Whip Media conducted a study to find out the main consumption habits among OTT viewers and found a lack of enthusiasm for the weekly premiere model.
The company specialized in data, Whip Media, published the results of a study aimed at deciphering the main consumption habits among OTT viewers.
The survey, conducted among the more than 19 million users of its TV Time subsidiary, yielded a total of 32,741 responses across seven countries: France, Germany, Italy, Spain, Sweden, the United Kingdom and the United States, with 92% of respondents between 18 and 54 years old.
Here are some of its main conclusions:
1 – To binge, at least 4 episodes at a time
One of the issues the study sought to determine is the number of episodes watched in a row for viewing to be considered binge-watching. And according to the answers given by the respondents, the answer is “at least four”.
In fact, 74% of those surveyed put the minimum number of episodes seen in a single session at four.
2 – The Netflix model is preferred
As for the premiere models, the model imposed by Netflix years ago with its first original series, House of Cards, continues to be preferred by consumers today. According to the Whip Media survey, 78% prefer to have all episodes premiered simultaneously. Only 22% opted for weekly premieres, a model used by platforms such as HBO Max.
The percentage remained more or less stable in all the countries included in this study and in all age groups.
3 – Binge-watching is a solo activity
Up to 89% of those surveyed indicated that they tend to binge on solo series. 23%, meanwhile, said that it is an activity that they like to do as a couple.
4 – Drama is the most bingeable genre
As for the most popular genres to binge, drama was the most mentioned with 87%. Comedy (40%) and unit dramas (29%) followed. Game shows, on the other hand, were the least popular genre for this type of consumption.
5 – Netflix is the most popular, but Amazon and Disney+ follow closely
In all the surveyed territories, the study ranked Netflix as the most popular OTT platform. But the rest of the positions varied according to each country. For example, in Italy, Spain and Germany, Amazon was very close to Netflix. And in Sweden Disney+ was the second option by far. Apple TV+, on the other hand, proved to be quite popular in the US but little in the rest of the territories.
