New research from GfK reveals, for the first time, consumption data at a title level for programmes viewed on subscription-video-on-demand (SVOD) services in the US and UK, as well as key facts about sign-up that reveal the importance of access to large content libraries and the ability to watch anytime playing a key role.
In the UK, Breaking Bad is a whopping winner with an impressive 11.9% share of all streams. With Dexter (4%), Prison Break (3.5%), House of Cards (3.1%), The Walking Dead (2%), Sons of Anarchy (1.7%), 24 (1.5%), Heroes (1.4%), Orange is the New Black (1.4%) and Desperate Housewives (1.3%) making up the rest of the top ten.
The US figures saw House of Cards come in top with 4.6%, followed by another dominant showing from Breaking Bad (4.3%), with Dexter (4.3%), The Walking Dead (3.5%), Orange is the New Black (1.9%), Family Guy (1.6%), American Horror Story (1.3%), Parks and Recreation (1.3%), Sons of Anarchy (1.2%) and How I Met Your Mother (1.1%) following in their wake.
Julia Lamaison, Insight Director for Media and Entertainment at GfK, comments, “Broadcasters and distributors have, for some time, wanted audience data for OTT viewing of video content – particularly for SVOD services such as Netflix and Amazon Instant. The data shows the importance of drama series to these services, with six out of the top 10 titles driving consumption similarly in the UK and USA.”
The research also reveals that the top reasons for subscribing are the same in both markets. In contrast to pay-TV services, it is access to large libraries of content coupled with the ability to watch at any time and to watch multiple episodes at one sitting that is driving sign-up. The GfK SVOD Content Consumption study also highlights how these services have moved from niche to mainstream, appealing to young adults in particular.
Lamaison continues, “Our findings underline how much subscribers value being able to watch what they want, when they want and it is clear that these services are driving change in the way subscribers can choose to watch visual content, particularly serial drama with strong story arcs”.