Viewership patterns for summer tentpoles on Disney+ and Netflix — both of which are poised to introduce cheaper tiers with advertising — suggest that the services would be wise to tread lightly as they roll out their top-tier fare across ad-free and ad-backed tiers.That’s one of the key takeaways from a new report from analytics firm Samba TV.
The second-quarter installment of The State of Viewership analyzes some 24 billion hours of linear and streaming viewing in the U.S. (See select charts below.)The company found significant front-loading of viewership for marquee titles.
By the 30th day top titles were available, they had generated 86% of their 50-day viewership. About 2.9 million households watched Stranger Things Season 4 in its first four days online, with the total rising to 4.6 million households by Day 15.Obi-Wan Kenobi on Disney+ saw an even bigger tilt toward its initial days, with 2.1 million households watching in the first four days and 3.1 million by Day 15.
Unlike Netflix, which largely has stuck to its binge-release model (though not, technically, with recent seasons of Stranger Things and Ozark), Disney takes it much more gradually.
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