analysis and research, which has led to massive growth in viewership for explainer content, including ours", he said.
Case in point, organic traffic for Bisbo's YouTube platform, skyrocketed to a watch-time of 12+ million minutes. Before the lockdown, it had been clocking between 2 to 5 million minutes per month of watch time.
Surprisingly, this audience is not looking for health or coronavirus - but business-oriented explainers. Our most-watched videos are those on Anil Ambani's financial debacle, the Ratan Tata - Cyrus Mistry issue, the INX media case, Ranbaxy, Carlos Ghosn and others. The Anil Ambani video itself has clocked over 1 million views on its own."
Is this a sign of better time management, an effort deepen their knowledge during their spare time or an attempt to distance themselves from depressing coverage of the COVID-19 pandemic? "Based on my understanding, it is a mix of all three factors", said Shakir Ebrahim, Founder of Bisbo India.
Bisbo is India's first platform which produces news and current affairs in an animated video format. The platform has been closely following digital viewership patterns during the COVID-19 crisis.
"While the first month of the lockdown saw most digital audiences opting for news, with a need to stay updated through the crisis, there seems to be a shift away from it. Instead of quick updates, audiences are now opting for detailed analysis and research, which has led to massive growth in viewership for explainer content, including ours", he said.
Case in point, organic traffic for Bisbo's YouTube platform, skyrocketed to a watch-time of 12+ million minutes. Before the lockdown, it had been clocking between 2 to 5 million minutes per month of watch time.
Surprisingly, this audience is not looking for health or coronavirus - but business-oriented explainers. Our most-watched videos are those on Anil Ambani's financial debacle, the Ratan Tata - Cyrus Mistry issue, the INX media case, Ranbaxy, Carlos Ghosn and others. The Anil Ambani video itself has clocked over 1 million views on its own."
YouTube link: https://www.youtube.com/
And these videos are? "Detail-rich, meticulously researched, neutral and unbiased and visually appealing. An explainer video needs to provide a learning that's engaging, crisp and clear. When users have all the time in the world to check for these videos, only the best will be worth their while. And those are the ones which will survive on the other side of this demand for video content."
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