Game of Thrones and TV consumption
In this article, Questia Group focuses on TV series. Our research was conducted through an online survey on our platform http://questia.ro covering 490 respondents, with a plus or minus 4% margin of error. The survey was active between 10 and 13 July 2017. Our key findings are presented below.
In Romania, television is available to almost everyone (97% of the population), smart TV sets are becoming more common, the internet is one of the fastest-growing mediums; and average broadband speeds in Romania are the fourth-highest in the world. According to Statista, in 2015 the average time spent watching television in Romania was the longest – 327 minutes, nearly five and a half hours, daily. Serbians, Hungarians, and Portuguese spent similarly long hours, viewing their favorite TV programs, with viewing times ranging around five hours. At the opposite pole, Switzerland, Sweden and Luxembourg spent the least time watching TV among the European markets.
The shift to viewing content online has left some channels and researchers with a bit of a problem regarding the measurement of a show’s success. Until now this process was measured by the live audience it drew on TV, but now people are watching across four different screens: TV, PC, mobile and tablet. Media companies are scrambling to gather statistics that assess a program’s real value.
Thus, consumers' mobile viewing habits have impacted the TV and video trends. Today’s consumers want a 360 degree TV experience, not a linear one, meaning that traditional TV channels are and should branch out onto new digital and social platforms and engage more closely with their fans. Linear TV content watching has overall given ground to on-demand viewings, such as streamed TV series, movies, and other TV programs. All these trends point out to the fact that the definition of TV is changing and growing, both technically and in the eyes of consumers. However, although the share of the digital has steadily increased in recent years, Romania remains a media market highly dominated by TV.
Asked where they usually watch TV series and movies, half of the respondents (50.0%) tend to watch them both online and on TV, while a quarter watches them on TV only (30.3%) and 19.7% only on the internet.
Those who watch TV series and movies online, prefer to use online streaming platforms, such as HBO GO (27.2%), Netflix (20.6%), Antena Play (11.4%) and to a lesser degree Voyo.ro (9.6%) and Telekom TV (9.6%). A higher degree (31.3%) prefer downloading their movies/series.
Regarding what types of series people usually watch, Game of Thrones scores the highest (38.7%), followed by The Young Pope (14.9%), House of Cards (14.9%), Big Little Lies (13.8%) and Twin Peaks (13.6%). Series like Stranger Things or Orange is the New Black have a lower penetration rate. Also, some users (13.3%) watch series like The Big Bang Theory, NCIS, Fear the Walking Dead, while others (34.6%) prefer local series or movies and are not particularly interested in today's trends. This shows that respondents have a preference to drama series, especially those that revolve around power/politics (GoT, HoC, The Young Pope etc.).
Asked whether they will watch the Game of Throne’s Season 7 premiere, half of the respondents (52.2%) said they will, while a smaller part (36.9%) said they probably won’t. However, some (10.8%) are undecided. The series will air on HBO this Monday, at 4 AM Romanian time, at the same time with the USA premiere.
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