Whether it is the latest season of "Game of Thrones" or a revamp of "Gilmore Girls," TDG found the concept of binge viewing—otherwise known as viewing more than one episode of a TV series back to back—is becoming more common, with more than 9 in 10 adult broadband users (ABUs) doing it sometimes.
However, the research firm noted that the frequency of binge viewing tends to be more common with younger adults. The new study, "Binge Viewing - A Consumer Snapshot," found that 86% of adult users binge occasionally, while 58% binge daily.
TDG identifies three main groups:
Heavy bingers: Comprising 14% of ABUs, this group binges on a daily basis.
Medium bingers: This group, which binges monthly but not daily, comprises 51% of ABUs.
Light/non-bingers: In this group, 21% of ABUs binge less than once a month, while 14% do not binge at all.
Age plays a big role in each of these groups, TDG found. For example, 58% of heavy bingers are between the ages of 18 and 34, whereas 56% of light/non-bingers are aged 45 and older.
"The fact that 31 percent of Heavy Bingers are between the ages of 18 and 34 further illustrates just how different millennial viewing habits are from those of older generations," notes Michael Greeson, president and principal analyst at TDG, in a release.
Greeson added that as these consumers age and younger generations steeped in quantum habits follow behind them, “this behavior will only become more prominent, further impacting programming and distribution strategies.”