As we glance throughout the broad and deep menu of video leisure choices within the U.S. in the present day, it’s difficult to recollect a life with out streaming. Nevertheless it was solely 9 years in the past (Feb. 1, 2013) that Netflix launched its very first authentic collection, Home of Playing cards, and others quickly adopted. Till then, Netflix had been working as a distributor of acquired content material, which in the present day nonetheless drives super engagement on the platform.
Netflix’s 2016 debut of Stranger Issues marked one other milestone alongside the streaming journey, given its extremely broad attraction. There was one thing for nearly everybody, from sci-fi and horror, to the retro attraction of the 80s, to the group of youngsters stirring up hassle whereas coming of age. Whereas applications that entice a variety of audiences have all the time been an efficient method to drive viewership, streaming platforms are growing programming to distinguish themselves and entice extra area of interest audiences, much like how the cable networks have been in a position to differentiate themselves over earlier a long time.
It’s such a content material that engaged audiences in 2021, as we take a deeper dive into Nielsen’s not too long ago launched Streaming Unwrapped 2021 information.
In trying on the bevy of content material obtainable to viewers in 2021, Squid Recreation is a transparent standout. First, it was the second-most seen authentic collection of the yr, with practically 16.5 billion minutes streamed on the record. Amongst male viewers, nevertheless, it strikes as much as first place. Amongst girls, it falls to fifth (behind Lucifer, Nice British Baking Present, Virgin River and Bridgerton). However the Squid Recreation viewers grew to become extra sharply outlined after we take a look at engagement amongst completely different age teams.
Squid Recreation additionally stands out for having large attraction outdoors of Korea, as non-Korean audiences engaged with the collection in dubbed or subtitled variations. Worldwide content material is a fertile supply for streamers, and with Squid Recreation being supplied with each English-dubbed or native Korean with subtitles, 29% of the 18-34 yr outdated viewing (the best proportion demo) was attributable to watching the Korean language model with subtitles seems like a fabric perception.
Engagement throughout completely different race and ethnicity teams have been additionally telling. Along with being common with Asian viewers, Squid Recreation was the most-viewed authentic amongst Hispanics and African People. Amongst white non-Hispanic (and females total) audiences, it got here in at No. 5 (behind Lucifer, Nice British Baking Present, Virgin River and Bridgerton forward of it). The Korean language model accounted for 45% of the viewing minutes in Asian America properties and 33% in Hispanic households.
Regardless of having a run on linear networks, quite a few acquired titles amassed large quantities of viewing time. The mix of Prison Minds, Gray’s Anatomy and NCIS garnered virtually 100 billion viewing minutes of streaming in 2021. And whereas Prison Minds attracted probably the most viewing minutes over 322 obtainable episodes, Cocomelon, with simply 15 episodes obtainable, is a real standout. It additionally drove a huge acquisition deal for its studio. Broadly obtainable throughout Netflix, Hulu, Amazon Prime and YouTube, Cocomelon accounted for 33.3 billion minutes of viewing.
How can a collection with solely 15 episodes generate that a lot viewing? The reply is straightforward, and it’s a typical development Nielsen’s Streaming Unwrapped information revealed amongst youngsters applications: repeat viewing. In its core viewers of 2-5 the typical viewer watched every episode practically 3 times within the fourth quarter alone, which seems to be extra like 180 episodes when extrapolated over a yr. Along with its attraction amongst younger youngsters Cocomelon was additionally a success amongst multicultural audiences. With 56% of its viewers coming from African American, Hispanic or Asian American properties, Cocomelon had the best multicultural viewers of any of the highest 15 acquired titles. This broad cultural attraction and repeat viewing make Cocomelon probably the most-streamed youngsters title ever.
Within the film class, there are constant themes for fulfillment throughout the completely different genres. To achieve lots of viewers, motion is one of the best guess. For better attain and repeat viewing, a youngsters film is the ticket. For an additional measure of success, embrace Dwayne “The Rock” Johnson (who starred in three of the Prime 2021 movies). Some fast info in regards to the high 10 films of 2021: 60% attracted not less than 40% of their viewers from youngsters 2-11 (Cruella simply missed with simply over one-third). Luca was the runaway winner amongst that 2-11 yr outdated viewers in 2021 with a 17% lead over Moana, which completed second. Curiously extra individuals watched Luca than Moana, however the Moana viewer tended to look at it extra instances and it holds the title because the most-streamed youngsters film ever*.
From an viewers perspective, engagement amongst film titles stays remarkably constant throughout completely different age teams till preferences amongst viewers 50 and older. When it comes to viewer engagement, Amazon Prime viewers sometimes skew older than different streamers, and three of the highest 10 films amongst viewers 50 and older are on Amazon Prime Video (The Tomorrow Struggle, Coming 2 America and With out Regret). Apart from variety by viewers age, lots of the hottest film titles of the yr appealed broadly throughout race and ethnicity. Coming 2 America, The More durable They Fall and With out Regret have been the first exceptions, as engagement with these titles was larger amongst Black audiences.
No matter style or meant viewers, the streaming content material from 2021 highlights how crucial it’s that audiences see themselves within the content material they search out and devour. Inclusion and illustration have gotten crucial to success within the streaming world in addition to within the broader media trade. A deep understanding of program audiences and easy methods to interact them will probably be foundational to retaining current viewers in addition to attracting new ones.
*Since Nielsen started measuring streaming.
Brian Fuhrer, Nielsen’s SVP of Product Technique and Thought Management, provides some perspective on these high streaming applications of 2021.