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Netflix Data

Viewer data tells Netflix the exact episode you get hooked on its shows

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By John McCarthy, Opinion Editor

September 24, 2015 | 2 min read

Netflix has released research documenting how it measures when viewers become engrossed in its content.

The streaming giant analysed its global streaming data with the benefit of having no commercial breaks or even episode schedules to break up consumption.

The resulting data, gathered from Brazil, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, Mexico, Netherlands, Norway, Sweden, UK and US between January and July 2015, helped creators decipher the exact episode viewers get hooked on a certain franchise.

Analysing the consumption patterns of the first season of popular shows including Bates Motel, Better Call Saul, Breaking Bad, Daredevil, OITNB, House of Cards and more, Netflix helped locate the ‘hook episode’.

Locating the episodes which convince over 70 per cent of viewers to watch the entire season, Netflix can provide vital feedback to creators – or even advertisers – about viewing habits.

Ted Sarandos, chief content officer for Netflix, said: “Given the precious nature of primetime slots on traditional TV, a series pilot is arguably the most important point in the life of the show.

"However, in our research of more than 20 shows across 16 markets, we found that no one was ever hooked on the pilot. This gives us confidence that giving our members all episodes at once is more aligned with how fans are made."

Although the data fails to go as far to detail which exact moments hook viewers, a brief glance at episode synopses can help contextualise what draws new fans in.

[Minor spoilers] In Breaking Bad, over 70 per cent of viewers finished the season following Walter and Jesse’s coin flip to decide who should kill Krazy 8 (episode two). Meanwhile, episode three of OITNB and Dexter proved to be vital moments.

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