In the distributed digital landscape audience overlaps are sometimes unexpected and nuanced; the competition for attention goes beyond the simple binary choices of one TV show or another – i.e. video subscribers can be gamers too. The battleground is about time spent with content – of a broader type, including games. Video streamers over index for gaming behaviours, particularly Amazon WAUs, indicating that when planning release schedules and considering audience, this overlap should be taken into account. Failure to take this onboard can undermine releases, as with the Stranger Things and Assassin’s Creed launch, where the Stranger Things season premier occupied Assassin’s Creed audiences, leading to lower than expected results for the game’s release. Additionally, release schedule planning needs to account for the spread of TV audiences across networks and providers with video streamers likely to have multiple subscription necessitating capturing audiences from outside one’s own platform to ensure optimal release KPIs.

Companies and brands mentioned in this report: Amazon Prime Video, Assassin’s Creed, AT&T Satellite, Comcast, DirecTV App, Fios TV To Go, Hulu, Luke Cage, Man In The High Castle, Mr Robot, Netflix, Stranger Things, Top Gear, Verizon, Westworld, Xfinity Stream