LOS ANGELES, May 23, 2017 /PRNewswire/ -- Netflix may have
broken the mold by releasing all episodes of House of Cards
at once in 2013, but it's viewers who are changing the nature of
TV. And it's more than just binging. From the characters we choose
to wake up with to what we watch in bed, when viewers have the
power to program their own day, TV watching no longer looks the
same.
"For years our lives had to fit around television, now it's the
other way around," said Cindy
Holland, Vice President of Original Content. "We've given
consumers control and it's interesting to see the behaviors that
emerge when viewers aren't tied to a schedule. And even more so to
see that these routines are replicated by millions the world
over."
Comedy for breakfast - viewers feel at home starting their
day with Fuller House. The Tanners may have originally
premiered at 8PM, but today, the
Fullers are devoured before 8AM.
While you might not expect popular parodies to stir laughs bright
and early, around 6AM members are 34%
more likely to watch comedy compared to the rest of the day, with
the new comedy wake-up block including the likes of Michael Scott (The Office), Kimmy Schmidt (Unbreakable Kimmy Schmidt) and Chandler Bing (Friends), to name a
few.
High noon, high drama - members pay a visit to the ladies of
Litchfield at lunch. When
viewing schedules are set by people and not programmers, lunchtime
becomes no binging exception. Across the world, drama accounts for
nearly half (47%) of viewing between noon
and 2PM (an increase of 5% compared to the rest of the day).
Midday streaming is especially prevalent in Brazil where members are 25% more likely to
watch at this time compared to the rest of the world - who says
shows like Shameless, Grey's Anatomy and Orange is
the New Black are strictly evening fare?
Opposite genres attract when we binge in bed - members trade
the Demogorgon for Dave
Chappelle. It's no surprise thrillers like The
Walking Dead, Stranger Things and Breaking Bad
are being enjoyed in the evening - globally the genre sees a 27%
increase come 9PM. But viewers are
kicking Rick Grimes, the Upside Down
and Walter White out of bed by
11PM and restoring balance with
partners like Leslie Knope (Parks
and Recreation), Dev Shah (Master of None) and
Bojack Horseman before they hit the
hay - apparently members around the world choose to start
and end their day with a laugh.
Late nights are for learning - watchers prefer Chef's
Table as a midnight snack: Globally, 15% of streaming
happens between midnight and 6AM and
even rises as high as 21% in Japan
and South Korea. And what these
night owl members are watching is not what you think -
documentaries see a 24% increase in viewing during this time,
including titles like Abstract, Making a Murderer and
Planet Earth. The pursuit for quality entertainment (and
knowledge) doesn't dim when the lights go out.
Ultimately, Netflix-time is anytime. When viewers fit TV
watching around their daily lives, rather than the other way
around, we see peak streaming as early as 5PM in India to
as late as 10PM in Argentina and Singapore.
When it comes to defining the new 'rules' of TV watching,
Frank Underwood said it best: "If
you don't like how the table is set, turn over the table."
*METHODOLOGY
Six months of Netflix streaming data -
accounting to roughly 77 million accounts per month - was used for
this analysis to draw time of day insights on the following
countries: Argentina, Australia, Brazil, Canada, Colombia, Germany, Spain, France, United
Kingdom, India,
Italy, Japan, South
Korea, Mexico, Malaysia, Netherlands, New
Zealand, Philippines,
Poland, Portugal, Singapore, and United States. Peak viewing hours were
identified based on weekday viewing as well as the hours certain
genres peaked in relation to the genre's overall share of daily
viewing. Where relevant, data was adjusted to account for
timezones. Titles included in the release are listed as
examples and do not relate to viewership or
popularity.
ABOUT NETFLIX
Netflix (NASDAQ:NFLX) is the world's
leading internet television network with over 100 million members
in over 190 countries enjoying more than 125 million hours of TV
shows and movies per day, including original series, documentaries
and feature films. Members can watch as much as they want, anytime,
anywhere, on nearly any internet-connected screen. Members can
play, pause and resume watching, all without commercials or
commitments.
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SOURCE Netflix, Inc.