To find out more about today’s complicated consumer, we analyzed their viewing habits across platforms by looking into Whip Media’s proprietary data that captures individual’s content preferences from the various streaming services that they use. What we found was that the average consumer has a range of interests that no single platform is able to meet comprehensively.
While the sci-fi or drama fan may watch more of that content on one platform, their viewing habits elsewhere are likely to embrace a variety that, overall, accounts for a greater proportion of their viewing time. And by only having a partial – and somewhat skewed – understanding of their consumers, platforms are missing the opportunity to suggest other content in their catalogue that could meet consumers’ more varied interests.
As the figure below shows, a consumers’ real viewing DNA is likely to be at considerable variance with the ‘genetic profile’ that each platform holds for them. In this visual, out of the audience that watches the Paramount+ Series, Star Trek, we see what genre this audience is watching on other popular streaming services. The ‘overall’ genetic profile to the far right shows the average genre preference across all platforms.
Genre preference by platform. Star Trek (Paramount+) audience