Video Discovery, the New Word of Mouth Webinar

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MarketCast Research Webinar on Harnessing Data to Drive Sports Sponsorships & Marketing Effectiveness

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MarketCast Research Webinar on Streaming Video Insights: Analyzing Shifts in Fan Behavior

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MarketCast Releases Streaming Data Covering First Few Weeks of Crisis

Streaming fans are using more streaming services than before, but spending on paid subscriptions remain flat, posing a challenge to new entrants to the space

LOS ANGELES, April 3, 2020 - Today, MarketCast released highlights from the latest MarketCast Streaming Tracker, a bi-weekly report that measures streaming video trends across top streaming video platforms. According to findings in MarketCast's March 14 to March 27 reporting period, streaming audiences gravitated to "distraction genres," such as classic comedy, dramas and unscripted docuseries, during the past two weeks of the COVID-19 crisis. In addition, the MarketCast data highlights a desire among consumers to have more content, while remaining conservative in their spending for paid subscriptions.

The MarketCast Streaming Tracker delivers the industry's first Fandom Index™, featuring the top 25 Original and Library titles and a ranking of Streaming Services bi-weekly. It combines fan survey data gathered from thousands of U.S. streaming video subscribers with social sentiment analysis captured from millions of social media conversations.

Fan Engagement Metrics
MarketCast Engagement metrics determine if viewers have watched an original series or library catalog program during the reporting period.

  • Netflix remains dominant in viewership and fan engagement with 19 of the top 25 original series ranked by MarketCast's Fan Engagement metrics.
  • The top original series during the two-week reporting period include Netflix's On My Block and Stranger Things, as well as The Mandalorian from Disney+.
  • With audiences looking for "comfort viewing," the 2000s hit series The Office generated the highest MarketCast Engagement and Evangelism scores among classic and library shows.
  • Rounding out the top library series for fan engagement are Hulu's Rick and Morty and The Good Place, which is available on both Hulu and Netflix.

Fan Evangelism Metrics
MarketCast Evangelism metrics identify which programs fans are advocating for the most on social media.

  • The Netflix series Tiger King had the highest MarketCast Evangelism score of any series debut this year, reflecting the massive amount of social conversation the show received.
  • Since social buzz is often a leading indicator of eventual viewership, MarketCast anticipates Netflix's Tiger King to rank higher in Fan Engagement during its next reporting period.
  • The Hulu series Little Fires Everywhere debuted at #2 for Evangelism during the reporting period, a strong showing for the new Reese Witherspoon and Kerry Washington drama.

Consumer Spending Metrics
The MarketCast Streaming Tracker measured consumer spending and usage of paid and ad-supported streaming services during the period, findings include:

  • Streaming fans are paying for an average of 2.2 services per month, flat from the previous month.
  • They are using an average of 3.2 streaming services (combined paid and ad-supported) per month in March 2020, slightly higher than February 2020.
  • Streaming fans reported they are less willing to add more paid streaming services to their spending mix in March 2020 than in previous months, and future spend is anticipated to be relatively flat.

Additional Fan Insights

  • Social conversations about classic TV series centered around The Simpsons, Gilmore Girls, Seinfeld and other 90s and early 2000s comedies and teen dramas.
  • Conversations about unavailable content rose 80 percent, with fans of the Harry Potter franchise speaking the loudest, demanding the films in the series be available for streaming.
  • Social media conversations about Netflix and Disney+ password sharing surged more than 500%.

"Audiences are gravitating to streaming series that distract from the world around them with unscripted docuseries like Tiger King, classic comedies, such as The Office, and star-led series like Little Fires Everywhere, topping the latest MarketCast streaming fandom index," said Ben Carlson, SVP of Streaming and Platforms at MarketCast. "Additionally, our current data highlights the challenges facing new paid streaming services preparing to launch as consumer spending remains flat despite fans using more services than ever before."

The MarketCast Streaming Tracker identifies subscriber perceptions of the most popular streaming platforms, including Netflix, Prime Video, Hulu, BET+, Disney+, Facebook Watch, Apple TV+ and others, to determine the factors shaping subscription loyalty and spending. Combined, MarketCast's analytics and insights about content and subscription health explain the impact of streaming programming and marketing decisions on the overall success of platforms.

The MarketCast Streaming Tracker is delivered directly to subscribers, with the option for clients to customize certain survey data to address specific research needs. To learn more about the MarketCast Streaming Tracker, visit www.marketcast.com.

 

About MarketCast
MarketCast research, analytics and data science fuels fandom for leading studios, entertainment platforms, sports and lifestyle brands on the planet. Our unique mix of research analytics is combined with big data science to provide clients powerful insights to inform their biggest business decisions. Today, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, lifestyle brands and sports leagues and teams. For more information, visit: www.marketcast.com.

Press Contact
Graham McKenna
graham.mckenna@marketcast.com


MarketCast Research Webinar on Activating Activism: Kids and Social Causes

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MarketCast Taps Steve Buck to Lead Theatrical New Business Efforts

Comscore and Rentrak Leader Joins MarketCast to Help Grow Its Theatrical and Studio Business

Los Angeles, Calif. — December 19, 2019 — MarketCast today announced the appointment of Steve Buck as its Senior Vice President of Theatrical. An experienced movie research and analytics leader, Buck will drive the commercial sales and new business efforts for MarketCast’s Theatrical products and services, which today counts every major Hollywood studio and many independent producers as clients.

Buck is an entertainment data veteran who helped established Rentrak as the currency for theatrical measurement, providing studios and exhibitors with the critical box office data needed to determine the financial success of motion picture projects. Most recently, Buck served as SVP of Business Relations for media measurement leader, Comscore, where he joined the company and led its movie reporting and analytics efforts following its merger with Rentrak.

In his new role, Buck will partner with MarketCast’s creative testing and analytics team to help build upon an already successful theatrical business that sets the standards for movie marketing and creative campaigns. Buck will be responsible for expanding MarketCast’s reach within the studio and theatrical community, providing the company’s world-class research and analytics products and services across the production and distribution chain.

“As the entertainment and media landscape changes and business models evolve, studio leaders and research teams are requiring deeper analytics to identify, and reach and nurture the fans that matter most,” said Jeremy Radisich, President of MarketCast. “Steve will provide the firepower to meet our aggressive business expansion goals while leveraging his industry expertise and knowledge of data to grow our Theatrical portfolio.”

MarketCast supports the biggest entertainment marketing campaigns on the planet with a unique mix of research and data-driven analytics. The company’s global ad testing solutions help studio marketing teams optimize their advertising campaigns, from messaging and positioning to refining and sharpening creative assets to create maximum impact among moviegoers.  The data gleaned from MarketCast’s fan-focused research and analytics helps studio marketing leaders better understand and pinpoint their target audiences and hone overall go-to-market strategies to win at the box office.

About MarketCast

MarketCast is a leading provider of data-driven research, consumer insights and analytics, serving media, entertainment, sports and lifestyle brands. The company operates through four integrated consumer insights businesses: MarketCast, Insight Strategy Group, Fizziology, and Turnkey Intelligence, which work in collaboration to apply the power of data, technology and proven innovation to get at the heart of how consumers think, shop and entertain their passions.

Press Contact

Jenny Matkovich
jenny.matkovich@mcast.com
323.553.2804