New research from GfK reveals, for the first time, consumption data at a title level for programs viewed on subscription-video-on-demand (SVOD) services in the US and UK as well as key facts about sign-up that reveal the importance of access to large content libraries and the ability to watch anytime playing a key role.
In the UK, Breaking Bad is a very clear winner for the most streamed program during the 13 week survey period, with Dexter and Prison Break taking second and third, followed by Netflix’s original commission, House of Cards, in fourth. In the USA, the top places are more closely fought, with House of Cards coming in just ahead of Breaking Bad, and Dexter taking third place.
Julia Lamaison, Insight Director for Media and Entertainment at GfK, comments, “Broadcasters and distributors have, for some time, wanted audience data for OTT viewing of video content – particularly for SVOD services such as Netflix and Amazon Instant. The data shows the importance of drama series to these services, with six out of the top 10 titles driving consumption similarly in the UK and USA.”
The research also reveals that the top five reasons for subscribing are the same in both markets. In contrast to Pay TV services, it is access to large libraries of content coupled with the ability to watch at any time and to watch multiple episodes at one sitting that is driving sign-up.
The GfK SVOD Content Consumption study also highlights how these services have moved from niche to mainstream, appealing to young adults in particular.
Lamaison continues, “Our findings underline how much subscribers value being able to watch what they want, when they want and it is clear that these services are driving change in the way subscribers can choose to watch visual content, particularly serial drama with strong story arcs”.
About the study
The pilot for the GfK SVOD Content Consumption study consisted of parallel surveys conducted with 2,749 UK and 2,866 USA SVOD subscribers. The study consisted of respondents keeping a weekly diary of all viewing on Netflix, Lovefilm/Amazon Prime Instant Video in the UK and Netflix, Amazon Prime Instant Video and Hulu Plus in the USA, with fieldwork running between December 2013 and March 2014.