Cable dramas still lead the way, after study shows 9% lift in viewing thanks to digital platforms

The study also found that on broadcast network programming, sitcoms and reality shows each saw an 8% increase in viewing while comedy talk shows saw a 1% lift via digital platforms


                            Cable dramas still lead the way, after study shows 9% lift in viewing thanks to digital platforms

In a world where everything is available at our fingertips, and new content is being pumped in and streamed just about anywhere, it appears that viewers are still hooked on to traditional cable dramas.

A recent Nielsen study that leveraged Total Content Ratings found that no matter where the viewers access their entertainment, they were inclined to the dramatic.

The study found that cable dramas beyond linear airing saw a 9% lift in viewing by way of digital contribution from connected devices, computers and mobile devices.

The study also found that on broadcast network programming, sitcoms and reality shows each saw an 8% increase in viewing while comedy talk shows saw a 1% lift via digital platforms.



 

 

Think another 'Suits', 'Homeland', 'Vikings', 'The Walking Dead' or a 'Madame Secretary'. The success of these cable dramas is unparalleled, but clearly, there's some unexplored potential beyond just linear airing.   

Previously, Nielson's Total Audience Report for the third quarter had found that although overall total media use remains unchanged at 10 and a half hours a day just as much as last year, internet enabled video devices had the largest year-over-year growth for all races and ethnicities.

It had also found that the audience today liked to go back to nostalgic content and we know that streaming platforms have been bringing back shows like 'Friends', 'Scrubs' and 'That 70's Show' to benefit its growth.



 

The most coveted demographic is the age group of 18-24 years, so it doesn't come as a surprise that 64% of viewing done to cable dramas was through a DVR/VOD or digitally on devices connected to the internet like phones, computers and the likes.

With schedules that do not always match the linear airings of their favorite shows, digital platforms have given this demographic the freedom to consume content at their own time and pace. 



 

 

The study found that cable dramas saw a 22% lift in viewing from digital sources in this age group. With the audience moving away from traditional TV and moving on to streamers for their TV fix, this is the most eyed age group to consume content.

When looking at broadcast sitcoms, the lift in the 18-24 demo is even more pronounced at 27%, the study found. Broadcast sitcoms have been a hit in the recent times when you consider just linear airings with shows like 'Black-ish', 'Fresh Off The Boat', 'The Big Bang Theory', 'Andi Mack'. 

Dramas, that are on par with films today in terms of storyline, quality, and performances have something for everybody in the said demographic. From talking about issues that plague the generation to not being afraid to delve into politics, dramas today are a true reflection of who the generation is. It mirrors them, they relate to it.  

If you go by this study, newer cable dramas could be included, in order to take center stage when it comes to content on digital platforms. Because we have such a wide variety of genres being pumped in on the original content flow of things to perhaps experiment with what would work, cable dramas become the new foolproof plan.