Specialists of the ivi online cinema found out which series can capture us for 24 hours a day, and which ones we are ready to abandon after the first episode.
Most of the series lose their audience after the first episode – on average, only 63% of viewers go to the second episode, and only a third watch the series to the end. Engagement usually happens smoothly: on average, a little more than two days pass between watching the first and second episodes, less than a day between watching the second and third, and then the break is gradually reduced.
The leaders in capturing the attention of the ivi audience were “Sherlock” – 91% of those who continued to watch the series after the first series, “Friends” – 88%, “Breaking Bad” and “Fargo” – 86%, “The Big Bang Theory” and “Wild West World” » – 85%. Of the Russian TV series, viewers are not allowed to break away from the screen until the final credits comedy “Girls do not give up”, “Psychologists”, and according to revisions, crime dramas and detective stories “Secrets of the Investigation”, “Snoop”, “Karpov” are in the lead.
The most engaging genres were sitcoms, detective stories and science fiction
Based on user data, the service revealed that viewers more often watch to the end of short series (up to 10 episodes per season), such as The Handmaid’s Tale, Taboo, Sparta, The Young Pope, The Good Fight. For example, during the November holidays, the final season of the political drama House of Cards appeared on ivi, and 10% of the audience of the series “swallowed” it in one gulp, watching all eight episodes in one day.
But part of the audience loves long sitcoms with a large number of episodes per season (up to 25), which are distinguished by good humor and a short duration of each episode. The longest “daily marathon” lasted 21 hours – during this time, the ivi user watched 63 episodes of “Friends”. In second place among the finalists of the “binge viewing” – the American sitcom “The Big Bang Theory”. Viewers are ready to return to these series again and again, reviewing the entire seasons or episodes individually.
The most engaging genres, according to ivi, are sitcoms, detective stories, and science fiction — on average, 30% of service users watch them to the end. Weakly addictive are measured historical series and dramas – more than half of the viewers leave them after the first series. However, after finishing the first season, only 5% of the audience are ready to give up further viewing.
About ivi
is the largest online cinema in Russia, with a monthly audience of 48 million unique users. It presents a huge catalog of films, cartoons and series from the largest Hollywood studios and the best European and Russian content creators – more than 62 pieces of content in HD quality. The ivi service is available in Russia, the CIS and, since 000, worldwide. ivi content can be watched on all devices – Smart TV, computers, Android and iOS mobile devices, as well as game consoles. Viewers of the online cinema also have access to original audio tracks and subtitles.