Surprise! Not everyone is watching White Lotus all the way through in one sitting. “What?!”, you say. Yes, it’s true. Some people have never joined the ranks of the self-described binge watcher. Yes, they have streaming services, but they aren’t sitting through marathons of their favorite shows.
However, that doesn’t mean you should let them slip off your radar. While the non-binge watcher isn’t here to watch all seven seasons of Parks and Rec, they still make up a group of 25 million U.S. consumers and, whether you’re a streaming service or a cable company, you want to retain them. Here’s how.
Tip One: Hey Streaming Companies, They’re Not Interested in Cutting the Cord
This group may be old-fashioned when it comes to their media consumption. While this group does have streaming subscriptions, they’re 21% more likely than the average consumer to have a cable TV subscription and they have no plans to give that up. They’re 13% more likely to say they are definitely not considering cutting the cord and only 6% are actively considering cutting the cord — that’s 11% less likely than the average consumer.
Source: Resonate Ignite Platform™, September 2021 | See it for yourself today!
This is great news for cable companies! Retention shouldn’t be an issue — except with that 6%. In that case, they aren’t big TV watchers, they’re 47% more likely to watch less than 5 hours of TV a week, so you may lose them simply due to lack of need. But, you could lure them back in by focusing on their favorite types of shows, which all happen to fall in the non-fiction genre. They’re an older group, 18% are 65+ years of age, and programming that appeals to them, during their peak watch hours of 5 PM to 7 PM makes sense.
Source: Resonate Ignite Platform™, September 2021 | See it for yourself today!
Tip Two: Let’s Look at What They Are Watching
There is a significant group of these binge watchers who watch less than 5 hours of TV a week — a full 24% and that’s 41% more likely than the average consumer. However, don’t think they’re living in the dark ages. 22% of them watch 20 hours or more, which is 11% more likely.
During those hours, they’re watching Game of Thrones, The Mandalorian, and NCIS, and they’re right on par with the average consumer when it comes to their viewing of these shows. Where they pull ahead is in regard to awards shows. This group loves an awards show. They’re more likely than the average consumer to watch everything from the Grammy Awards to the Country Music Awards, which have seen an uptick in streaming viewers.
While they may be steadfast in their commitment not to cut the cord, as streaming networks continue to poach views for programs that used to be broadcast only — like awards shows — an opportunity could open for streaming networks to win over those viewers.
Source: Resonate Ignite Platform™, September 2021 | See it for yourself today!
Source: Resonate Ignite Platform™, September 2021 | See it for yourself today!
Tip Three: They’re Less Likely to Care About Your Mobile App
This audience isn’t necessarily tech savvy. They spend a lot of time online per week, sure, but they are 15% less likely than the average consumer to use their phone for streaming. When you’re looking to optimize content distribution, your mobile app, YouTube, and other mobile streaming options are less of a priority here.
Source: Resonate Ignite Platform™, September 2021 | See it for yourself today!
Bonus Insight: This Audience Isn’t Bothered By Commercials
This is intel your advertisers want — and need — on a high value audience, including where you’ll find them, when you’ll find them, and deep, real-time data on their purchasing intent, preferences, behavior, and more. Let’s set you up with a time to look deeper at this audience and how you can use it to leverage advertiser wins and retention. Contact us today.
Source: Resonate Ignite Platform™, September 2021 | See it for yourself today!
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