Many Americans will do almost anything to watch their favourite content, according to a nationwide survey from LG. Defined as those who watch 10 or more episodes a week and view content from multiple sources, a new breed of TV viewer – the “Serious Watcher” – will make no exception when it comes to prioritising their favourite shows in both their personal and social life.

A large number of respondents (42 per cent) admitted to knowing more about their favourite characters than about their own friends, demonstrating a greater interest in today’s most binge-worthy fantasies than perhaps ever in the history of television. Nearly one in three Serious Watchers (31 per cent) admit they would break up with a significant other if that person deliberately spoiled the ending or outcome of a favourite TV show, and three-quarters of all respondents (75 per cent) reported skipping a social event just to stay home and watch their favourite content.

“TV consumption today is no longer a passive, leisurely American activity. Consumers have heightened emotional connections to their favourite shows and characters, and it’s woven into their everyday lives,” said Michelle Fernandez, head of home entertainment marketing, LG Electronics USA, which commissioned the independent third-party consumer research. “Recognising this phenomenon early on, LG was the first to introduce the transformative OLED technology to television, enabling the Serious Watcher to enjoy their favourite entertainment on the TV that’s been hailed by experts as the best ever.”

What Is the Serious Watcher Family?
Serious Watchers who are parents made it clear that TV is an integral part of enjoying time away from children, as more than one-third (37 per cent) of “serious” parents admitted to missing an event for their child, such as a friend’s birthday party, sporting event, school play or parent-teacher conference, solely because it overlapped with a show they liked. Further findings related to the Serious Watcher Family include:

• Over one-fifth of all parents surveyed (22 per cent) have missed multiple events for their child due to TV show conflicts.
• Among parents surveyed, 82 per cent have put their child to bed early so they could watch a TV show, and more than half of all parents surveyed (59 per cent) confessed to doing it frequently.
• More than one-third of all Serious Watchers (36 per cent) would be likely to cut a family trip short so they could be home in time for their favourite show.

TV’s Role in (and at) the Workplace
A popular water cooler topic at the office, TV shows are clearly a part of weekly workplace discussion for 89 per cent of employed Serious Watchers, but survey results indicate that television’s influence in the workplace goes far beyond simple conversation.

• 80 per cent of employed Serious Watchers have admitted to watching a TV show while at work.
• Nearly one-fourth of employed Serious Watchers (24 per cent) have called in sick to work to stay home and watch TV.
• One-fifth of employed Serious Watchers (20 per cent) have missed a deadline while working remotely because they were watching a TV show.

For Millennial Viewers, Serious Watching Is a Way of Life
Of the Serious Watcher population, millennials are the most devoted to their favourite shows. Nearly three-quarters (72 per cent) of millennial Serious Watchers have streamed their favourite show remotely during a family event, and even more (78 per cent) reported that mutual interest in TV plays a role in their romantic life. For these watchers, TV is not to be taken lightly and plays a critical role in their interpersonal relationships.

• More than one-third (35 per cent) of millennial Serious Watchers include their favourite TV show on their dating profiles.
• Most millennial Serious Watchers (83 per cent) have skipped a party or event to stay home and watch TV instead.
• And 95 per cent of employed millennials surveyed have convinced a colleague to start watching a show they like.

Categories: Articles, Consumer Behaviour, Research