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Netflix: who and what is keeping people awake at night

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Netflix is an 11 billion USD company, and is frequently cited as an example of a 'disruptor'. Inspired by a tweet from Netflix - "Sleep is my greatest enemy", we wondered; what and who is keeping people awake at night?

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Netflix: who and what is keeping people awake at night

  1. 1. Netflix: what and who is keeping people awake at night Research… Total Search Labs (TSL)
  2. 2. Introduction Netflix is an 11 billion USD company, and is frequently cited as an example of a ‘disruptor’. Inspired by a tweet from Netflix - “Sleep is my greatest enemy” - we wondered; what & who is keeping people awake at night? Methodology Data tells us a lot about people’s behaviours and interests. Search data from Google, is arguably the richest way to understand people’s intent (before, during or after a show). Using Google Trends, filtered to the last 7 days, we extracted hourly trends in searches for Netflix’s top 50 television shows. With Facebook having over 1 billion users, we looked to the ad platform to reveal more about the demographics of people. Using a combination of searches and interests, we were able to understand ‘what’ & ‘who’ is keeping awake at night. United Kingdom, only.
  3. 3. Executive summary Netflix's true competitor really is sleep; its primetime viewing is between 00:00 & 02:00, well beyond peoples recommended bedtime. Beyond sleep deficit, this data reveals more about Netflix than we knew prior: 1. Netflix need not compete with linear Netflix may not necessarily compete with linear; there is enough time and attention for both linear and streaming to co-exist. People are simply finding more time to watch shows, eating into their sleep instead. 2. Netflix has two core audiences Netflix has two clear target audiences; 18 - 24 y/o and over 25, where there is no overlap in viewership between both. 25 - 45 y/o have similarities with 46 - 65 y/o, but we suspect the latter aren't a target and merely share similar viewership patterns. 3. Females are Netflix's primary viewers Similar to social media, where females are the most active, viewership on Netflix from females is greater across nearly all genres. Netflix claim that age, gender or geography should be “…on the garbage heap”. While gender may not be a core differentiator, how males vs. females behave and feel are significantly different. This may be relatable to findings of late-night primetime viewership.
  4. 4. “Sleep is my greatest enemy” Netflix
  5. 5. Netflix owns the night Primetime television, between 20:00 – 23:00, is the traditional peak for linear viewership. Using hourly data from Google search, we found that people watch 59% of shows between 19:00 – 04:00, with late night viewing peaking between 00:00 – 02:00. One could argue that 00:00 – 02:00 is the new, modern-era of primetime; evidence that Netflix has truly disrupted linear viewership. Alternatively, it may also depict how people use the streaming service; shifting from linear to digital late at night. Primetime more pronounced Removing the average from the data, primetime viewing becomes more pronounced; highlighting that Netflix attracts late-night viewership. Aggregated searches for top 50 tv shows on Netflix
  6. 6. Brooklyn Nine-Nine tops late viewership Exploring the top 50 of Netflix television shows (only) that people are watching late at night (00:00 – 02:00), Brooklyn Nine-Nine is the show that’s most likely to take our viewing into the wee hours, followed closely by Money Heist. ‘Action’ retains our late-night viewing Breaking down the shows by genre, ‘action’ shows like the Marvel series are most-likely to keep us awake late at night holding users viewing until 03:00, and even 04:00. ‘Comedy’ is second, only one hour behind ‘action’, holding our viewership until 03:00.
  7. 7. ‘Crime’, ‘drama’ and ‘adventure’ show close correlation of viewing between around 21:00 – 23:00, the traditional peak. ‘Animation’, which includes children's favourite ‘Paw Patrol’, reveals that children are watching Netflix before school between 06:00 – 08:00. Table of viewing by hour, highlighting anything above average: Kids watch ‘Paw Patrol’ before school 06:00 – 08:00
  8. 8. 8+ ratings control the night Looking at iMDB ratings for shows, we expected to see later viewership associated with shows that are rated higher; that’s true in part, however, rated 8 & 9 shows are equal in viewership between 20:00 – 23:00. Rated 8 shows are more likely to retain our viewership greater until 01:00, where rated 9 shows begin to drop-off. ‘Blacklist’ (left) rated 8 & ‘Breaking Bad’ (right) rated 9
  9. 9. Runtime encourages late viewership The longer the runtime, the later we’re likely to stay up watching. Shows that are 60+ mins have greater late-night viewership than any other runtime. Notably, when we explore averages of runtimes, its clearer how the runtime affects peoples viewership; people are more likely to watch shows with a runtime of 20 – 30 mins during 05:00 – 18:00, with the least amount of viewership at lunchtime. Evenings Evenings are restricted to shows 40+ mins, where there is a sharp decline in viewing of shows between 40 – 60 mins after midnight.
  10. 10. Primary viewership is female Using interest data from Facebook, we’re able to understand more about the demographic of viewership. Apart from ‘documentaries’ and ‘animation’, which genres include the fewest shows like ‘MythBusters’ & ‘Rick & Morty’, females claim primary viewership for most genres. Unpacking the averages across genres (right), we see clearer delimitation as to which shows females vs. males prefer. ‘Dramas’ have predominantly female viewership Notably, females prefer ‘dramas’ with the greatest number of shows swaying to the female demographic. ‘Pretty Little Liars’ audience is 90%> female Gender split in interest
  11. 11. Exploring which shows are preferred by different genders: 18 -24 y/o represent one in three Broadly, 18 – 24 y/o are 1/3rd of Netflix audience, over-indexing in ‘drama’ where ‘Pretty Little Things’, ‘Stranger Things’, ‘Supernatural’ & ‘The Originals’ – where they represent 47% of viewership. Figure 1% represents above average within gender
  12. 12. Top 10 shows by age Knowing that adoption of Netflix subscriptions varies by age, we explored the most popular shows with key segments: Comparing the viewership preferences of different ages, it’s clear than Netflix knows that different ages have clearly defined shows viewership, although claiming otherwise: "Geography, age and gender? We put that on the garbage heap…", Netflxi VP of Product Todd Yellin: Shows are either geared towards two age groups, 18 – 24 y/o and 25 – 45+ y/o, where 18 – 24 y/o share nearly no “core” viewership with any other demographic. 25 – 45 & 46 – 65 y/o then have more common viewership than they do different. Interest is weighted from Facebook Ads
  13. 13. Summary of findings Based on our findings, we’d like to highlight the following observations: What  People watch 59% of shows between 19:00 – 04:00  Late night viewing peaking between 00:00 – 02:00  Brooklyn Nine-Nine is the show people watch late at night  ‘Action’ shows are most-likely to keep us awake late at night  Children are watching before school between 06:00 – 08:00  8 & 9 rated shows are equal in viewership between 20:00 – 23:00  Rated 8 shows are more likely to retain our viewership greater  Shows 60+ mins long have greater late viewership than any other  Shows with a 20 – 30 min runtime are viewed during 05:00 – 18:00  Evenings are restricted to shows 40+ mins Who  ‘Dramas’ have predominantly female viewership  Broadly, 18 – 24 y/o are 1/3rd of Netflix audience  18 – 24 y/o represent 47% of viewership for ‘Pretty Little Things’, ‘Stranger Things’, ‘Supernatural’ & ‘The Originals’  Shows are either geared towards two age groups  18 – 24 y/o share nearly no “core” viewership with any other  25 - 65 y/o have more common viewership than they do different.
  14. 14. Digitas Digitas is The Connected Marketing Agency, relentlessly committed to help brands better connect with people through truth, connection and wonder. Total Search Labs (TSL) is designed to keep Digitas clients ahead of the marketplace in search understanding, usage and performance. Our team is deliberately diverse - with experts in data, strategy, creative, media and technology working seamlessly across capabilities and continents to make better connections and achieve ambitious outcomes through ideas that excite, provoke and inspire. We are endlessly curious and fully transparent, always examining real human behavior to create authentic connections—between brands and consumers, clients and partners, and ideas and outcomes. Digitas operates in over 25 countries across six continents and is part of Publicis Media, one of four solution hubs within Publicis Groupe, which is present in over 100 countries and employs nearly 80,000 professionals. To connect with us or learn more, visit www.digitas.com

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