If you’ve heard buzz surrounding the release of the much-anticipated second season of Orange is the New Black, it’s because fans of the popular show could not wait to know what was going to happen next in the series. But you won’t have seen too much advertising traction as other popular shows. This is because it appears that the world of television is changing with the habits and preferences of its viewers, and Netflix, the creator of shows such as Orange is the New Black and House of Cards, is listening.
Instead of spending their multi-million dollar budgets on pricey, large-scale adverts, Netflix pours its investment into the creation and production of quality, highly sought-after content, like Orange is the New Black and House of Cards. With amazing writing and serious star-power (we’re looking at you, Kevin Spacey), that can’t be found on TV, Netflix subscribers are left wanting more without being bombarded with promotional material they don’t have time for.
Perhaps it is decreasing levels of patience or increased wariness of B2C advertising, but television viewers do not want their viewing experience interrupted by advertising. With the introduction of TV recording systems, many people PVR their favourite episodes and fast forward through the commercials – ads are simply white noise. Netflix understands this pet peeve and brings episodes to its subscribers without advertisements or commercial breaks. A Netflix subscriber doesn’t feel marketed or promoted to, which helps build brand credibility and trust between the company and its customer base.
Are you a TV binge-watcher? Binging defined as watching more than one episode of a show in one sitting. The trend of “marathonning” episodes is becoming more common as today’s viewer demands instant gratification, immediacy and efficiency in their entertainment. Also, due to busy schedules, viewers want to be able to watch their favourite shows on their own schedule, which speaks to the large popularity of PVR. Viewers do not want to wait between episodes, and again, Netflix is listening: Netflix released Orange is the New Black season 2 in bulk – every episode available for subscribers at once, so they could watch at their own pace, without commercial interruption.
It seems as though Netflix is very tuned into their audience – listening to their viewing public and providing quality content that people are willing to pay for. Could all television be going this way soon? Do you subscribe to Netflix? How has it changed television viewing for you? I look forward to your thoughts below.
CreativeWorks Marketing 