Advertisers, are you continue to watching?
Netflix not too long ago launched the second installment of its What We Watched Report, which represents 99% of viewership from July to December 2023. The biannual report contains some new knowledge of curiosity to advertisers and entrepreneurs.
“Netflix increasing what they publicly report about what’s seen on their platform could possibly be seen as an growing willingness on their half to share extra knowledge to appease advertisers,” mentioned Ross Benes, senior analyst of TV and streaming at eMarketer. “It’s not a coincidence that they held this data tight earlier than they turned ad-supported.”
The first What We Watched report left one thing to be desired for entrepreneurs, with viewership being handled the identical for TV reveals and flicks and an absence of general granularity. Nonetheless, the most recent model provides runtime and views (whole hours seen divided by runtime) and separates movies and sequence.
“The brand new views metric is a greater indicator of the ‘stickiness’ of the content material whereas additionally offering a extra correct ‘apples to apples’ comparability of title reputation,” Mike Proulx, vice chairman and analysis director at Forrester, advised ADWEEK.
Among the many viewership highlights: The primary three components of Lupin generated practically 100 million views within the second half of 2023, whereas evergreen juggernauts akin to Wednesday (98 million), Crimson Discover (62 million) and Squid Recreation (25 million) additionally proceed to draw sturdy viewership.
As well as, the report showcased how spinoffs and diversifications, together with the live-action One Piece sequence and actuality present Squid Recreation: The Problem, elevated viewership for the unique IP. As an illustration, Squid Recreation: The Problem, which acquired round 33 million views, elevated viewership for the unique Squid Recreation sequence by 34%.
“When a sequence or film is an enormous hit, individuals, in fact, need extra of it,” Proulx mentioned. “However there’s a restrict, as we’ve discovered from Netflix’s competitors: Disney rushed to get masses extra Marvel content material out at a better frequency and decrease high quality that fatigued and dissatisfied viewers. Netflix can be sensible to heed the adage, ‘every part sparsely.’”
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