NORDIJA INSIGHTS · MAY 2021
The Psychological behavior in families during quarantine times: The role of television
The million-dollar question in recent months has been what benefits has the pandemic left us? Most people agree on one thing - family time.
A year after the pandemic, we can see how families modified spaces and routines for the real delight of their homes; from an entertainment center (in which television plays a key role), multi-devices, board games, to greater challenges to creativity such as learning and creating new cooking recipes, improving internal spaces and gardens, to acquiring a new pet, but above all we saw how we learned a new way of understanding our family and their behaviors from confinement.
If we go back in time and think about what families were doing to entertain themselves at home, the first thing that comes to mind is television. Families would meet after dinner, tune into a channel with a show of interest, and then comment on it; the next day, the topic of conversation extended to neighbors and other families. It all changed during World War II; most of the programs on television were suspended in 1942, most women went out to work in factories and hospitals, while the husbands faced the war and sometimes did not return. The end of the war gave way to the Golden Era of Television between the years 1947 and 1960, major series such as Alfred Hitchcock Presents, The Twilight Zone, Walt Disney Anthology Series, Lassie, I Love Lucy, Adventures of Superman occupied the heart of the families.
This era marked a family reunion, where absolutely everyone wanted to forget the dark past and pretend that everything was like before. Does the story sound familiar?
Like the Second World War II, the most recent pandemic has hit the world economy, taken away thousands of loved ones, caused global social unrest, unemployment, entire cities have been frozen in time and empty, led to shortages of medical supplies, unification of governments, widespread uncertainty, to account for some of the global effects. Since World War II, we have not faced a crisis as devastating as the current one.
But the greatest impact of war is the same one we face today and promises to be lasting and mark our destiny in the medium term: the impact on our mental health. And with the advent of "New Normality," we accept that nothing will be as before, we face fear when boarding a plane, seeing our restricted freedom, and every step we take leads us to move forward with our lives, but it leaves an impasse in our individuality and in society.
But it is not all bad news, and it is that the pandemic has represented an opportunity for improvement for family union, with the consequent impact of sharing more time among loved ones and in the psychological moods of all, as happened in the post-war period; families met and were able to share more time. Today we see that families invested money in the most emblematic entertainment object of recent years, Television. Whether through its operators or by OTT applications that emerged during the pandemic like Disney+, TV is again the protagonist among families to forget for a few moments the confinement that still occupies our reality.
The other fundamental tool in our daily life is the internet, without it, it would be impossible to enjoy Netflix, receive or teach virtual classes, or hold work meetings, and the cloud, which has allowed us to enjoy and store information, memories, applications and optimize the use of the internet and entertainment. These are another topic of deepening but that deserves to be highlighted because thanks to them, we have managed to survive in this "new normal".
At Nordija, we saw how our current operators were looking for the perfect combination of cloud, internet, and TV, and solving that search, we created Stratos, a Saas solution, which aims to reduce integration time at low cost.
As an example, let's talk about Spain, where 57% of viewers from the Iberian region choose traditional TV or TDT over other options, and only 15% of this expectation takes place from the bedrooms or kitchen. The living room wins outright as a meeting place in front of the screen.
With all this data, we have extracted that the confinement has brought back traditional TV, the living room has become once again the heart of the home, and families gathering around the TV has become a trend, this has helped on their psychological behaviors of feeling hope through family sharing quality time.