To binge is generally seen as a pejorative verb. But Netflix, and to a lesser extent, BBCiplayer, the ITVhub and 4OD have changed the way we consume our television viewing.
It used to be that viewing figures, and thus the success of a particular programme or series, were predicated on how many people gathered round the TV set at a particular time on a particular day. No more. People can watch on catch-up. Can buy DVD box sets. Can, in other words, watch when they want, how they want.
Brands need to get wise to this and stop worrying so much about a press release being issued to the media on a certain day at a certain time. Now, there are multiple platforms on which a story may play out. Audiences build. Engagement levels are measurement in a myriad ways.
Stop fretting about media relations so much and embrace the new world of new media.
It has become a byword for the way we watch TV and has been linked to depression and even blamed for ruining people’s sex lives. Now, more details of the way we “binge-watch” TV shows have been released by US on-demand service Netflix, home to Kevin Spacey’s House of Cards and its first UK production, the upcoming £100m royal epic The Crown, starring Claire Foy. Netflix said customers who chose to watch an entire TV season finished it on average in just one week, watching a little over two hours a day. It said viewers typically binged on thrillers such as Breaking Bad and The Killing, but were more likely to take their time over the more political narratives of House of Cards or Homeland.