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Pengguna Internet Meningkat, Riset Nielsen Indonesia: TV Tetap Nomor Satu | Databoks
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Pengguna Internet Meningkat, Riset Nielsen Indonesia: TV Tetap Nomor Satu

Jangkauan Media TV dan Internet di Indonesia (Kuartal III-2019 dan Kuartal III-2022)

Sumber : Nielsen Indonesia, PT (The Nielsen Company), 8 Desember 2022

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Penulis: Cindy Mutia Annur

Editor: Annissa Mutia

9/12/2022, 11.40 WIB

Hasil survei Nielsen Indonesia bertajuk “Streaming Content Ratings” menunjukkan bahwa pengguna televisi (TV) di tanah air saat ini menyusut drastis dibandingkan sebelum pandemi Covid-19. Sebaliknya, pengguna internet justru meningkat.

Tercatat, persentase pengguna TV  di tanah air mencapai 81,1% pada kuartal III 2022. Angka ini menurun dibandingkan kuartal III 2019 yang sebesar 93,7%.

Sementara, pengguna internet di Indonesia mencapai 76,7% pada kuartal III 2022. Capaian ini meningkat dari kuartal III 2019 yang sebanyak 55,1%.

Meski demikian, Nielsen Indonesia melihat bahwa penetrasi TV masih yang paling besar di tanah air, bahkan mengungguli penetrasi internet.

“Dua media dengan angka jangkauan terbesar, yakni TV dan internet,” demikian dikutip dari hasil survei Nielsen.

Internet Bakal Gantikan TV?

Dengan meningkatnya akses internet di Indonesia memang berdampak pada turunnya audiens TV. Namun, menurut Nielsen Indonesia, bukan berarti posisi TV bakal tergantikan oleh internet.

"Saya suka ditanya apakah internet menggantikan TV? Selalu jawabannya tidak. Mengapa ? (Karena) TV dan internet itu dia bukan bersaing tapi saling melengkapi," ujar Direktur Eksekutif Nielsen Indonesia Hellen Katherina dikutip dari Detik.com, Kamis (8/12).

Helen pun memaparkan bukti bahwa TV dan internet merupakan dua media yang saling melengkapi. Dari sisi gender, persentase pengguna TV sebanyak 51% adalah wanita dan 49% adalah laki-laki. Sedangkan, pengguna internet 48% merupakan perempuan dan 52% itu laki-laki.

"Dari segi usia, kalau kita lihat TV menjangkau banyak kaum dewasa sekitar 40 tahun lebih, sedangkan internet didominasi anak muda atau 30 tahun ke bawah," ujar Helen.

Adapun survei ini dilakukan terhadap 11.500 responden pengguna TV dan 3.700 responden pengguna ponsel berusia 10 tahun ke atas. Survei dilakukan pada Juni-Agustus 2022 di 11 kota besar di Indonesia.

Kota-kota tersebut terdiri dari Bandung, Banjarmasin, Denpasar, DKI Jakarta, Surabaya, Greater Yogyakarta, Makassar, Medan, Palembang, Semarang, dan Surakarta.

(Baca: Deretan Konglomerat Pemilik Stasiun Televisi Terkaya di Indonesia Versi Forbes)

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