“Goodbye broadcast, hello streaming” is the overwhelming response from a study about content and viewing habits produced by Qualtrics, an experience and insights company. Although the shift from broadcast television to on-demand streaming has been a talking point of media watchers for years, Qualtrics’ study has produced some surprising data points.
Netflix is the Champ
Although Amazon Prime and Hulu put up a decent challenge, nobody has a greater hold on viewing audiences than streaming stalwart Netflix. Even live TV now lags behind. The data is clear, however, that most viewers do not limit themselves to a single option.
Q. In which of the following ways do you prefer to watch shows?
1. Netflix 30%
2. Live TV 23%
3. Recorded 16%
4. Amazon Prime 15%
5. Hulu 11%
6. Apps provided by station 4%
Settle in, this could be a long evening
When it comes to TV, most people would prefer to binge on multiple episodes at a time than spread out in weekly installments. Around two-thirds of respondents had no interest in delaying their gratification and would prefer to just keep going, thank you very much.
Q. Which do you most prefer when watching a show?
1. Binge watching 66%
2. Via weekly episode release 34%
Netflix and Chill? Not really a thing
There are a few key things that would make viewers hit the pause button, but sex is not one of the top results. Only 13 per cent of respondents would pause a show to get frisky, but bathroom breaks (22 per cent) and food (19 per cent) rank higher. Even phone calls and a reluctant need for sleep are more likely to get that pause. Two things that were less popular responses than sex? Texting (5 per cent) and family time (12 per cent).
Q. Which of the following would make you pause a show while binge watching?
1. Bathroom break 22%
2. Food 19%
3. Phone call 15%
4. Sleep 14%
5. Sex 13%
6. Family time 12%
7. Text 5%
Bingeing happens late at night
It’s worth mentioning that sleep is the natural enemy of binge watching. You are most likely to find a binger in comfy sweat clothes, past 1am, with water, chips and pizza.
Q. If you binge watch a show in a weekend, which of the following do you do to prepare? Check all that apply.
1. Put on sweats/comfy clothes 24%
2. Finish chores 15%
3. Order take out 15%
4. Purchase treats 14%
5. Cook food 14%
6. Turn out the lights 13%
7. Cancel plans 3%
8. Turn off cell phones to avoid interruption 2%
Q. Which of the following have you done because you couldn’t stop watching a show? Check all that apply.
1. Watched past 1am 24%
2. Watched during dinner 19%
3. Stayed up all night 15%
4. Missed planned workout 8%
5. Bailed on social plans 8%
6. Didn’t brush teeth or other personal hygiene 7%
7. Watched while using the bathroom 6%
8. Didn’t eat 5%
9. Watched at work 4%
10.Missed a class 2%
11.Called in sick to work 1%
12.Watched while driving 1%
The life of the typical binge watcher
The typical binge watcher is an unusual creature. Almost two-thirds are happy and optimistic about their lives, and 60 per cent per cent are satisfied with their work-life balance. However, they must have learned that money isn’t everything, because 50 per cent of the binge watchers make less than $40k per year.
● 50 per cent of binge watchers make less than $40K per year
● More than 65 per centsay they are satisfied with their life, happy and optimistic
● 60 per cent say they are satisfied with their work-life balance
● Over 60 per cent are not religious
There’s always something good on Netflix
Among Netflix’s original series, Stranger Things is the most popular with 22 per cent of viewers having watched the show. Orange is the New Black is a close second.
Q. Which of these Netflix shows have you watched?
1. Stranger Things 22%
2. Orange Is The New Black 20%
3. Other 15%
4. House of Cards 14%
5. 13 Reasons 12%
6. How to Make a Murderer 10%
7. The Crown 4%
8. The Keepers 3%
A big chunk of people watched all of Stranger Things season one in under three days (42 per cent). The total percentage of people who watched the series in less than a week was a robust 73 per cent. Only 10 per cent of viewers took three weeks or more to complete the first season.
Q. How many days did it take you to finish the whole first season of Stranger Things?
1. 1-3 days 43%
2. 4-7 days 32%
3. 2 weeks 9%
4. 1 day 8%
5. 3 weeks 3%
6. 1 month 3%
7. More than 1 month 3%
Qualtrics surveyed over 500 adults who regularly watch TV to determine their streaming habits, viewing preferences, and platform preferences. The study was conducted in September 2017.