Binge viewing is much more common in the case of some TV series than others, according to Jörg Allgäuer, VP, corporate communications at Sky Deutschland, speaking at the Connected TV World Summit.
Allgäuer said that 53 per cent of viewers watch Game of Thrones on its linear showing whilst 34 per cent watch it on the Sky Go TV everywhere service and 13 per cent on the Sky Anytime on-demand service. The pay-TV broacaster recorded a total of 2.05 million viewings for the series.
In Comparison, Netflix’s House of Cards, for which Sky Deutschland currently has an exclusive deal for, is watched by 64 per cent of its viewers on Sky Go and just 18 per cent on linear TV, while.18 per cent view it on Sky Anytime. Sky recorded 1.48 million viewing contacts in total.
Allgäuer said he believes the pattern shows the impact of viewing by different age groups. He said House of Cards is “a younger show”, from a supplier that promotes binge viewing. All episodes are made available at once on Sky Go. “People watch it on mobile devices even though they could watch it on TV,” he said. Game of Thrones addresses a different, slightly older audience, he said.
Allgäuer also said that OTT has become “the game changer” in pay TV and multiscreen TV and that personalisation are becoming mainstream. OTT enables broadcasters to make money from deep catalogues. Special interest content can now be exploited economically, he said. Customer satisfaction ratings have not gone up massively but customers now know they can do what they want, he added.