After refusing to give comprehensive viewership data for years, Netflix finally released one metric this week. Netflix’s
NFLX,
-2.11%
“What We Watched” report provides the number of hours people spent watching the platform’s top 18,000 TV shows and films from January 2023 to June 2023, and some industry experts think it’s enough from the famously private streamer to tell us something important about its business tactics.
“I think they’re looking to jump their ad-supported tier,” Bob Mitchell, founder of Mitchell Partnership Alliances and adjunct professor at the Kogod School of Business, told MarketWatch. Why? Since it’s mostly TV shows topping the list of Netflix’s total hours streamed, Mitchell suggests that the company’s ad-supported tier — which launched last year for $6.99 a month and includes roughly four to five minutes of commercials per hour — could benefit because shows better lend themselves to advertisements. “Advertisers want to reach viewers,” Mitchell said. And he explained that, “Series are more valuable for advertisers” because they can spread out ads across multiple episodes. Plus, sitting through ads before a TV show episode is seen as a better viewing experience compared to ad-breaks that interrupt feature-length films, because finding natural breaks in a movie is more difficult than placing an ad at the beginning of a shorter episode. And it turns out, every title landing in the top 10 of Netflix’s most-hours-streamed list was a series or TV show.
Netflix’s top 10 most …
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NFLX,
-2.11%
“What We Watched” report provides the number of hours people spent watching the platform’s top 18,000 TV shows and films from January 2023 to June 2023, and some industry experts think it’s enough from the famously private streamer to tell us something important about its business tactics.
“I think they’re looking to jump their ad-supported tier,” Bob Mitchell, founder of Mitchell Partnership Alliances and adjunct professor at the Kogod School of Business, told MarketWatch. Why? Since it’s mostly TV shows topping the list of Netflix’s total hours streamed, Mitchell suggests that the company’s ad-supported tier — which launched last year for $6.99 a month and includes roughly four to five minutes of commercials per hour — could benefit because shows better lend themselves to advertisements. “Advertisers want to reach viewers,” Mitchell said. And he explained that, “Series are more valuable for advertisers” because they can spread out ads across multiple episodes. Plus, sitting through ads before a TV show episode is seen as a better viewing experience compared to ad-breaks that interrupt feature-length films, because finding natural breaks in a movie is more difficult than placing an ad at the beginning of a shorter episode. And it turns out, every title landing in the top 10 of Netflix’s most-hours-streamed list was a series or TV show.
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