Audience Intel Report 76

January 10, 2024

Industry Insights Marketing Tactics RCG News

This ongoing report on consumers provides valuable advertising and media news for marketers and advertisers. We curate stories of interest and insight. Use the button below to have each Audience Intel Report delivered directly to your inbox.

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Get Your Money’s Worth

Less is more? Streaming heavyweight Netflix released about 16% fewer movies and shows in 2023 than in 2022 according to What’s On Netflix. A new report from the site notes that scaling back output is part of the streamer’s strategy to focus on quality but viewers may notice they’re paying more for less since the latest price increase came in October.

What price ads? About two-thirds of streaming customers would choose an ad-supported option if it saved them $4 to $5 per month on their subscription according to recently released research from Hub. The data also shows most viewers consider ad breaks less than 90 seconds “reasonable.”

Less Netflix, more chill? Overall audience engagement for Netflix declined by 7 billion hours streamed globally in 2023, based on data from Netflix’s weekly “Global Top 10”. That’s a 17% reduction in viewing year over year.

Eyes On! Eyes Off!

Keeping our eyes on the ball.  The NFL topped its own record from 2022, landing football games as 93 of the top 100 most watched programming events in 2023. They had 82 the prior year.

Taking their eyes off the ad. About half of Americans say they try to avoid ads either always or most of the time according to a recent Nielsen report. It’s most prevalent for “free with-ads” services like YouTube.

Engaging in eye rolling. Average monthly churn rate for SVOD services rose to 6.3%, up from 5.1% the same time last year, according to subscription research firm, Antenna. “Serial churners,” subscribers who have canceled at least three services in the last two years, accounts for about 25% of their number, a 10% increase from the prior year.

Keeping an eye on the airwaves. Vizio’s Inscape smart TVs are now measuring over-the-air signals. This “Tuner Data” is layered with other data points, giving a clear picture of what people are watching. The insights go as far as device-level data, allowing for optimizations for both local and national campaigns.


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