Netflix looks at binge habits of Canadians, global users

Viewers are getting hooked faster to binge-worthy content than ever before

Canadian fans of the Netflix series Narcos share something in common with viewers in other countries: they got hooked on the cartel crime drama by just the third episode, according to new research released by the streaming service.

Netflix defines the “hooked” episode as the one most predictive that a viewer will go on to complete the full first season — more specifically, the episode that kept 70% of viewers tuned in through to the end.

Overall, Canadian members are getting on board with shows faster than last year, with viewers getting hooked on average by the third episode, compared to the fourth episode in 2015.

“We’re hypothesizing that that has something to do with [the fact that] as consumers get more used to the on-demand model and get used to binge-watching that they embrace it more fully,” said Cindy Holland, Netflix’s vice-president of original content, in a phone interview from Los Angeles.

Canadian viewers were hooked faster than global users on Gilmore Girls and The Good Wife, while they took longer to warm to the network drama How To Get Away With Murder and the Netflix original smash hit Stranger Things.

But Holland noted the hooked metric wasn’t directly linked to viewership numbers.

“There’s no correlation between the episode number in which a viewer was hooked on average and overall audience size,” she said.

For this year’s study, Netflix expanded its research to look at the consumption habits of more than 30 additional series on a worldwide scale.

“It’s something we want to track over time to see if it’s a stable metric, or if it’s evolving over time as our markets mature,” said Holland.

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