TV binge-viewing is almost ubiquitous
| 13 June 2014
With skyrocketing access to online and on-demand content, consumers are binge-watching television shows in a pervasive way in the US, UK and China. It's part of increasingly social and personalised entertainment behaviours on the part of multiscreen consumers.
In the US, 94% of respondents in an Edelman study said that they binge-view television. In the UK, it's 89%; and in China it's almost ubiquitous at 99%. Notably, the percentage of US consumers who binge-watch has increased significantly in the past year (up from 86% in 2013).
About 72% of respondents across territories said that they binge to know what happens next; and 57% said that they do so to "feel caught up." Avoiding spoilers also motivates consumers to binge-watch (24%).
Respondents in all markets multitask while watching entertainment. Of those who do, more than 80% of Chinese and 60% of US and UK respondents are likely to use multiple devices to do something related to the content they are watching.
Across all markets, respondents are as likely to share information about entertainment content (US: 68%; UK: 58%; China: 92%) as they are to share about their friends (US: 70%; UK: 59%; China: 89%).
This year's study also shows that consumers share entertainment content primarily to express opinions (US and UK: 56%; China: 63%) and express excitement about things in their lives (US: 46%; UK: 40%; China: 75%).
US and UK consumers are five times more likely than those in China to share in an effort to warn others not to waste time or money on content that is not entertaining (US: 22%; UK: 21%; China: 4%).
"Multiscreen behaviours are not new," said Jon Hargreaves, managing director of technology for Europe and CIS at Edelman. "However, discussions, analysis, content creation and other forms of sharing used to be relegated to superfans. Today, it's ubiquitous."
More than half of US consumers surveyed have recommended good or engaging entertainment content to a friend or colleague (53%), one-third have shared that entertainment with their networks (33%) and 41% have paid attention to future content as a result of their experience. Respondents have also purchased products or services from companies that produced good content (37%).
"This year, we found that consumers want their entertainment 'selfie-style;' content cantered on them, immediately gratifying, engaging and shareable across their social networks," said Gail Becker, president of strategic partnerships and global integrations at Edelman. "Brands that can successfully deliver or enhance compelling entertainment to consumers stand to gain through positive word-of-mouth and association."