Insight of the Week: Binge Watchers
361,000 Americans binge-watched the entire second season of Netflix’s Stranger Things within the first 24 hours it was released. That’s nine episodes, each about an hour in length. Whether it’s an all weekend marathon or rewatching our favorite episodes (“Flu Season” from Parks and Rec is my go-to), binge-watching has become a national past time, and for some a full-time job. In fact, according to new research from Deloitte, 70% of US consumers are reported binge watchers.
As our rate of consumption of content changes, so does the medium. 60% of Kiip’s audience reports no longer paying for cable. Nearly half of US consumers subscribe to a video streaming service, and of that, 61% report their video streaming service among their top three subscription services. This is even higher among college-aged millennials -- 78% claim a video streaming app in their top three subscription services.
Given the popularity of video streaming services, we surveyed our audience on which streaming service they use most often.
Are You Still Watching?
With a fierce dedication to pushing out new and original content, it comes as no surprise to see Netflix leading the pack with nearly triple the number of respondents compared to the second most popular option. Netflix recently boasted a 7.41 million increase in viewers this quarter alone and shows no signs of slowing down. I would argue that Netflix users are taking their binging habits cross-platform and are now expecting large parcels of content from all of their video streaming services.
What audience are you looking to reach? Schedule a meeting today for a Kiip Audience strategy session.