Watch parties Rebooting the watercooler moment

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20,000 foot view: Group watching television with family and friends is being consigned to a bygone era. Algorithms are forcing entertainment consumers into silos through an endless stream of personally recommended content and the fallout is a relentless battle for audience engagement across a myriad of devices. Subscription video on demand services (SVOD) are eating linear TV, while SVOD is under siege from social video – and after decades of ruling household entertainment, the smartphone is dethroning the TV set. As a result, watercooler moments that define cultures and drive discovery through word of mouth are losing their potency outside of news and sport. Watch parties could provide a rear-guard offensive.
Key insights
- Linear television become background viewing as nearly of smart- TV owners watch while doing something else
- SVOD consumption a focused activity for smart-TV with concentrating on the task, to who say it is in the background
- However, SVOD is splintered by devices and demographics – of watched shows movies on a smartphone during
- SVOD engagement also pressured by entertainment multi-tasking; while engaging in digital expanded hours to hours per week 2021 and 2022
- Watch parties fragmentation by targeting an engagement spot. In of focused video watched something they are a of and watched new content
- Watch parties make video ad-friendly by using data for better performance – binge viewers paid attention to that were relevant to them
- Watch parties identify influencers to bolster engagement targeting video and games crossovers – horror fans played Call of Duty in
- Adoption of party spending will accelerate by high spenders on creator subscriptions, which spent between and on purchases during 2022
Companies and brands mentioned in this report: Amazon, Amazon Prime Video, Amazon Watch Party, Bridgerton, Call of Duty, Call of Duty: Warzone , Channel Crunchyroll, DAZN, Discord, I’m a Celebrity...Get Me Out of Here! , Instagram, ITV, Love is Blind, Minecraft , Netflix, Premier League, Squid Game , Teleparty, The Great British Bake Of f, The Lord of the Rings: The Rings of Power, The Peripheral , Twitch, YouTube