DATA MINE
IS ‘THE OFFICE’ BIGGER ON PEACOCK THAN IT WAS ON NETFLIX?
MCN’S MOST VIEWED Top stories on multichannel.com, Jan. 7-20
THE OFFICE, WHICH was the top show on a streaming service with more than 73 million U.S. subscribers until New Year’s Day, is now even more popular on a platform with only around 26 million active users. That’s Reelgood’s story, and it’s sticking with it. The company, which specializes in directing viewers to the shows they want to stream, said nearly 10% of the streams delivered for a cohort of 2 million-plus users during the week of Jan. 1-7 went to The Office on Peacock. (See related story, page 6.) The show premiered exclusively on Peacock Jan. 1. According to Nielsen, The Office was Netflix’s mostwatched show for the week of Dec. 14-20, with all 192 episodes attracting around 1.311 billion minutes of viewing on the No. 1 U.S. SVOD platform. But according to Reelgood, for that week, The Office accounted for just less than 3% of the cohort’s Reelgood-arbitrated streams. Despite the popularity on The Office on its platform,
4. HBO Max Extends 22% Off Promotion 5. Viewer Watch 2021: More Streaming, More Uncertainty To read these stories, go to multichannel.com.
*Based on Reelgood streaming data from more than 2 million users in the United States 10%
SHARE OF STREAMS**
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For more stories like this, go to nexttv.com.
The Office Weekly Shares of U.S. Streaming
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Netflix didn’t exactly go out of its way to surface the show in the waning weeks before it bolted to a competitor. NBCUniversal, which paid more than $100 million pocketto-pocket for exclusive domestic streaming rights, has made The Office a key component of Peacock’s promotion. Still, the discrepancy seems hard to fathom. “The continued popularity of The Office says more about the content than the service that’s streaming it,” Dietrich von Behren, Reelgood’s chief business officer, said. “People will follow the programs they love and also subscribe to an additional service for new must-see shows. By offering the first few seasons of The Office on their free tier, Peacock was very strategic — creating excitement by enticing existing fans and newbies alike, which surely helped promote their debut and drive new subscribers.” — Daniel Frankel
The Office was available via Netflix U.S.
8%
The Office began streaming via Peacock (Jan. 1, 2021)
5%
3%
0%
Dec. 4-10, 2020
Dec. 11-17, 2020
Dec. 18-24, 2020
Dec. 25-31, 2020
Jan. 1-7, 2020
Jan. 8-14, 2020
DATES COVERED ** Shares of streams are relative to the top 100 most-watched TV show by Reelgood users during the specific dates covered. SOURCE: Reelgood
STICKIEST SHOWS Top 10 cable programs ranked by viewer engagement Stickiness Ratings Rank Rank
Telecast (Week Ending Jan. 10)
Network
Stickiness Index*
1
674
2021 IIHF World Junior Championship
NHL Network
146
2
53
A New Year’s Resolution
Hallmark
146
3
56
90 Day Fiancé
TLC
145
4
55
The Curse of Oak Island
History
142
5
146
Aurora Teagarden Mysteries: Reunited and It Feels So Deadly Hallmark Movies 140
6
843
La Rosa de Guadalupe
Galavisión
136
7
78
WWE Monday Night Raw
USA
134
8
122
The Real Housewives of Atlanta
Bravo
132
9
81
Winter in Vail
Hallmark
131
10
127
Below Deck
Bravo
130
Cable One; Hallmark Channel
*
The Stickiness Index looks at viewer engagement based on several factors. A higher number indicates more of the audience is tuned in for the duration of the telecast. * TV Engagement ratings powered by Comscore’s TV Essentials. (Sorted by social media activity.)
Multichannel.com
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