Viewers' New TV Reality: A "Season" = One Day
(Marketwire Via Acquire Media NewsEdge) SAN JOSE, CA -- (Marketwired) -- 06/25/14 --
TiVo Research and Analytics, Inc. (TiVo Research), a subsidiary of TiVo Inc. (NASDAQ: TIVO), today revealed results from the TiVo Spring 2014 Binge-Viewing Survey. With 91 percent of the 15,196 survey respondents reporting binge-viewing as common viewing behavior, binging is firmly established as the preferred method of consuming entertainment content. In fact, 40 percent of respondents had binged within a week and 69 percent had binged within a month of the survey.
Respondents cite the desire to "catch up" on TV and "only having learned about the show after many episodes had already aired" as their top drivers for binging. Twenty-nine percent of respondents deliberately put off watching an entire season of a show until they could watch the whole season at once, a trend TiVo Research expects will only grow.
"When television seasons began in the fall and ended in May and the menu of great TV programs was shorter, viewers could use summer reruns to catch up on missed episodes of their favorite shows," said TiVo Chief Research Officer Jonathan Steuer. "Today, though, the menu of available television fare has expanded to include thousands of channels, original programming from broadcast, cable and over-the-top sources and year-round premieres. It is now literally impossible for viewers to see all the shows they enjoy when they are first broadcast, and there's no 'summer break' when viewers can catch up. But thanks to the control over cable, broadcast and OTT content afforded by TiVo, and to the proliferation of streaming services like Netflix, binge-viewing has rapidly become common practice."
Beyond binge-viewing three or more episodes of a series in a day, TiVo Research's survey also investigated another binging habit: Watching an entire season (or more) of a specific program over multiple days. Three-quarters of survey respondents reported participating in this type of "super-binge" activity, with 14 percent having done so in the prior week and 23 percent having done so between a week and a month prior to taking the survey.
Binge-Fodder of ChoiceWhen asked to choose which of the popular programs they had ever binged-viewed, 35 percent of respondents selected "Breaking Bad," which TiVo Research also reported as the most-binged show in January, and 29 percent mentioned House of Cards.
Binging Becomes Socially AcceptableWhen asked about their perception of the term "binging," only one-third of respondents felt it the term had negative connotations, compared to April 2013, when over half (53 percent) of those surveyed considered it a negative term. As the negative connotations around binging disappear and program accessibility continues to expand, TiVo Research will continue to track this phenomenon, which profoundly affects the way viewers consume television.
Additional Key Findings
Over half (52 percent) cited TiVo as the most common source of the episodes of programs binged; Netflix placed second at 29 percent 46 percent cited Netflix as the most common source for binge-viewing an entire season (or more) with TiVo coming in second at 19 percent Another 46 percent stated TiVo is the most common device they utilize to binge view an entire season (or more) More Information on TiVo Binge Month and TiVo Binge Watcher of the Week SweepstakesJuly has been named TiVo Binge Month! Stay out of the hot sun and visit the TiVo Collections Page to view unique binge collections, such as the Bill Murray Collection, Bad Superhero Movie Binge Collection and Politics Schmolitics Collection. You can also find retro collections that include such classics as Cheers and Buffy the Vampire Slayer, or catch current hits Breaking Bad, House of Cards and Mad Men.
Follow along on social with #TVBingeMonth; and throughout the period of July 1st through July 27th, we invite you to upload your #BingeMonthSelfie to TiVo's Facebook landing page (www.facebook.com/tivo). We will randomly pick a TiVo Binge Watcher of the Week for every week in this July period. Instructions for uploading and submitting photos, and the full Official Rules for this Sweepstakes, can be found at www.facebook.com/tivo.
Survey MethodologyTiVo Research conducted the TiVo Spring 2014 Binge Viewing Survey in April 2014. Respondents were part of the TiVo Advisors Panel, an opt-in panel of approximately 30,000 TiVo subscribers whose second-by-second viewing behavior is anonymously tracked on an ongoing basis. This viewing data is merged with our monthly attitudinal surveys, allowing us unprecedented insight into behavioral habits and television viewing. 15,196 panel members participated in this survey. TiVo Research has defined "binge-viewing" as watching three episodes of the same program in a row.
About TiVo Research and Analytics, Inc.TiVo Research and Analytics, Inc., a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), is a leading cross media research, measurement and analytics company whose solutions help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TiVo Research's web-based Media TRAnalytics® and TV Health Ratings platforms match the TV and online advertising households actually receive with the products the same households actually buy, enabling clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. More information at: www.tivoresearch.com.
About TiVoTiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. TiVo's innovative cloud-based Software-as-a-Service solutions enable viewers to consume content across all screens in and out-of-the home, providing an all-in-one approach for navigating the 'content chaos' by seamlessly combining live, recorded, on-demand and over-the-top television into one intuitive user interface. The TiVo experience provides TV viewers with simple universal search, discovery, viewing and recording from any device, creating the ultimate viewing experience. TiVo products and services are available at retail or through a growing number of pay-TV operators world-wide. TiVo's multiple subsidiary companies provide the broader television industry and consumer electronics manufacturers, cloud-based video discovery and recommendation options, interactive advertising solutions and audience research and measurement services. More information at: www.TiVo.com.
TiVo, the TiVo logo, WishList, Season Pass, Roamio, Media TRAnalytics and The Right Audience are trademarks or registered trademarks of TiVo Inc. or its subsidiaries. All other trademarks are the property of their respective owners.
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Source: TiVo Inc.
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