KUALA LUMPUR, 1 April 2020 – As “work from home” has been made compulsory for almost all organizations in Malaysia to prevent the spread of the Coronavirus (Covid-19), more people are shifting to the digital world as life outside home is put on hold. Ever since the Movement Control Order (MCO) took place, Media Prima noticed a prominent increase in the video consumption on its digital platforms. Given the ongoing restricted movement order from our government, people across the country and even the globe were told to stay at home and practice social distancing.
People have turned to digital media platforms not only as a source of news updates, but also as a means to connect with their family and friends. The MCO has contributed to an increase in Malaysians’ consumption of Media Prima content on YouTube by 35% while news video content increased by 80%. During these trying times, consumers’ main concern is regarding Covid-19 updates. Thus, the News & Current Affairs channels have also turned full attention to the aforementioned virus pandemic. Buletin TV3 received high viewership on their news videos for the past couple of weeks while Berita Harian and Harian Metro were the top 2 searches on Google Trends. NSTP sites have collectively maintained the highest combined traffic during this period. Media Prima’s news units have been diligently and faithfully serving Malaysians’ need and right to be informed. Due to irresponsible circulation of fake news, this is a very important step to be taken.
According to the Malaysian Digital Association’s recent report on the Covid-19 lockdown, there’s an increasing demand for entertainment where Media Prima’s tonton jumped 232% in sequential traffic in the third week of March.
All digital platforms, especially Media Prima’s YouTube channels, have been hosting live video streams, such as daily news programming and press conferences throughout the day. Not just that, the viewership on non-news content on Media Prima’s YouTube channels have been increasing too. The reality show “I Can See Your Voice” pulled in over 2.5 million views, while TV dramas such as Seindah Tujuh Warna Pelangi also managed to pull in over 2.5 million views, Rindu Yang Terindah with over 2 million views, Budak Tebing with over 1.1 million views and Maaf Tak Indah with over 500,000 views in just 6 days from 16 March to 21 March.
The MCO period has led to changes in media consumption behaviour, making it a good time for advertisers to review their marketing strategy which may involve curating content and messages with caution and sensitivity during this difficult time as well as shifting ad spends into more relevant mediums based on these changes.
In crucial times like this, everyone is advised to play their part in staying at home and staying safe. Let’s flatten the curve and hopefully, we’ll all get to see the end of this pandemic soon.
Executive, Communications, Media Prima Digital