×
You will be redirected back to your article in seconds

Binge Nation: 70% of Americans Engage in Marathon TV Viewing

Social-media recommendations surpass TV ads in influencing buying decisions for millennials: Deloitte survey

Binge-viewing is fast becoming the new national pastime: 70% of U.S. consumers now binge-watch TV shows, with Americans gulping down an average of five episodes per marathon session, according to a study by consulting firm Deloitte.

The study, conducted last fall, also found that 61% of streaming subscribers ranked Internet-video services among their three most-valued paid services, more than tripling in the last three years (from 17% in 2012).

In addition, millennials aged 14-25 value streaming-video subscriptions to services like Netflix and Hulu Plus more than pay TV, while older cohorts still rated cable or satellite television higher. About 46% of Americans now subscribe to streaming video services, and consumers 14-25 now spend more time watching online-video services than live TV, according to the Deloitte study.

The ongoing shift in media consumption among younger consumers continues to threaten traditional business models, while it also presents new opportunities for Hollywood to reach the next generation, said Kevin Westcott, Deloitte principal and U.S. media and entertainment consulting leader.

Millennials are “streaming more than watching TV, they value streaming more than TV, and when they do watch TV they are doing an average of four other things at a time,” he said.

Overall, about 31% of those surveyed said they binge TV shows on a weekly basis, and 36% of those aged 19-25 say they binge weekly. TV dramas remain the most popular genre among bingers: 53% said they most often binge-watch television dramas, followed by comedy at 17% and reality TV at 7%.

In another significant finding, nearly three-fourths of millennials aged 19-32 said their buying decisions are influenced by social-media recommendations — versus 63% who said TV ads affect their purchase plans, according to the Deloitte study. In addition, more than one-third of consumers under 50 and almost half of millennials said their buying decisions are influenced by endorsements from online personalities.

“Television is still very powerful, but for younger generations social has eclipsed TV for buying decisions,” Westcott said. “If I’m a marketer, I have to think about, how do I reach them through social channels… and how to leverage endorsements from social influencers.”

Deloitte’s 10th annual “Digital Democracy Survey” polled 2,205 U.S. consumers online from Nov. 5-19, 2015, with data weighted to reflect a representative view of the American population.

More TV

  • Ron Howard and Brian Grazer

    Imagine TV Sets 'Mindscaping' as First China Series (EXCLUSIVE)

    Imagine Television is developing “Mindscaping,” a 24-episode science fiction series written by Oscar Yang (“Medical Examiner Dr. Qin,” “The Ten Deadly Sins”). The series is the first Chinese-language series developed by Imagine Television, part of Brian Grazer and Ron Howard’s Imagine Entertainment group, for a Chinese audience. The show is pitched as an original sci-fi [...]

  • Jim PackerPRESS PLAY: Variety Home Entertainment

    FilMart: Lionsgate's Jim Packer Says Starz Brand is Ready for Global Rollout

    Ahead of his keynote address at Hong Kong’s FilMart this week, Jim Packer, Lionsgate’s president of worldwide TV and digital distribution, shares his plans for Starz international expansion. And he recounts his experience of watching Netflix change up through the gears. Back in 2012, when Lionsgate was still casting “Orange is the New Black,” Jim [...]

  • "The Bow Tie Asymmetry" - Pictured:

    Pilot Season 2019: Multi-Camera Comedies Remain in High Demand

    For the second pilot season in a row, multi-camera comedies have proven to be a hot commodity. The Big 4 have collectively ordered 28 comedy pilots this year, including two animated straight-to-series orders at Fox. Of those 28, 12 are single-cams and 13 are multi-cams (including one multi-cam hybrid at ABC and two at CBS). [...]

  • Contract Placeholder Business WGA ATA Agent

    Hollywood Agents Warn of Losses to Writers Without Packaging Fees

    The bitter war of words between Hollywood agents and writers continues. Agents are warning that the Writers Guild of America’s proposed elimination of television packaging fees will hurt writers to the tune of $49 million annually in commissions. Sources close to the Association of Talent Agents said Monday that the L.E.K. consulting firm has estimated   [...]

  • UFC 235 Mixed Martial Arts, Las

    All UFC Pay-Per-View Events Moving to ESPN+ Exclusively in U.S. Through 2025

    The UFC — in a major jump to digital away from traditional pay TV — inked an expanded pact with ESPN under which all of the mixed martial arts promoter’s pay-per-view events will be available exclusively on ESPN+ in the U.S. for the next seven years. Under the agreement, the ESPN+ subscription streaming service will [...]

  • Pretty Little Liars the Perfectionists Review

    TV Review: 'Pretty Little Liars: The Perfectionists' on Freeform

    Nearly every scene in “Pretty Little Liars: The Perfectionists” tells one specific story: This is a series that very much wants to be “Pretty Little Liars: All Grown Up.” It’s an interesting choice for a spinoff, considering the fact that the final season and a half of “Pretty Little Liars” featured a five-year time jump [...]

More From Our Brands

Access exclusive content