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When it comes to watching television in today’s digital era, 70 percent of Americans do so in marathon sessions, bingeing on average five episodes per sitting. And almost one-third, or 31 percent, binge on a weekly basis.
That’s according to new research from the annual Digital Democracy Survey by the Deloitte consulting agency, which measured viewing habits among 2,205 U.S. consumers from November 5 - 19, 2015.
The study provides insight as to exactly how people are bingeing.
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Nearly half—or 46 percent—of Americans subscribe to streaming video services, such as Netflix, Amazon Prime Instant Video or Hulu. Dramas are by far the most popular genre, preferred by 53 percent.
In 2012, only 17 percent of those surveyed said they ranked streaming among their most valued subscriptions, compared to 61 percent today.
“The on-the-go, always-connected consumer is driving cultural changes in content consumption that fundamentally impact how companies connect with and engage consumers,” said Kevin Westcott, principal and US media and entertainment consulting leader at Deloitte.
Much of the behavioral changes are being led by millennials, who are setting new benchmarks for media consumption, and paving the way for older generations to follow.
When it comes to millennials, those ages 14-25 spend more time streaming video content than watching live television, and also say they value their streaming services more than pay TV subscriptions.
Millennials ages 26-32 subscribe to an average of three streaming services like Netflix and Hulu.
“The survey data indicates that consumers are more willing than ever to invest in services to watch whenever, wherever, and on whatever device they choose,” said Gerald Belson, vice chairman and U.S media and entertainment sector leader at Deloitte.
Most people are also doing other things while bingeing on TV.
More than 90 percent of U.S. consumers are multitasking, most often by surfing the web, using social networks and text messaging. Usually, it’s not related to what they’re watching.
The study also found that millennials put more value in advertising on social media than on television.
Of those ages 19-25, 71 percent said their buying decisions were influenced by online reviews from people they do not know, which is higher than the number who are influenced by TV ads. Social media sites have also surpassed television as the most popular news source for millennials, and 85 percent of all U.S. consumers are currently on social media—with 58 percent checking their networks daily.
Two-thirds of millennials also value interactions with friends on social media as much as time spent in person.
“These behavioral changes combined with the shift towards mobile-based consumer experiences are disrupting traditional business models,” Westcott said, “while at the same time paving the way for newer opportunities for technology, media, and entertainment companies to adapt and evolve.”
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