19_GfK.qxp_NEW LSB 2008 GRID 20/09/2018 13:01 Page 19
STATISTICAL EVIDENCE
In Demand A
cross GfK’s Subscription Video on Demand (SVOD) survey, we ask users of Netflix, Amazon Prime and NOW TV to record what content (series and movies) they watch, when they watch it, with whom, where and when, and also capture various other metrics, enabling us to understand the trends in viewing behaviours at home and on the move within the UK. Our Quarter 1 2018 report was published several months ago, and what follows is a look at some of the more important trends coming out of our data. One of the first things we ask is why people sign up to an SVOD service. Was it a special offer? Was it recommended by a friend? Was it for specific content? For example, just under 40% of Netflix viewers signed up for access to Netflix Original (or Exclusive) content, showing clear indication that certain series are driving sign-ups. Amazon Prime members are more focused on the free shipping aspect of the subscription – which is no surprise – and almost 30% of NOW TV customers sign up as a cheaper alternative to their Pay TV subscription, with similar levels of programming coming via the internet rather than their satellite dish. When looking at TV series versus movies, TV series come out most popular across all SVOD providers - good news for building long-term agreements on the merchandising front perhaps. All three services are very heavy on the drama front, although we do see peaks in entertainment on Amazon and sitcoms doing particularly well on
With more and more consumers watching some kind of Subscription Video on Demand – be that Amazon Prime, Netflix or NOW TV – this in turn has opened up further options for licensed merchandise. From breakout hits such as Stranger Things through to evergreens like Friends getting a new lease of life, there’s plenty of potential. GfK offers a snapshot from its Q1 2018 report. Above: Friends was the top TV series streamed in Quarter 1 2018 on Netflix.
Netflix… more to follow. Surprisingly, kids animation does best within Amazon households, with almost 8% share of TV content streamed by those viewers. Now, what were you watching in Quarter 1 this year? Did it make our top five… or are you still watching the obscure series the bloke in the pub told you about? Well, we can reveal that among Netflix customers, the top TV series streamed in Quarter 1 2018 was… Friends. Having recently been released on Netflix, the series is seeing a resurgence in followers as well as some new licensed products turning up on the high street, albeit a few months later into the summer. Also in the spotlight in Q1 for Netflix was The Crown and Stranger Things, the latter of which we’re due another series of in the next few months. The Grand Tour topped the list for Amazon viewers, with Vikings and Lucifer coming in second and third, and despite no new series of Game of Thrones this year, NOW TV’s viewers were busy catching up on old episodes of the fantasy series. If you’d like to know more about our report and how viewing behaviours on these platforms are changing – as well as what can be learnt about merchandising and licensing opportunities linked to the popularity of SVOD viewing - please get in touch, using the details below. GfK’s SVOD Report is run every quarter and relies upon the responses of around 200 viewers per week, recording title level data which is then matched to a database which contains Rights Holder, Year of Release, Genre and other metadata. For more information on the report, please contact Samantha Tuck on Sam.Tuck@gfk.com or 020 7890 9322.
LICENSING SOURCE BOOK EUROPE 2018
19