OTT giant Netflix has taken a significant leap in transparency and audience insight with its inaugural “What We Watched: A Netflix Engagement Report”. The streaming major said in a blog on Wednesday that it will publish the comprehensive report twice a year, providing an extensive overview of viewing patterns on the platform.
The Netflix Engagement Report covers more than 18,000 titles, representing 99% of all viewing on Netflix — and nearly 100 billion hours viewed. “This is a big step forward for Netflix and our industry. We believe the viewing information in this report — combined with our weekly Top 10 and Most Popular lists — will give creators and our industry deeper insights into our audiences, and what resonates with them,” the company said in a blog on Wednesday.
The report not only lists the hours viewed for every title, both original and licensed, but also provides information on the premiere date and global availability of each title. With nearly 100 billion hours viewed, this report encapsulates 99% of all viewing on Netflix, offering an unprecedented look into what captivates audiences worldwide.
Globally, the report highlights the appeal of new releases as well as the enduring popularity of returning favorites. Leading the pack is “The Night Agent: Season 1”, amassing over 812 million hours viewed. It’s followed by the second season of “Ginny & Georgia” with 665.1 million hours, and “The Glory’s” first season at 622.8 million hours. These figures underscore Netflix’s success in creating compelling new content while maintaining interest in ongoing series.
The report also emphasizes the growing attraction of non-English content, accounting for 30% of all viewing, and the significant viewership of older, licensed titles. This diverse content strategy illustrates Netflix’s ability to cater to a wide array of tastes and preferences.
In India, the report sheds light on the popularity of local content. “Rana Naidu Season 1” tops the list as the most-watched Indian show, with 46.3 million hours viewed, ranking 330th globally. Following it are “Chor Nikal Ke Bhaga” and “Mission Majnu”, highlighting the varied interests of the Indian audience. Other notable mentions include “Mrs. Chatterjee vs Norway”, “RRR”, and “Shehzada”, showcasing the diverse genres that resonate with viewers.
Co-CEO Ted Sarandos pointed out the significance of this data, noting that it enhances transparency and builds a better environment for creators, producers, and audiences. The focus on hours viewed as a key metric aligns with industry standards and offers a simple yet effective way to gauge a title’s success.