With streaming passing cable as the most-watched platform*, understanding viewer preferences is crucial in making informed decisions that resonate with your audience. But how can you achieve this amidst the obstacles posed by “Walled Garden” blockades, and the cost prohibitive expense of 3rd party streaming performance data?
E-Score Programs Cable/Streaming provides the critical metrics to help quickly identify content that is most attractive among a specific demographic while also gaining valuable insights into your audience preferences and behaviors. All in an affordable package.
With an extensive database boasting more than 800 streamed programs, we conducted a thorough analysis of shows that premiered new episodes in 2023 to pinpoint those that gathered significant attention from two crucial viewer demographics: Gen Z and Millennials.
Use Case #1: Reaching Gen Z Viewers Through Programs They Love
Step 1
Identify programs that show signs of strong viewer affinity among Gen Z viewers: The following is a mix of 10 programs that exceed the Streaming Program Category Average for viewing satisfaction (Program NPS), Rating, and Level of Fandom among Gen Z Viewers. The programs vary by Awareness to include both high-profile (The Mandalorian) and hidden gems (The Sex Lives of College Girls).
Step 2
Dive deeper into a program of interest: The Addams Family spin-off, Wednesday, has a been a huge hit for Netflix – currently holding the Netflix record for most views in the first 91 days with over 252 million. Use a variety of other program-specific metrics to highlight what makes Wednesday special among Gen Z Viewers compared to other streaming programs.
Step 3
Unlock the power of E-Score using multiple products and supplement a program’s profile with data from E-Score Celebrity to evaluate the drivers of cast appeal among the target audience. The main characters are the highest scoring element for Wednesday and E-Score Celebrity data helps to further validate Jenna Ortega’s status as one of the key drivers of the program’s appeal among Gen Z Viewers.
- What are they saying about Jenna? (taken from open-end)
- “absolutely loved Jenna as Wednesday”
- “I’m on the hype train for Jenna”
- “I loveeeeeeee her acting”
Use Case #2: Reaching Millennial Viewers Through Programs They Love
Step 1
Identify programs that show signs of strong viewer affinity among Millennials: The following is a mix of 10 programs that exceed the Streaming Program Category Average for viewing satisfaction (Program NPS), Rating, Level of Fandom among Millennial Viewers. The programs vary by Awareness to include both high-profile (The Mandalorian) and hidden gems (Warrior).
Step 2
Dive deeper into a program of interest: Apple TV+ has a hidden comedy gem with the 2023 series Shrinking. The show will have the opportunity to continue to grow in Awareness with a second season already renewed. Use a variety of other program-specific metrics to highlight what makes Shrinking special among Millennial Viewers compared to other streaming programs.
- What do viewers like about Shrinking? (taken from open-end)
- “Great comedy but also stresses the importance of mental health. Big fan”
- “Very smart and funny writing”
- “I like that it is realistic, funny, and sad”
- “Different from the rest”
Step 3
Unlock the power of E-Score using multiple products and supplement a program’s profile with data from E-Score Celebrity to evaluate the drivers of cast appeal among the target audience. Shrinking has been fortunate to secure the talents of Harrison Ford for his first major TV role and recently earned Primetime Emmy nominations for Jason Segel (Outstanding Lead Actor in a Comedy Series) and Jessica Williams (Outstanding Supporting Actress in a Comedy Series).
Use Case #3: How to Evaluate the Viewers of a Hit Program
In addition to monitoring the overall health of a program, E-Score Programs Cable/Streaming also offers metrics that can help studios, advertisers, and brands better understand the viewer preferences and characteristics of a target audience. For this example, we took a closer look at 18-54 viewers who enjoy the hit Yellowstone spin-off series 1923 on Paramount+.
Step 1
1923 is a strong performing series – posting a +58 Program NPS and exceeding the Streaming Program Category Average across other key metrics.
Step 2
Evaluate viewer habits to identify what target audiences are looking for in new programming.
Viewers of 1923…
- Favor new shows that have plot twists/surprises over familiar storylines.
- Place a higher importance on new shows that feature strong storylines over familiar actors.
- Also heavily watch original streaming movies, dramas, comedies, and sci fi/fantasy programs.
Step 3
Evaluate viewer psychographics using the Big Five Personality Traits to gain insights into the audience mindset, allowing you to identify the marketing messages that best reflect their personalities and values. Viewers of 1923 tend to have higher levels of emotional intelligence (Agreeableness), are empathetic (Neuroticism), and are more disciplined (Conscientiousness).
Grasping viewer preferences is essential for making well-informed decisions that resonate with your audience. However, navigating costly streaming performance data can be daunting.
In this dynamic landscape, E-Score Programs Cable/Streaming serves as a powerful tool for discerning viewer preferences and guiding strategic decisions, even in the face of ‘Walled Garden’. It equips brands, studios, and advertisers with the knowledge they need to succeed in an ever-evolving streaming ecosystem.
The E-Score Platform
Our E-Score Platform gives you Trends, Endorsement & Fan Scores, Social Media Buzz, NPS and much more based on the product or products. When E-Score products are paired, advertisers, brands and the creative community own a powerful interface allowing them fine-tune their content and campaigns.
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