Deloitte: 70% of U.S. Consumers Binge-Watch TV Programming23 Mar, 2016 By: Erik Gruenwedel
Viewers — mostly younger — consume on average five episodes per session
Popularized by subscription streaming video services, binge-viewing is more than a social fad. Seventy percent of U.S. consumers now binge-watch an average of five episodes at a time, and almost 31% do so on a weekly basis according to new data from Deloitte Consulting.
To binge, you have to subscribe. Deloitte found 46% of survey respondents subscribe to a streaming video service such as Netflix, Amazon Prime Video and Hulu Plus, with millennials aged 14-25 spending more time streaming video content than watching live television.
The online survey of 2,205 consumers conducted from Nov. 5-19, 2015, found that more than 90% of respondents multitask while watching programming. Millennials spearhead the mental juggling exercise, engaging in an average of four additional activities while watching TV, which include surfing the Internet, using social networks and text messaging.
Thirty-three percent of all respondents browse the Web while watching TV. Notably, less than 25% of multitasking activities are related to the program being watched.
Indeed, social media sites have surpassed TV as the most popular source of news for millennials. Two-thirds of the demo said they value their time interacting with friends on social media sites as much as their time spent in person. Eighty five percent of total respondents are currently on social media and 58% check their social networks daily.
“The proliferation of online content shows no signs of slowing down and the consumer appetite to consume content is equally voracious,” Gerald Belson, vice chairman and U.S media and entertainment sector leader for Deloitte, said in a statement. “The survey data indicates that consumers are more willing than ever to invest in services to watch whenever, wherever and on whatever device they choose.”