February 19, 2020

Content Analytics for the world of binge watchers

Thanks to the DVR, video on-demand and an increasing number of streaming services, there’s never been a better time to be a binge watcher. In fact, according to a recent report from Nielsen, nearly 20% of the viewing time in households with OTT capabilities is going to streaming, with Netflix holding the biggest share in Q4, followed by YouTube, Hulu and Amazon — and with the battle for audiences heating up, explosive content growth is driving binge watching behaviors to new highs every day.

We dove into the Content Analytics for binge watchers to reveal audience demographics and content preferences including favorite networks, streaming platforms and shows. Diesel Labs defines ‘binge watchers’ as those individuals who have self-reported (via social media engagement) that they have indulged in the behavior personally. The insights below are based on over 2 million individuals over a rolling 18 month period.

Audience Overview

The self-reported binge watcher audience skews female (59%), with the biggest segment (45%) being between the ages of 25 and 34, followed by 18-24 years old (38%). They over-index in viewing and engaging with content from linear networks (+8%) as well as streaming platforms (+16%), while under-indexing for YouTube (-8%) and gaming (-25%). This audience also over-indexes for nearly all streaming platforms (including the upcoming Quibi and HBO Max), with the one notable exception being Apple TV+.

Of the shows where audiences are made up of over 10% self-reported bingers, 45% of those shows are streaming, 28% are cable, 22% are broadcast and 5% are premium. Of the top shows with the bingiest audiences, Discovery’s Gold Rush leads (35%), followed by Hulu’s Dollface (34%) and Apple TV+’s See (31%).

We also examined old favorites that ended years ago but have found new life thanks to streaming: 34% of the Seinfeld audience are self-reported bingers, Friends clocks in at 18% and The Office at 10%.

Network/Platform Insights

Streaming

Looking specifically at Netflix, 26% of its shows have no meaningful volume of self-reported binge watchers in the audience, and 23% have less than 10% of bingers in the audience. The top three Netflix originals with the highest proportion of self-reported binge watchers in the audience are When They See Us, Glow Up and After Life.

For Hulu, 19% of shows have no meaningful volume of self-reported binge watchers in the audience, and 23% have less than 10% of bingers in the audience. The shows with the bingiest audiences include Dollface, The Act and Looking for Alaska.

Premium Channels

Looking at HBO original shows, 18% have no meaningful volume of self-reported binge watchers in the audience, and 25% have less than 10% of bingers in the audience. Top shows with the highest proportion of self-reported binge watchers in the audience are Insecure, Succession and Euphoria.

For Showtime originals, 27% have no meaningful volume of self-reported binge watchers in the audience, and 27% have under 10% of bingers in the audience. The shows with the bingiest audiences include The Affair, Homeland and The Circus.

Broadcast Channels

For The CW, 43% of shows have no meaningful volume of self-reported binge watchers in the audience, and 40% have less than 10% of bingers in the audience; shows with the highest proportion of bingers in the audience include Roswell, New Mexico, Black Lightning and Charmed.

Looking at NBC, 28% of shows have no meaningful volume of self-reported binge watchers in the audience, and 25% have under 10% of bingers in the audience. Top shows with the highest proportion of self-reported binge watchers in the audience are Good Girls, Late Night with Seth Meyers and A Little Late with Lilly Singh.