How can guide providers benefit from the phenomenon of binge-viewing? The answer is just one of the insights into the value of synchronized data offered in our new white paper, "Modern Entertainment Guides & UIs: Data-Driven Gateways to Content Consumption."
Binge-viewing can be defined as the consumption of a block of content – whether a season of a show or an entire series – within a confined time window. The activity first took root when viewers would watch marathons of scheduled content on linear TV such as Nick at Nite blocks of classic programming. When TV shows were released season by season on DVD, the activity became more ingrained among fans.
Now that content is available on demand and across multiple platforms, binge-viewing is a legitimate consumption pattern. At The Cable Show last week, Comcast CEO Brian Roberts told attendees his company would turn its "Watchathon Week" into a quarterly event to satiate subscribers. The first Watchathon, held March 25-31, offered subscribers more than 3,500 episodes from 30 nets, including HBO, Showtime and Starz. According to reports, the event was a breakout success that blew away previous viewership records.
Netflix is another player that has capitalized on binge-viewing as a consumption pattern. By making all episodes of new original series "House of Cards" and Season 4 episodes of semi-original "Arrested Development" available all at once, the company enabled subscribers to indulge in an immersive viewing experience. Although Netflix did not disclose viewership numbers, several interesting pieces of intelligence surfaced following Arrested Development's availability on May 26. One informal report based on network traffic observations showed that most viewers consumed the episodes in order and about 10% of viewers who started with episode one made it through Episode 15 in their binge-viewing sessions. Hard proof of one TV blogger's consumption of the entire season in one sitting can be found here.
So what's the key takeaway? By enabling engaging viewing experiences that satiate their users' desires, UI providers can benefit from the positive response to those experiences. This allows for maximum satisfaction among subscribers and at the same time, opens opportunities to point them to related content that they’re also likely to enjoy.
If you're interested in reading more, you can download the free white paper at https://nbmedia.wufoo.com/forms/modern-entertainment-guides-uis/