In recent years, due to the widespread availability of DVRs and on-demand programs, more people have been engaging in “binge” viewing — whereby they watch multiple episodes of a program (typically, a series) at one time.
Marketers need to understand this new segment of binge viewer and respond to the desires of this segment.
Consider these observations from eMarketer:
“Ever sat down to watch an episode of a TV show and gotten sucked in for hours on end? That’s called binge-viewing, and a May 2014 study by Annalect — which defined binge-viewing as watching three or more episodes of the same television show in one setting — found that 63% of U.S. TV watchers ages 18 and older fell into this category (though just 30% actually said so).”
“Those who did binge-view voiced a strong aversion to advertisements during their TV time, with 58% saying they liked binge-viewing because they didn’t have to watch ads. A close 57% said ads prevented them from fully enjoying their TV shows, and 53% didn’t think that commercials even had a place in the binge-viewing world.”
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