Netflix and Amazon's original shows are flopping with millennials, who prefer cable favorites like 'Game of Thrones', 'NCIS', 'The Walking Dead'
According to an Open X OTT report, none of their high budget and hyped original programming made the cut for consumers' OTT streamer favorites.
With the flurry of original programming that streaming giants like Netflix, Amazon Prime Video and Hulu keep pumping onto their own platforms, it's almost impossible to watch and keep track of everything. Based on this Open X OTT report, clearly, we aren't the only ones who feel this way.
None of these high budget and hyped original programming by these streaming giants made the cut for the consumers' OTT streamer favorites leading us to believe that while streaming platforms are huge, their content may not be as popular as they would like us to believe.
I'm overjoyed to share this news!— Strong Black Lead (@strongblacklead) April 11, 2019
Phylicia Rashad, @KeeganMKey, @AnikaNoniRose, and new-comer Madalen Mills will be joining Forest Whitaker in the holiday musical "Jingle Jangle." The first live-action original musical for @Netflix. pic.twitter.com/yVFay51s87
OpenX teamed up with The Harris Poll, a global consumer polling firm, to undertake what it calls the most detailed survey to date of streaming services. The 2019 OTT Consumer Report found that while more than half of all Americans now use an OTT service, their favorite content to stream is still the good old cable favorites.
The top 10 TV shows among OTT streamers, according to the report are:
1. The Walking Dead
2. Game of Thrones
3.Big Bang Theory
6. This Is Us
10. The Office
Not one Netflix, Amazon Prime or Hulu original is in there, is it? Movies ranked the highest on the importance list of the total audience which included Millenials, Gen X and, Boomers - a total of 74 percent of the US total. Nielson, in its Nielson's Total Audience Report for the third quarter, had stated something similar. A total of 67 percent of consumers liked to revisit content that they had consumed before, the report had revealed.
However, even though their favorites aren't Netflix's original programming, 86 percent of consumers who have at least one subscription to an OTT, use Netflix. But with the overlapping of content in the different OTTs, the report says that they are overwhelmed by the amount of programming and are willing to pay up to $24 a month for a single OTT service for the "right kind of premium experience."
The report also found that most of these OTT activities is shifting to mobile phones. With the 65 percent of OTT consumers being in the age group of 18-35, this hardly comes as a surprise. The report points out that they spend at least 6 hours on their phone every day and 2.5 hours of those generally are consumed in streaming. This also means that they don't really care about the size of the screen on which they watch their shows and movies, as 32 percent of the consumers surveyed pointed out.