Different habits in video streaming indicated between Netflix app and browser users, according to a research study.
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A recent study by global clickstream-data provider Datos has shed light on the differences in Netflix usage between app users and web viewers. The study, conducted in collaboration with Mfour app data, focused on devices used in the United States from November 1, 2023, to October 30, 2024.
Despite the study not providing detailed findings on the topic, some general trends emerged.
App users tend to engage with Netflix on mobile devices, smart TVs, and streaming devices, often showing higher average viewing times due to more immersive and convenient experiences. On the other hand, web viewers typically use desktop or laptop computers, which might lead to shorter or more intermittent viewing sessions, possibly due to multitasking or less device specialization.
The study found that children's animated movies appeared in the top 10 titles for app users but were absent from the same list for web viewers. This trend suggests a shared experience of parents encouraging their kids to watch content on a tablet or phone.
In terms of session frequency, for nine of the 12 months examined, there was virtually no difference between app and web users. However, May, August, and October were exceptions where a difference was observed. The average difference in session duration, excluding May, June, and July, was 3.82 minutes.
Web viewers' top categories were drama, comedy, and romantic programming. Meanwhile, the top three categories among app users were children and family, comedy, and drama. The popularity of kids and family programming among app users further supports the notion of shared viewing experiences between parents and children.
Interestingly, the study did not find children's animated movies in the top 10 titles for web viewers.
Tuesdays saw the least activity among web viewers, while Saturdays were the least popular for app users.
While the study provides valuable insights, it's important to note that these findings are based on general industry assumptions and not direct data from Datos' study. Access to the published study or related detailed analytics would be necessary to provide a precise answer.
For a more comprehensive understanding of the differences in Netflix usage between app and web users, further research and analysis are required.
- In the industry, technology has been instrumental in delivering diverse video content through streaming platforms like Netflix, with IP-enabled devices such as smart TVs and streaming devices supporting this media consumption trend.
- As per the Datos study, the content consumption pattern on Netflix varies significantly between app users and web viewers, with children's animated movies being a popular choice among app users, likely due to the convenience and portability offered by these devices.
- The findings suggest that the future of entertainment may revolve around the integration of technology, streaming platforms, and content that cater to flexible viewing experiences, such as shorter sessions and Intermittent viewing on laptops or desktops, or longer, more immersive sessions on mobile devices, smart TVs, and streaming devices.
