As we glance throughout the broad and deep menu of video leisure choices within the U.S. right this moment, it’s difficult to recollect a life with out streaming. But it surely was solely 9 years in the past (Feb. 1, 2013) that Netflix launched its very first unique sequence, Home of Playing cards, and others quickly adopted. Till then, Netflix had been working as a distributor of acquired content material, which right this moment nonetheless drives great 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 children stirring up bother whereas coming of age. Whereas packages that appeal to a variety of audiences have all the time been an efficient technique to drive viewership, streaming platforms are growing programming to distinguish themselves and appeal to 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 this sort of 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 out there to viewers in 2021, Squid Sport is a transparent standout. First, it was the second-most seen unique sequence 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 ladies, it falls to fifth (behind Lucifer, Nice British Baking Present, Virgin River and Bridgerton). However the Squid Sport viewers grew to become extra sharply outlined after we have a look at engagement amongst totally different age teams.
Squid Sport additionally stands out for having huge attraction exterior of Korea, as non-Korean audiences engaged with the sequence in dubbed or subtitled variations. Worldwide content material is a fertile supply for streamers, and with Squid Sport being supplied with each English-dubbed or native Korean with subtitles, 29% of the 18-34 yr outdated viewing (the best share demo) was attributable to watching the Korean language model with subtitles looks like a fabric perception.
Engagement throughout totally different race and ethnicity teams have been additionally telling. Along with being fashionable with Asian viewers, Squid Sport was the most-viewed unique amongst Hispanics and African Individuals. Amongst white non-Hispanic (and females general) 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, a lot of acquired titles amassed huge quantities of viewing time. The mix of Legal Minds, Gray’s Anatomy and NCIS garnered nearly 100 billion viewing minutes of streaming in 2021. And whereas Legal Minds attracted essentially the most viewing minutes over 322 out there episodes, Cocomelon, with simply 15 episodes out there, is a real standout. It additionally drove a massive acquisition deal for its studio. Broadly out there throughout Netflix, Hulu, Amazon Prime and YouTube, Cocomelon accounted for 33.3 billion minutes of viewing.
How can a sequence 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 children packages: 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 kids Cocomelon was additionally successful 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 doubtless the most-streamed children title ever.
Within the film class, there are constant themes for fulfillment throughout the totally different genres. To achieve a number of viewers, motion is the very best guess. For higher attain and repeat viewing, a children film is the ticket. For an additional measure of success, embrace Dwayne “The Rock” Johnson (who starred in three of the High 2021 movies). Some fast details concerning the prime 10 motion pictures of 2021: 60% attracted no less than 40% of their viewers from children 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. Apparently extra folks watched Luca than Moana, however the Moana viewer tended to look at it extra instances and it holds the title because the most-streamed children film ever*.
From an viewers perspective, engagement amongst film titles stays remarkably constant throughout totally 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 motion pictures amongst viewers 50 and older are on Amazon Prime Video (The Tomorrow Conflict, Coming 2 America and With out Regret). Except for range 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 greater 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 how you can interact them can be foundational to retaining present viewers in addition to attracting new ones.
*Since Nielsen started measuring streaming.
Brian Fuhrer, Nielsen’s SVP of Product Technique and Thought Management, presents some perspective on these prime streaming packages of 2021.