These are some of the highlights of the Show Discovery & Tune-In report:
- They average consumer watches 5 genres and 8 shows per week
- 64% have binge-watched a show in the past 6 months
- 82% finish the show within a week when binge-watching
- 56% say that seeing a TV ad for a show makes them think it is more reputable
- 56% first consider a show at least a couple of weeks before they watch=
“Our research set out to discover how advertisers are best suited to navigate the rapidly expanding entertainment universe, when consumers’ time and attention are at a premium,” said Kirk McDonald, Chief Marketing Officer at Xandr. “We wanted to know exactly how tune-in behaviors are changing and what advertisers can do to break through this highly competitive environment.”
According to the report, TV advertisements are the number one way that audiences learn about new shows, and are the top reason that viewers tune into a show they haven’t seen before.
After seeing an ad for a new show, viewers are 74% more likely to talk about it with friends and family. For advertisers, that means that placing an ad for a new show in the middle of a binge watching session is likely to reach a target audience effectively and spur a conversation about a new show. For viewers, it means less time spent searching for the new binge worthy show, with relevant options being presented in ads.
The report also shows that viewers want to watch TV based on their own schedule, not the schedule of a TV network (no surprise there.) Those surveyed said that they plan their viewing experiences and spend an average of 5.5 hours watching TV during each session. 82% of respondents finish watching a show within the span of one week when binge watching.
What are you binge watching? How did you hear about the shows on your watchlist? Let us know in the comments!
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