Tag Archives: Netflix

A New Era of Binge-Watching

Written by: Olga Kraineva
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The act of binging is nothing new. TV marathons have been around for ages, but thanks to Netflix and Hulu at our fingertips we’re now indulging in entire seasons to the point of potential overconsumption.

Walt Disney Pictures / Via newyorkz.tumblr.com

Some media outlets are beginning to expose an emerging entertainment trend suggesting consumers are exhausted by the ability to binge-watch and would prefer to wait to see what happens next. They allude to the dawn of a new era, or perhaps a reversion to a past time when TV watching was an event people looked forward to: “the age of anticipation.” This is especially apparent for dramas with a lot of cliffhangers.

What consumers miss with binge-watching is a feeling of community, of water cooler moments where people can dissect what just happened and speculate together. Consumers are also unable to think about TV show storylines in an in-depth manner when they’re speeding through them. With the freedom to watch on your time at your pace comes a loss of togetherness. Some research even indicates that binge-watching can cause feelings of depression and loneliness.

While this may be a side effect, it cannot be denied that binging is addictive and has proliferated the market, especially among technology natives like millennials and Gen Zers. What’s interesting to note is consumers are using their ability to binge as a way to discover new shows and not merely catch up on their favorites. When you hear that a show is good from multiple sources, you’re intrigued to watch for yourself.

Networks and MSO’s are taking notes. Turner is working with Comcast to make all 15 of their original programs available via on demand. Steve Meyer, vice president of video strategy and analysis at Comcast Cable, said, “The numbers suggest that people are discovering programs several weeks after they first hit linear television but want to be able to start them from the first episode.”

In October 2014, PBS digitally released the entire “The Roosevelts” series and found “most viewers used the digital availability to play catch-up with the series and then joined the linear broadcast to be part of a broader community of fans.”

Lifetime recently released the first four episodes of their newest drama, “UnReal,” to stream on demand or to download for free on iTunes directly after the premiere. Meaning, fans of the first episode were able to binge-watch the next three episodes immediately. The network gambled on potentially lower numbers for episodes 2-4 in return for word-of-mouth and hopes to turn more viewers on to the show. And, it paid off. Episodes 5 and 6 had the greatest conversations since the premiere. While some viewers were upset they had to wait three weeks until episode 5, this allowed word about the series to spread and the show to gain momentum halfway through the season.

The bottom line: the growing desire to get back to the age of anticipation means binge-watching – while still relevant – is shifting in consumers’ end goal. Binge-watching is helping people discover more quality content. It’s the networks’ decision whether they want to choose digital and linear broadcast in parallel and potentially compromise live views.

Netflix Knew Exactly What They Were Doing When They Released OITNB Early

Written by: Rita Mogilanski
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I can’t be the only one who stayed up until the wee hours of the morning watching the new episodes of Orange is the New Black. Netflix released the third season of the award-winning show on June 11, six hours early. This genius and strategic move by Netflix created a flurry of excitement on Twitter from fans.

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Netflix announced the early release at OrangeCon as the cast was celebrating the new season. It became available around 9 PM Eastern, 6 PM Pacific, just in time for New Yorkers like me who were contemplating sleep to turn on Netflix, and for Californians to cancel their dinner plans and head home to the couch.

Surprising fans with the early release was not only smart because of the timing of the release, but it also allowed for an additional layer of anticipation from fans. It is to be expected that die-hard OITNB fans would take to Twitter to express their excitement when the show finally came back, but the element of surprise triggered a burst of tweets from fans. This buzz helped spread the word about the release of the new season. #OITNB trended on Twitter within minutes of the release.

The show’s talent also took to social to inform fans of the early release and drive buzz.

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Typically, programs on television leverage Twitter for live-tweeting to drive buzz and awareness for the show. Exposure to TV tweets has been shown to encourage viewers to take action, whether they watch, search for, or share content about the show. In the case of shows that are exclusively on Netflix and are released a full season at a time, they have to find ways to use Twitter outside of live-tweeting premiere episodes to promote the show. Orange is the New Black found their way in. Due to the excitement and the element of surprise, #OITNB was used over 360K times in the first weekend after the release. Comparatively, there were only 319K #GameOfThrones tweets during the epic finale on Sunday.

With the restrictions Netflix and Orange is the New Black face considering all viewers watch at their own pace, they definitely figured out how to leverage Twitter to drive tune-in.

Smart move, Netflix.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Netflix Adds Social Options, Facebook Tie for U.S. Users
Netflix, this week, began offering U.S. subscribers the ability to peer into each others’ digital movie libraries through an expanded partnership with Facebook.  Users who opt-in will see two new rows added to their Netflix home page that show friends’ activities, and have the option to post films or television shows to Facebook and comment on them.

Facebook Working on Incorporating a Hashtag
Facebook is working on incorporating one of Twitter’s most iconic markers, the hashtag, into its service by using the symbol as a way to group conversations. Facebook is testing whether to follow Twitter’s lead and allow users to click on a hashtag to pull up all post about similar topics or events so it can quickly index conversations around trending topics.

Google Reader is Dead
Google Reader, the eight-year-old RSS reader that became an industry standard, is being shut down permanently.  Statement from Google: “We launched Google Reader in 2005 in an effort to make it easy for people to discover and keep tabs on their favorite websites. While the product has a loyal following, over the years usage has declined. So on July 1, 2013, we will retire Google Reader.”  The news has disappointed many loyal users who have organized an online petition to save the tool – which currently has over 100,000 signatures.

YouTube One Channel Now Open For Everyone

YouTube has opened up its new design for channels to all users. The YouTube One Channel, as it’s called, gives users the ability to add a big header (Channel Art) on top of their channels and have a video trailer which starts playing for all visitors who haven’t yet subscribed. Users can also better organize their playlists and videos, having more control over what content subscribers see.

FTC Updates Truth In Advertising Disclosures
The Federal Trade Commission updated dot-com disclosure guides recommend that marketers clearly and conspicuously disclose all terms, conditions and disclaimers to consumers – including those who access on small mobile screens.  Full disclosures also need to be included in Tweets, with the FTC recommending advertisers include ‘Ad’ in the beginning of a tweet to signal to consumers that the message is a paid endorsement. Read through the entire policy here.

Global Social Media

Germany’s New Copyright Bill Allows Google To Publish Small News Excerpts
Google has won a copyright battle in Europe after Germany approved a watered-down version of the copyright bill which would make search engines like Google provide excerpts of newspapers articles without paying any charge. The new law will allow Google to publish small bits of text from news stories in search results. Google’s victory comes after the persistent lobbying that included a campaign against the proposed German copyright law. Search engines will have to pay a fee if they publish longer versions of news articles.

Noteworthy Campaigns

UNICEF Transforms Facebook Profiles To Raise Money for Clean Water
The UNICEF Tap Project has turned to Facebook to spread its message. Users can help provide children around the world with access to clean water and sanitation by donating a small amount or raising awareness. The national campaign has transformed Facebook into a water network for World Water Month. The app turns users into ‘taps’ and their connections into ‘pipes’ ready to be filled with water. People can donate $5 to the Tap Project via text or PayPal to turn their ‘tap’ on and choose two friends to receive water and the opportunity to also donate. As more people are encouraged to keep the network growing with donations of their own, they will be able to see the web connections around them carrying water from friend to friend and the impact of their donation.

iPad apps that are worth checking out

Written by: Digitally Approved
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Now that we’ve all had a little time to play around with the iPad and the wide variety of  apps that are now available (crazy fun, right?!?), Fanscape’s Manager of Digital Communications, Ryan Garcia, is sharing some of his favorite apps (so far) with us.

New York Times Editors Choice –Free

A great way to check out the best of the best from the New York Times.

Tweetdeck –Free

This popular Twitter management system is ready and available for the iPad

STREAMING:

ABC Player – Free

Watch some of your favorite ABC shows for free using this app Streams Lost, Grey’s Anatomy, and my personal favorite Modern Family.

Netflix – Free (with unlimited membership)

If you’re a Netflix subscriber this is just one more way to stream television and movies.

GAMES:

Scrabble – $9.99


What makes this unique is its ability to pair with up to four iPhones which have downloaded the free tile rack app and “Flick tiles from your device onto the board”

N.O.V.A. – $6.99

A first person shooter you Halo fans will love.

Special iPad optimized controls:

  • Curve your grenade’s trajectory with the new 2-finger-based throwing move
  • Perform multiple surgical kills at once with multi-target acquisition
  • More intuitive than ever, thanks to numerous multi-touch controls on-screen

More apps are on the way. I’ll keep you posted on the ones I’m all about.

About Ryan Garcia

Ryan Garcia brings his flair for marketing and promotional creation and execution to Fanscape in his position as Manager, Digital Communications. His unique marketing perspective helps him deliver strategic campaign execution that includes digital media relations, social media marketing, blogger and influencer relations as well as digital promotions.

Prior to joining Fanscape Garcia hels posts at Columbia Records, Flux.com and Tagworld.com.