New study reveals key audience insights for UK and US SVOD

New research from GfK reveals, for the first time, consumption data for programmes viewed on subscription-video-on-demand services in the UK and the US, as well as key facts about audience figures and drivers of sign-up.

In the UK, Breaking Bad was the most streamed programme during the 13 week survey period, accounting for 11.9% of all streams, while Dexter (4%) and Prison Break (3.5%) took the next two spots.

While House of Cards came in fourth at 3.1% of all UK streams, the Netflix original topped the US table to account for 4.6%. This was just 0.3% ahead of Breaking Bad, which took second place, and 0.8% ahead of the next most-streamed programme, Dexter.

The research also reveals that the top five reasons for subscribing are the same in both markets, with having access to large libraries of content, the ability to watch at any time and to watch multiple episodes in one sitting the main reasons driving sign-up.

Commenting on the research, GfK’s insight director for media and entertainment, Julia Lamaison, said: “Broadcasters and distributors have, for some time, wanted audience data for OTT viewing of video content – particularly for SVOD services such as Netflix and Amazon Instant.

“The data shows the importance of drama series to these services, with six out of the top 10 titles driving consumption similarly in the UK and USA.

“Our findings underline how much subscribers value being able to watch what they want, when they want and it is clear that these services are driving change in the way subscribers can choose to watch visual content, particularly serial drama with strong story arcs.”