Reports Video

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

Ben Woods
Cover image for Stream, interact, repeat
Report Synopsis Presentation Spreadsheet

Get full access to this report and assets

Already a MIDiA client? Login here to view this report.

If you are interested this report, or related reports such as "The Mainstreaming Of SVOD How Apple Can Make Video Subscriptions Ready For Primetime", "Hybrid shock How ads will change SVOD" and "Unlocking the saturation conundrum Key video trends going into 2023" get in touch today to enquire about a report bundle.

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