Taking a cue from Netflix, SVODs will take the gaming route

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 14, 2022, 5:46 AM GMT+0

Though overall 5% of premium TV’s share transferred to social, games and online video between 2020 and 2021, this shift could impact services like Netflix.

Though the majority of Netflix’s audience is 35 or older, the streaming platform is looking to woo younger consumers through gaming. The average US individual between 13 years and 74 years of age, spent 38% of screen-based leisure time watching streamed and traditional premium TV, and 15%, watching movies in 2020. But in 2021, both activities lost their share of leisure time, dropping to 34% and 14% respectively.

Over the same period, gaming’s share of leisure time grew from 12% to 16%. Similarly, online video’s share grew from 11% to 12%. US TV viewers between 13 years and 24 years of age spend 25% of their time with TV and movies. They spend 57% of their time with social, gaming and online video.

Younger audiences aged between 13 and 24 years old devote 25% of their time to gaming, and movies and TV, each. In contrast, users who are 35 years old and older spend only 11% of their screen leisure time on gaming. These numbers indicate that services like Netflix and Tubi could be impacted by this shift towards gaming among young audiences.

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