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Stream, interact, repeat Why SVOD needs a social engagement revolution

Report by Ben Woods
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20,000 foot view:  Audience engagement with subscription video on demand (SVOD) services is sliding, with multi-tasking on social media often relegating shows to background viewing. Social media is the threat, but also the catalyst for a radical recalibration of the SVOD viewing experience that will help these services claw back what is lost. Pushing beyond passive viewing, and toward a socially interactive experience inspired by video games and livestreams, will create the counter-offensive SVOD needs to win the allegiance of generation Z. Doing so will unlock monetisation and metaverse opportunities that will diversify revenue streams to protect SVOD’s future during a period of increasing economic uncertainty for consumers.

Key insights

  • SVOD services            struggling to maintain attention in            saturated attention environment – weekly            hours fell by            between            2021                       2022
  • Meanwhile, social            weekly hours increased over the            period by            to            hours
  • SVOD engagement            further pressured by entertainment multi-tasking            socialising while engaging in digital            from            hours to            hours per           
  • SVOD’s risk            that social media is capturing            most committed viewers – in                       of US binge watchers used            daily and            used TikTok
  • SVOD has            opportunity to embrace social behaviours            drive engagement – US binge            over-index for commenting, liking, or            at                       2022)
  • Convincing older            to embrace a hybrid SVOD            social experience will be key            they remain committed to traditional           
  • SVOD services            be able to combat attention            by poaching behaviours from livestreaming platforms            drive focused engagement
  • SVOD users            social interactive behaviours – Amazon            Video and Netflix subscribers over-index on            engagement behaviours at                                  2022)
  • A hybrid            / social experience can also            the fickle viewing habits of gen            who are digital natives that            across streaming services and social           
  • In            2022,            generations streamed movies and shows            shorter bursts –            of            watched less            five hours of TV shows            movies on SVOD services every week           
  • Embracing social            be crucial in squeezing the            time needed from gen Z            secure SVOD’s future

Companies and brands mentioned in this report:  Amazon Prime Video, Amazon Games Studio, Amazon Fire, Cult of the Lamb, Devolver Digital, Disney+, Fortnite, Google TV, HBO, Hulu, Massive Monster, Netflix, Stranger Things, Teleparty, The Lord of the Rings: The Rings of Power, Roku, TikTok, Twitch, YouTube

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