December 9, 2016
Netflix’s research shows that, after binge-watching a TV show, 61 percent of subscribers (accounting for 36 percent of all Netflix members) watch a movie, after nearly all of them (59 percent) take at least a one-day break. More granular research shows that the TV-movie pairings are often logical: Those who watched the “Pretty Little Liars” series next watched “Bring It On” and “Mean Girls,” and “Breaking Bad” viewers turned to “Full Metal Jacket” and “Pulp Fiction.” Horror series viewers, however, often turned to comedy.
Variety reports that Netflix’s study was based “on viewing data of more than 86 million members worldwide between January 2016 and October 2016.” Viewers didn’t “have to complete a TV series in a certain amount of time in order to be included in the research,” and the company “analyzed more than 100 TV series to identify which movies were paired most frequently per market, [although] the movie pairings do not equate to viewership numbers.”
The research revealed other pairings: those who binged on Netflix’s supernatural thriller “Stranger Things” were likely to next watch Adam Sandler’s “Big Daddy” and Disney’s “Zootopia,” and those who watched adult animated series “BoJack Horseman,” sometimes followed that up with “Tony Robbins: I Am Not Your Guru.” “American Horror Story” bingers next turned to “Mean Girls” or another horror choice, “The Babadook.”
“In our ongoing effort to make great programming decisions for our members, we found movies play a unique role in their evolving binge-watching routines,” said Netflix chief content officer Ted Sarandos, who added that, “one-third of Netflix viewing on average is movies.”
According to Variety, “Netflix is publicizing the research because it wants customers to know that it still has a bunch of movies in its queue (although independent research has found Amazon Prime Video offers a much bigger selection).”
New movies available on Netflix include several from its recent Disney deal: “The Jungle Book,” “Zootopia” and “The Finest Hour,” with “Captain America: The Winter Soldier” and “Captain America: Civil War” coming later in December and “Finding Dory” in January. Sarandos said, however, that the company will continue to double-down on original series, with more of its $6 billion content budget for 2017 going that direction. The company is slated to release 20 unscripted shows in 2017.